지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2021.6
- 수록면
- 177 - 187 (11page)
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초록· 키워드
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Objectives: This study investigated the different perceptions of customers toward traditional and non-traditional fast-food restaurants regarding restaurant healthfulness, corporate reputation, and the impact of corporate reputation on loyalty intentions through corporate social responsibility (CSR) motive.
Methods: An online survey was conducted on U.S. residents who were aware of fast food restaurants’ CSR activities. Participants selected one fast food restaurant participating in CSR activities, coded as either traditional (n = 117) or non-traditional (n = 48), and answered questions about the selected restaurant’s healthfulness, reputation, CSR motives, and loyalty intentions. The participants’ perceptions of healthfulness and corporate reputation of the two types of fast-food restaurants were compared. A mediation path of corporate reputation – CSR motive – loyalty intention was analyzed.
Results: Non-traditional fast-food restaurants (5.02 ± 1.26) were perceived to be more healthful than traditional ones (3.93 ± 1.72). The participants perceived that compared to traditional fast-food restaurants, non-traditional ones had a better overall corporate reputation (P = 0.037), were more concerned about their customers (P = 0.029), better workplaces (P = 0.007), more environmentally and socially responsible (P < 0.001), and offered higher quality products and services (P = 0.042). Significant positive correlations were shown between restaurant healthfulness and corporate reputation (P < 0.001 for all reputation items). The suggested mediation path was supported with 95% CIs excluding zero, implying that when fast-food restaurants had a better reputation overall, were customer oriented, good employers, strong companies with a good product and service quality, social and environmental responsibility, the participants were more likely to perceive their CSR activities to be sincere and were hence loyal to that restaurant.
Conclusions: Overall, participants were more favorable towards non-traditional fast-food restaurants which had a healthier image and better reputation than traditional ones. Therefore, fast food restaurants need to consider offering healthy food and enhance their image, which would maximize the return on their investment in CSR.
Methods: An online survey was conducted on U.S. residents who were aware of fast food restaurants’ CSR activities. Participants selected one fast food restaurant participating in CSR activities, coded as either traditional (n = 117) or non-traditional (n = 48), and answered questions about the selected restaurant’s healthfulness, reputation, CSR motives, and loyalty intentions. The participants’ perceptions of healthfulness and corporate reputation of the two types of fast-food restaurants were compared. A mediation path of corporate reputation – CSR motive – loyalty intention was analyzed.
Results: Non-traditional fast-food restaurants (5.02 ± 1.26) were perceived to be more healthful than traditional ones (3.93 ± 1.72). The participants perceived that compared to traditional fast-food restaurants, non-traditional ones had a better overall corporate reputation (P = 0.037), were more concerned about their customers (P = 0.029), better workplaces (P = 0.007), more environmentally and socially responsible (P < 0.001), and offered higher quality products and services (P = 0.042). Significant positive correlations were shown between restaurant healthfulness and corporate reputation (P < 0.001 for all reputation items). The suggested mediation path was supported with 95% CIs excluding zero, implying that when fast-food restaurants had a better reputation overall, were customer oriented, good employers, strong companies with a good product and service quality, social and environmental responsibility, the participants were more likely to perceive their CSR activities to be sincere and were hence loyal to that restaurant.
Conclusions: Overall, participants were more favorable towards non-traditional fast-food restaurants which had a healthier image and better reputation than traditional ones. Therefore, fast food restaurants need to consider offering healthy food and enhance their image, which would maximize the return on their investment in CSR.
목차
ABSTRACT
서론
연구대상 및 방법
연구결과
고찰
요약 및 결론
REFERENCES
참고문헌 (43)
참고문헌 신청
김기남 / 2005 / 청주지역 중학생의 패스트푸드 섭취량에 대한 영양소 밀도 평가 / 대한지역사회영양학회지 10(3):271~280
Garcia G / 2012 / The fast food and obesity link : Consumption patterns and severity of obesity / Obes Surg 22(5):810~818
Jeffery RW / 2006 / Are fast food restaurants an environmental risk factor for obesity / Int J Behav Nutr Phys Act 3(2):1~6
이성숙 / 2004 / 패스트푸드 선호도에 따른 식생활 행동에 관한 연구 / 대한지역사회영양학회지 9(2):204~213
QSR / The new definition of “fast food” / QSR
Garcia G / 2012 / The fast food and obesity link : Consumption patterns and severity of obesity / Obes Surg 22(5):810~818
Jeffery RW / 2006 / Are fast food restaurants an environmental risk factor for obesity / Int J Behav Nutr Phys Act 3(2):1~6
이성숙 / 2004 / 패스트푸드 선호도에 따른 식생활 행동에 관한 연구 / 대한지역사회영양학회지 9(2):204~213
QSR / The new definition of “fast food” / QSR
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