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KMID : 1011620090250020206
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Korean Journal of Food and Cookey Science
2009 Volume.25 No. 2 p.206 ~ p.218
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Effects of Brand Evidence on Emotion, Brand Satisfaction and Customer Loyalty in Family Restaurants
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전귀연:Jeon Gwee-Yeon
하동현:Ha Dong-Hyun
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Abstract
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The study assessed the relationship between brand evidence (e.g., brand name, price/value for money, servicescape, core service, employee service and self-image congruence) and positive/negative emotion and brand satisfaction, and between positive/negative emotion and brand satisfaction in the family restaurant setting. Also, the relationship of positive/negative emotion and brand satisfaction with customer loyalty were assessed. Customers who used five brands of family restaurant in Daegu and Pusan during October of 2008 were surveyed by questionnaires. Brand evidence was positively related to positive emotion and brand satisfaction, and was negatively related to negative emotion. Positive emotion was positively related to brand satisfaction and negative emotion was negatively related to brand satisfaction. Brand satisfaction was positively relatively to customer loyalty. The results indicate that management of family restaurants should focus on brand evidence as a means of increasing profits and sales volume.
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KEYWORD
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brand evidence, emotion, brand satisfaction, customer loyalty
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