한식체인점의 브랜드자산,음식과서비스품질,브랜드명성간의 관계

Abstract

외식산업의 급속한 성장으로 외식 및 프랜차이즈 시장이 포화상태에 진입한 상황에서 외식기업의 브랜드자산은 마케팅의 전략적 관점에서 소비자의 구매 행동에 중요한 요인으로 작용하고 있다. 그럼에도 불구하고 브랜드자산의 구성 요소가 소비자에게 미치는 영향에 관한 연구는 부족한 실정이다. 오늘날 기업들은 소비자들에게 자사 브랜드를 인식시키고 타사와의 차별성으로 브랜드 선호도를 향상 발전시키는 것을 목표로 하고 있다. 따라서 브랜드가 경영전략을 세우는데 매우 중요한 도구로 인식되고 있다. 브랜드자산은 단순히 고객에게 자사의 제품이나 서비스가 다른 경쟁기업과 다르다는 도구적 기능 외에 기업에 대한 전반적 태도를 향상시키고 명성을 높여 고객의 재 구매 의도로 이어지게 하는 효과를 볼 수 있다. 빠른 정보화와 기술의 발달 그리고 경쟁의 심화로 기업의 경쟁우위 확보가 절실히 필요한 상황에 대처하기 위해서는 브랜드자산에 대한 인식의 변화가 요구되며 이에 대한 연구의 필요성이 제기되고 있다. 이를 위해 첫째, 선행연구를 통해 한식체인점의 브랜드자산, 음식서비스품질과 브랜드명성간의 관련성을 알아보고, 음식서비스품질이 브랜드명성에 미치는 영향을 조절할 것이라는 가정 하에 연구모형을 제시하였으며 총 8개의 가설을 설정하였다. 둘째, 가설검증을 위하여 수도권지역의 20세 이상 남녀를 대상으로 설문 조사를 하여 자료를 수집하였다. 셋째, 가설검증을 위해 빈도분석, 요인분석, 신뢰도 분석, 상관관계 분석, 회귀분석을 실시하였다.| Rapid growth of foodservice industry in Korea is driving foodservice and franchise market into maturing stage. Creating and maintaining a brand is essential in today’s competitive marketing environment, and brand equity is an efficient indicator of consumer behavior to be the outcome of efficient branding activity investments. Previous studies have emphasized the importance of service quality and food quality in the restaurant industry, suggesting that high quality of food and service have a significant impact on brand reputation. Moreover the extent that brand equity influences brand reputation would be moderated by food & service quality. The subjects in this study were selected randomly amomg customers in Korean foods chain restaurants. Self-reported questionnaires were distributed and 201 were used for analysis except for ineffective ones. After exploratory factor analysis, 3 factors of brand equity and 3 factors of food & service quality were extracted with one factor of brand reputation. The results of hypothesis test indicated that brand affect and self-congruence have a significantly positive effect on brand reputation, as well as the effect of menu quality on brand reputation. Hierarchical regression analysis with interaction terms showed that menu quality plays a role as moderating variable influencing the relationship between brand awareness and brand reputation. Other moderating effects were supported as to interaction quality - brand affect, and physical environment quality - brand awareness. The current study make academic contribution as follows. First, this study centers on the development of a brand equity model, appropriate for Korean foods chain restaurant brands which is yet to be reviewed. Second, In the Korean foods chain restaurant sector, we highlight that the service quality dimension needs to be extended by incorporating menu quality, since only adopting interaction, physical environment quality is insufficient to cover all aspects of the restaurant sector. Third, this study uniquely explains the role of food & service quality in leading brand equity to brand reputation. The findings of this study suggested that brand reputaion is high when menu quality interact with brand awareness, interaction quality with brand affect, and physical environment quality with brand awareness. The practical and managerial implications of this study are as follows. First, marketers of Korean foods chain restaurant should focus on upgrading brand equity to reinforcing brand reputation to consumer satisfaction. Especially Korean foods chain restaurants are inferior to foreign foods family restaurant in brand equity and service quality. As 한우(hanwoo) has been positioned as a reliable high-quality brand through long-term propaganda, careful consideration must be given to brand equity by managers of Korean foods chain restaurant. Second, service encounter employees play a crucial role in service delivery and building relationships with customers, so their attitudes and behaviors towards customers determine customers' perceived service quality and satisfaction. In reality, the level of interaction quality in Korean foods chain restaurant is relatively low. Therefore, managers should consolidate through solving existing service issues in order to get a positive evaluation from consumers. Third, this study stressed brand affect and self-congruence which did not attract attention ago. For managers of Korean foods service brands may direct their focus on strengthening brand affect and self-congruence. The group of social network considers self-congruence as the important factor. Thus, managers need to develop marketing strategies to improve these factors to satisfy these groups.