패밀리 레스토랑 브랜드 인지도와 이미지가 소비자 만족에 미치는 연구 - 국내브랜드와 해외브랜드의 패밀리 레스토랑을 중심으로 -

Abstract

The food service industry has been increased lately with concerns, especially in family restaurant. According to it, there has been growing number of imported brand family restaurants for last 15years. This fact indicated that the domestic brand family restaurants are no longer viewers they can rely on to compete successfully as compared with the imported brand family restaurants. To survive the keener competition, the domestic brands need to have competitive management strategies that are thoroughly analyzed what consumers want. Here this study is purposed to examine the actual status of family restaurants and the perception of family restaurant on consumers who are using it, then researched how the guests got the feelings of personality in family restaurant and how much satisfaction they perceived. The major results and conclusions of this research are as follows: The great difference in their image between the imported and the domestic are that guests get more sincerity and cleanliness from the domestic brands and the imported brands give more impression of excitement and sophistication than the domestic ones. The consumers who liked the domestic ones were satisfied with quality of foods. On the other hand, the imported brands provided more satisfaction in quality of service to the consumers. Also, the imported brands logos and brand names are easy to be recognized to the consumers. Compared to the domestic brands and the imported brands, the later ones have more loyal consumers, returning consumers and overall satisfied consumers than the domestic ones. In conclusion, the domestic brands should put more efforts to bring more customers, such as marketing schemes and interior design; make better atmosphere and service as well as the quality of foods, with am overall ambience that welcomes and refreshes who enter to the domestic family restaurants.