한식당의 상호명이 브랜드이미지와 브랜드충성도에 미치는 영향 - 수도권을 중심으로 - (he Effect of Trade name of Korean Restaurant on Brand image and Brand loyalty - Focused on capital region -)

서지정보

· 발행기관 : 관광경영학회
· 수록지 정보 : 관광경영연구 / 20권 / 1호 / 185 ~ 204페이지
· 저자명 : 배영희, 박인영

초록

This research is to prove the importance of the name of a restaurant by showing how the name of a Korean restaurant may actually affect the customers. We have selected Korean restaurants located in capital cities for this study; identifying mutual importance and how it may impact the brand image as well as brand loyalty. We have divided Korean restaurants into 3 categories for this study: image of business name, brand image and brand loyalty, surveys had been distributed and had been collected and with the result we had analyzed thoroughly to present the outcome. After the research, with regression analysis, it appeared that the name of the restaurant brings significant impact to images of product and service which is included to the brand image. Product image and service image showed influences on brand loyalty which is one of the main configuration factors of brand image which is affected by word-of-mouth strategy and images of products and store inspires to revisit. Trade name image for Korean restaurant showed to influence significantly towards brand loyalty, and finally we have divided Trade name images on Korean restaurant into 3 categories and after testing how each category affects, the results had proved that freestanding brand name influences higher than descriptive brand name and associative brand name, we were able to see that it is more effective to choose the freestanding brand name; instead of introducing the menu by the name of the restaurant apply freestanding brand to increase the customers interest along with their curiosity. Even though that his study had revealed a significant degree on the level of exploratory, through the empirical study we were able to identify the relationship between trade name, brand image and brand loyalty. We had set our perspective to give practical meanings to ones who are preparing to open their Korean restaurants and give practical meaning and further research in the future which this research may be a suggestive study. This research had shown that trade name for business is what the customers' first approach to the brand and build images and owners will have reflect the trade name along with business operations and it is necessary for them to constantly make improvements and appropriate changes to generate profit.

영어초록

This research is to prove the importance of the name of a restaurant by showing how the name of a Korean restaurant may actually affect the customers. We have selected Korean restaurants located in capital cities for this study; identifying mutual importance and how it may impact the brand image as well as brand loyalty. We have divided Korean restaurants into 3 categories for this study: image of business name, brand image and brand loyalty, surveys had been distributed and had been collected and with the result we had analyzed thoroughly to present the outcome. After the research, with regression analysis, it appeared that the name of the restaurant brings significant impact to images of product and service which is included to the brand image. Product image and service image showed influences on brand loyalty which is one of the main configuration factors of brand image which is affected by word-of-mouth strategy and images of products and store inspires to revisit. Trade name image for Korean restaurant showed to influence significantly towards brand loyalty, and finally we have divided Trade name images on Korean restaurant into 3 categories and after testing how each category affects, the results had proved that freestanding brand name influences higher than descriptive brand name and associative brand name, we were able to see that it is more effective to choose the freestanding brand name; instead of introducing the menu by the name of the restaurant apply freestanding brand to increase the customers interest along with their curiosity. Even though that his study had revealed a significant degree on the level of exploratory, through the empirical study we were able to identify the relationship between trade name, brand image and brand loyalty. We had set our perspective to give practical meanings to ones who are preparing to open their Korean restaurants and give practical meaning and further research in the future which this research may be a suggestive study. This research had shown that trade name for business is what the customers' first approach to the brand and build images and owners will have reflect the trade name along with business operations and it is necessary for them to constantly make improvements and appropriate changes to generate profit.

참고자료

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