ScholarWorks@숙명여자대학교

초록

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.

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