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논문 기본 정보

자료유형
학술저널
저자정보
김선현 (동국대학교 일반대학원 식품산업관리학과 식품경영전공) 황재현 (동국대학교 서울캠퍼스, 식품산업관리학과)
저널정보
한국유기농업학회 한국유기농업학회지 한국유기농업학회지 제25권 제4호
발행연도
2017.1
수록면
663 - 677 (15page)

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As Korean food service franchise companies sought to advance into around 2,000 new foreign markets, the importance of global management was emphasized. They intensively expanded into Chinese and American markets in 2015 and these two markets account for approximately 40% of total food service franchise companies in foreign countries. Although Japan has huge franchise market, Korean food service franchise companies in Japan only account for 5% of total franchise companies in Asian countries. The purpose of this study is to analyze the relationship between food service franchise selection factors, brand loyalty, and revisit intention of Japanese consumers using Korean food service franchise companies in Japanese food service market, and based on the analysis results, draw the implications for the expansion of Korean food service franchise companies into the Japanese market. Food service franchise selection factors is defined as service and cleanliness, taste, safety and reliability, cost and convenience, and professionalism. The study results can be summarized as follows. First, analysis was performed to identify the effects of food service franchise selection factors on the brand loyalty, it showed that five food service franchise selection factors including professionalism, service and cleanliness, cost and convenience had positive (+) effects on the brand loyalty. One of the most important factors influencing the brand loyalty is professionalism. In order to raise food service franchise's professionalism, it is necessary for the food service franchise companies to establish stronger strategies containing professional operation systems and services compared to general restaurants. Second, analysis was performed to identify the effects of food service franchise selection factors on revisit intention, five food service franchise selection factors, service and cleanliness, safety and reliability, and cost and convenience had positive (+) effects on revisit intention. One of the most important factors influencing revisit intention is safety and reliability. Thus, in order to raise safety and reliability it is important to form trust with consumers by properly utilizing systems of food hygiene and food safety accreditation.
#brand loyalty #food service franchise #japan Markets #revisit intention #selection factors

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참고문헌 (13)

참고문헌 신청
Bitner, M. J. / 1992 / Service scape : The Impact of Physical Surroundings on Customers and Employees / Journal of Marketing 56(3):57~71 google schola Chaudhuri, A. / 2001 / The Chain of Effects from Brand trust and Brand Affect to Brand Performance: The Role of Brand Loyalty / Journal of Marketing 65(2):81~93 google schola Filliatrault, P. / 1988 / The Impact of Situational Factors on the Evaluation of Hospitality Services / Journal of Travel Research 27(4):29~37 google schola Hellier, P. K. / 2003 / Customer repurchase intention: A general structural equation model / European Journal of Marketing 37(11/12):1762~1800 google schola Keaveney, S. M. / 1995 / Customer Switching Behavior in Service Industries : An Exploratory Study / Journal of Marketing 59(2):71~82 google schola

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