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A Study of Causal-Effect Relationships among Functional, Symbolic, Experiential Brand Image, Satisfaction, Trust, and Loyalty: Focused on Family Restaurant Customers
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기능적, 상징적, 경험적 브랜드 이미지, 만족, 신뢰, 충성도간의 인과관계에 대한 연구: 패밀리 레스토랑 이용객을 중심으로

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Type
Academic journal
Author
Jeehyun Lim (숙명여자대학교) Yunseon Choe (Texas A&M University) Song Hak Jun (배재대학교)
Journal
The Korean Data Analysis Society Journal of The Korean Data Analysis Society Journal of The Korean Data Analysis Society 제18권 제6호 KCI Accredited Journals
Published
2016.12
Pages
3,251 - 3,268 (18page)

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A Study of Causal-Effect Relationships among Functional, Symbolic, Experiential Brand Image, Satisfaction, Trust, and Loyalty: Focused on Family Restaurant Customers
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Abstract· Keywords

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The current study investigates the relationship between brand image and customer loyalty and tests whether this relationship is mediated by customer satisfaction and trust, in the family restaurant context. The study divided brand image into three components, namely functional brand image, symbolic brand image, and experiential brand image, and tested the effect of each component by examining the structural relationships among brand image, satisfaction, trust, and loyalty. The data for this study was collected at Outback Steakhouse, between April 13, 2015 and April 27, 2015, and a total of 330 completed surveys were used for the data analysis. The results show that (1) a family restaurant’s functional and experiential brand image have positive impacts on both satisfaction and trust, and (2) customers’ satisfaction with the brand positively influences brand loyalty. Moreover, it is found that customer satisfaction is the most influential determinant of customer loyalty. Theoretical and managerial implications were drawn based on the study results, and directions for future research were provided.
#패밀리레스토랑 #브랜드 이미지(기능적 #상징적 #경험적) #만족 #신뢰 #충성도. #family restaurant #brand image (functional #symbolic #experiential) #satisfaction #trust #loyalty.

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References (92)

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Ahn, G. S. / 2005 / The structural relationship of brand image, brand trust, and brand loyalty / Journal of Sightseeing (69):115~137 google schola 안광진 / 2015 / 외식기업의 재무비율을 통한 경쟁전략성향이 매출 성장률에 미치는 영향에 관계 연구 / 관광레저연구 27(1):419~431 dbpia Anderson, J. C. / 1992 / Assumptions and comparative strengths of the two-step approach comment on Fornell and Yi / Sociological Methods & Research 20(3):321~333 google schola Ataman, B. / 2003 / A note on the effect of brand image on sales / Journal of Product & Brand Management 12(4):237~250 google schola Bagozzi, R. P. / 1982 / Representing and testing organizational theories : A holistic construal / Administrative Science Quarterly 27(3):459~489 google schola

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