패밀리 레스토랑 브랜드의 성적 개성이 고객의 브랜드 자아동일시와 관계만족 및 브랜드 충성도에 미치는 영향A Study on Gender Effects on Customer’s Self-Identification,Relationship Satisfaction and Loyalty in Family Restaurants
- Other Titles
- A Study on Gender Effects on Customer’s Self-Identification,Relationship Satisfaction and Loyalty in Family Restaurants
- Authors
- 서용구; 이동한; 김지완
- Issue Date
- Oct-2008
- Publisher
- 한국관광학회
- Keywords
- 패밀리 레스토랑; 브랜드 성; 자아 동일시; 관계 만족; 충성도; Family restaurant; Brand gender; Self-identification; Relationship satisfaction; Loyalty
- Citation
- 관광학연구, v.32, no.5, pp 143 - 166
- Pages
- 24
- Journal Title
- 관광학연구
- Volume
- 32
- Number
- 5
- Start Page
- 143
- End Page
- 166
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/7809
- ISSN
- 1226-0533
- Abstract
- Although a considerable amount of studies on brand personality in marketing and consumer research has been done, there are few studies on gender effects concerned with restaurant brand personalities. This study explores how gender relates to restaurant own-brand identification, relationship satisfaction and brand loyalty. We have found both genders have strong effects on factors above. However, some differences are found in each restaurant tested. For instance, woman is revealed as more important gender in the case of VIPS.
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