본문 바로가기
KERD
논문KCI 등재

Exploring the Antecedents of Price Fairness in the Fast Food: A case of McDonald’s

문준호|박선우|송명근
경영경제연구소 (management & economic research institute)|2019.12|아태비즈니스연구 ((APJB) Asia Pacific Journal of Business)|제10권 제4호|pp. 181-195|DOI https://doi.org/10.32599/apjb.10.4.201912.181

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

Fast FoodPrice FairnessAdvertising AttitudeBrand LoveEmployee Service

초록

This study aims to investigate the influencing attributes on price fairness in the domain of fast food service context. As the research subject, this research selects McDonald’s business because of its market share in the fast food market. Five attributes are examined to account for price fairness. The attributes are advertising attitude, employee service, waiting, convenience, and brand love. This study performed survey to collect the data. The survey participants are university students because they are essential market segment for fast food business. The number of observation is 299 for the data analysis. To analyze the data, this research used various statistical instruments (e.g., frequency analysis, mean and standard computation, exploratory factor analysis, reliability test, correlation matrix, and multiple regression analysis). Regarding the results, this research identified advertising attitude, employee service, and brand love are influential attributes to establish price fairness of university students. This research could inform the marketing director of food service business to understand university students target better.

Abstract

This study aims to investigate the influencing attributes on price fairness in the domain of fast food service context. As the research subject, this research selects McDonald’s business because of its market share in the fast food market. Five attributes are examined to account for price fairness. The attributes are advertising attitude, employee service, waiting, convenience, and brand love. This study performed survey to collect the data. The survey participants are university students because they are essential market segment for fast food business. The number of observation is 299 for the data analysis. To analyze the data, this research used various statistical instruments (e.g., frequency analysis, mean and standard computation, exploratory factor analysis, reliability test, correlation matrix, and multiple regression analysis). Regarding the results, this research identified advertising attitude, employee service, and brand love are influential attributes to establish price fairness of university students. This research could inform the marketing director of food service business to understand university students target better.

참고문헌 (66)

  1. Albert, N., "The Role of Brand Love in Consumer-brand Relationships", Journal of Consumer Marketing, 30(3), pp.258~266 (2013)
  2. Alnawas, I., "Exploring the role of Brand Identification and Brand Love in Generating Higher Levels of Brand Loyalty", Journal of Vacation Marketing, 22(2), pp.111~128 (2016)
  3. 안영란, "피자배달전문점 배달서비스 대기시간 유형이 고객만족과재구매의도에 미치는 영향", Culinary Science & Hospitality Research, 24(5), pp.131~144 (2018), (사)한국조리학회[DOI]
  4. 배성일, "파인다이닝 레스토랑의 서비스품질이 레스토랑 혁신적이미지 및지각된 가격공정성, 재방문의도에 미치는 영향", 관광연구저널, 31(12), pp.177~192 (2017), 한국관광연구학회[DOI]
  5. Bagozzi, R. P., "Brand Love : Development and Validation of a Practical Scale", Marketing Letters, 28(1), pp.1~14 (2017)
  6. Batra, R., "Brand Love", Journal of Marketing, 76(2), pp.1~16 (2012)
  7. Bei, L., "An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, pp.125~140 (2001)
  8. Bielen, F., "Waiting Time Influence on the Satisfaction-loyalty Relationship in Services", Managing Service Quality : An International Journal, 17(2), pp.174~193 (2007)
  9. Bergkvist, L., ""Two Studies of Consequences and Actionable Antecedents of Brand Love", Journal of Brand Management, 17(7), pp.504~518 (2010)
  10. Brown, L., "The Strategic and Tactical Implications of Convenience in Consumer Product Marketing", Journal of Consumer Marketing, 6(3), pp.13~19 (1989)
  11. Bruner, G., "Attitude Toward Location-based Advertising", Journal of Interactive Advertising, 7(2), pp.3~15 (2007)
  12. Buckley, M., "The Convenience Food Market in Great Britain : Convenience Food Lifestyle(CFL)Segments", Appetite, 49(3), pp.600~617 (2007)
  13. Carroll, B., "Some Antecedents and Outcomes of Brand Love", Marketing Letters, 17(2), pp.79~89 (2006)
  14. 최진성, "한류 콘텐츠 관여수준에 따른 온라인 커뮤니티 참여, 브랜드 사랑, 방문 의도 간 구조적 관계 - 태권도 커뮤니티를 사례로 -", 관광학연구, 41(2), pp.77~98 (2017), 한국관광학회[DOI]
  15. Davis, M. M., "A Framework for Relating Waiting Time and Customer Satisfaction in a Service Operation", Journal of Services Marketing, 4(1), pp.61~69 (1990)
  16. Dekhili, S., "Price Fairness in the Case of Green Products : Enterprises' Policies and Consumers' Perceptions", Business Strategy and the Environment, 22(8), pp.547~560 (2013)
  17. Dharmawirya, M., "Analysis of Expected and Actual Waiting Time in Fast Food Restaurants", Industrial Engineering Letters, 2(5), pp.11~ (2012)
  18. Dutta-Bergman, M., "The Demographic and Psychographic Antecedents of Attitude toward Advertising", Journal of Advertising Research, 46(1), pp.102~112 (2006)
  19. Ferguson, J. L., ""Procedural and Distributive Fairness : Determinants of overall Price Fairness", Journal of Business Ethics, 121(2), pp.217~231 (2014)
  20. "Hambuger is the best for eating alone" (2016)[URL]
  21. "Last year, McDonald’s is number one fast food in the world" (2018)[URL]
  22. Hair, J. F., "Multivariate Data Analysis: A Global Perspective" (2010), Pearson Education
  23. 허옥, "증강현실 광고의 프레즌스 매개효과가 광고 태도, 브랜드 태도 그리고 구매 의도에 미치는 영향", 광고연구, (90), pp.71~98 (2011), 한국광고홍보학회
  24. Hjelmar, U., "Consumers’ Purchase of Organic Food Products. A Matter of Convenience and Reflexive Practices", Appetite, 56(2), pp.336~344 (2011)
  25. Homburg, C., "How Price Complexity Takes its Toll : The Neglected Role of a Simplicity Bias and Fairness in Price Evaluations", Journal of Business Research, 67(6), pp.1114~1122 (2014)
  26. "Price fairness, for me, experience, good consumption, and minimal: 2017 trend" (2018)[URL]
  27. 장재선, "대학생들의 패스트푸드 소비 형태와 행동에 대한 연구", 한국식품영양학회지, 26(2), pp.301~309 (2013), 한국식품영양학회[DOI]
  28. 장우몽, "중국의 인터넷 쇼핑몰 품질이 고객 만족 및 재구매 의향에 미치는 영향", 아태비즈니스연구, 10(1), pp.105~116 (2019), 경영경제연구소[DOI]
  29. 전귀연, "판매촉진이 가격공정성, 브랜드가치, 브랜드 이미지, 및 브랜드 애호도에 미치는 영향", 관광연구, 25(3), pp.183~198 (2010), 대한관광경영학회
  30. 전홍식, "브랜드 사랑, 브랜드 충성도 및 구전이 브랜드 경영에 미치는 영향", e-비즈니스연구, 12(2), pp.199~227 (2011), 국제e-비즈니스학회[DOI]
  31. Jones, P., "Managing Perceptions of Waiting Times in Service Queues", International Journal of Service Industry Management, 7(5), pp.47~61 (1996)
  32. 정유준, "커피전문점의 브랜드이미지가 가격공정성 지각 및 관계지속의도에 미치는 영향", 관광연구저널, 33(6), pp.159~172 (2019), 한국관광연구학회[DOI]
  33. Karjaluoto, H., "Brand Love and Positive Word of Mouth : the Moderating Effects of Experience and Price", Journal of Product and Brand Management, 25(6), pp.527~537 (2016)
  34. 김기진, "커피전문점의 고객만족, 재방문의도, 구전의도 결정요인에 관한스타벅스와 다빈치 간의 비교연구: 변형된 SERVQUAL을 중심으로", Culinary Science & Hospitality Research, 17(1), pp.12~25 (2011), (사)한국조리학회[DOI]
  35. 김효경, "스타마케팅을 이용한 광고태도가 브랜드태도 및 구매의도에 미치는 영향 - 대명리조트 비발디파크 오션월드를 중심으로 -", 관광연구, 25(2), pp.229~251 (2010), 대한관광경영학회
  36. Kim, H. J., "The Effect of Management Commitment to Service on Employee Service Behaviors : the Mediating Role of Job Satisfaction", Journal of Hospitality and Tourism Research, 33(3), pp.369~390 (2009)
  37. 김맹진, "IPA를 활용한 패스트푸드 선택속성 분석 : 햄버거를 중심으로", 호텔경영학연구, 27(6), pp.175~187 (2018), 한국호텔외식관광경영학회[DOI]
  38. Kim, W., "Influence of Institutional DINESERV on Customer Satisfaction, Return Intention, and Word-of-mouth", International Journal of Hospitality Management, 28(1), pp.10~17 (2009)
  39. 김연미, "호텔 웹 광고의 광고속성이 광고태도와 브랜드태도, 구매의도에 미치는 영향", 지식경영연구, 12(1), pp.1~16 (2011), 한국지식경영학회[DOI]
  40. 김영택, "패밀리 레스토랑의 대기서비스관리가 지각된 대기시간 및 서비스품질 평가에 미치는 영향", 대한경영학회지, 23(1), pp.23~40 (2010), 대한경영학회
  41. Kukar-Kinney, M., "Consumers’ Perceptions of the Fairness of Price-matching Refund Policies", Journal of Retailing, 83(3), pp.325~337 (2007)
  42. 권금택, "커피전문점의 물리적 환경이 브랜드충성도와 고객행동의도에 미치는 영향", 동북아관광연구, 11(2), pp.105~126 (2015), 동북아관광학회
  43. 이애주, "커피전문점의 가격공정성에 대한 선행요인과 고객만족 및 고객충성도에 대한 연구", 외식경영연구, 14(5), pp.241~267 (2011), 한국외식경영학회
  44. 이은용, "외식업체 광고모델과 광고속성이 광고 태도 및 브랜드 태도에 미치는 영향 : 국내 피자업체 광고를 중심으로", 관광레저연구, 27(10), pp.185~203 (2015), (사)한국관광레저학회
  45. Lee, W., "Impact of Waiting Time on Evaluation of Service Quality and Customer Satisfaction in Foodservice Operations", Foodservice Research International, 12(4), pp.241~254 (2000)
  46. Liao, H., "Do it Right This Time : The Role of Employee Service Recovery Performance in Customer-perceived Justice and Customer Loyalty after Service Failures", Journal of Applied Psychology, 92(2), pp.475~ (2007)
  47. Liao, H., "A Multilevel Investigation of Factors Influencing Employee Service Performance and Customer Outcomes", Academy of Management Journal, 47(1), pp.41~58 (2004)
  48. MacKenzie, S. B., "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context", Journal of Marketing, 53(2), pp.48~65 (1989)
  49. Muehling, D., "An Investigation of Factors Underlying Attitude-toward-advertising-in-general", Journal of Advertising, 16(1), pp.32~40 (1987)
  50. Newman, K., "Interrogating SERVQUAL : a Critical Assessment of Service Quality Measurement in a High Street Retail Bank", International Journal of Bank Marketing, 19(3), pp.126~139 (2001)
  51. Xuexu Piao, "친환경 제품의 외재적 속성이 지각된 가치, 지각된 위험 및 구매의도에 미치는 영향: 중국 유기농우유를 중심으로", 아태비즈니스연구, 10(1), pp.55~72 (2019), 경영경제연구소[DOI]
  52. Qin, G., "Determinants of Customer-perceived Service Quality in Fast-food Restaurants and their Relationship to Customer Satisfaction and Behavioral Intentions", Quality Management Journal, 15(2), pp.35~50 (2008)
  53. Rageh Ismail, A., "Effects of Brand Love, Personality and Image on Word of Mouth : The Case of Fashion Brands among Young Consumers", Journal of Fashion Marketing and Management : An International Journal, 16(4), pp.386~398 (2012)
  54. Rauschnabel, P. A., "You’re so Lovable : Anthropomorphism and Brand Love", Journal of Brand Management, 21(5), pp.372~395 (2014)
  55. Roy, S. K., "Antecedents and Consequences of Brand Love", Journal of Brand Management, 20(4), pp.325~332 (2013)
  56. Roy, S. K., "Convenience and Satisfaction : Mediation of Fairness and Quality", The Service Industries Journal, 36(5-6), pp.239~260 (2016)
  57. Sarkar, A., "Understanding and Measuring Romantic Brand Love", Journal of Customer Behaviour, 11(4), pp.324~347 (2012)
  58. Stranieri, S., "Convenience Food with Environmentally-sustainable Attributes : A Consumer Perspective", Appetite, 116, pp.11~20 (2017)
  59. Swoboda, B., "Convenience-oriented Shopping : a Model from the Perspective of Consumer Research", People and Society, 17, pp.7~196 (2001)
  60. Tom, G., "A field study investigating the effect of waiting time on customer satisfaction", The Journal of Psychology, 131(6), pp.655~660 (1997)
  61. "Fast food is good for busy modern people" (2016)[URL]
  62. Tsang, M., "Consumer Attitudes toward Mobile Advertising : An Empirical Study", International Journal of Electronic Commerce, 8(3), pp.65~78 (2004)
  63. 유지은, "대기시간 서비스가 고객의 감정반응 및 이탈의도에 미치는 영향에 관한 연구", 한국외식산업학회지, 7(2), pp.101~121 (2011), 한국외식산업학회[DOI]
  64. 유명희, "테마파크의 서비스 품질과 이용성이 재방문의도에 미치는 영향연구", 경관과 지리, 22(1), pp.53~64 (2012), 한국사진지리학회[DOI]
  65. Yoon, K., "Comparison of Beliefs about Advertising, Attitude toward Advertising, and Materialism held by African Americans and Caucasians", Psychological Reports, 77(2), pp.455~466 (1995)
  66. 윤성준, "주얼리 브랜드에 대한 고객만족의 결정요인에 관한 연구", 아태비즈니스연구, 10(2), pp.43~64 (2019), 경영경제연구소[DOI]

관련 논문AI추천

Structural Relationship between Taste, Price Fairness, and Repurchase Intention of Fast Food: Moderating Effect of Healthiness문준호, 지윤호사람과세계경영학회 · Global Business and Finance Review2023 · 제28권 제5호패스트푸드 브랜드 신뢰의 선행요인과 후행요인에 관한 연구문준호, 송명근, 이원석한국마이스관광학회 · MICE관광연구2024 · 제24권 제1호Effect of Price Image on Post-purchase Satisfaction and Repatronage Intention: Mediating Role of Price Fairness김재영, 임상현한국유통과학회 · 유통과학연구2017 · 제15권 제1호피자 서비스에서의 가격 공정성과 재구매 의도에 대한 건강 염려의 조절효과문준호, 박세종, 이원석한국외식산업학회 · 한국외식산업학회지2018 · 제14권 제1호패스트푸드 전문점 DINESERV를 통한 이용 의도의 선행요인들에 관한 연구문준호, 송명근, 이원석한국마이스관광학회 · MICE관광연구2022 · 제22권 제4호저가 커피 전문점의 재방문 의도에 영향을 미치는 요인에 대한 연구문준호, 박선우, 송명근한국외식산업학회 · 한국외식산업학회지2019 · 제15권 제4호

이 간행물의 다른 논문 (13건)

The Timely Disclosure Behaviors of Delisted Companies: An Empirical Study of Korean Firms변혜영pp. 1-30한국공인회계사회 감사숙련도가 재량적 발생액에 미치는 영향김남헌, 이용규pp. 31-47네트워크 활동 특성이 R&D 수행기업의 기술혁신 성과에 미치는 영향에 대한 연구 : 관계자본, 산학연 연계, 비공식교류를 중심으로서환주, 심성학pp. 49-63조정베타 추정방식이 자산 손상차손 가치평가에 미치는 영향김이배, 장욱pp. 65-75가족기업과 주가급락위험채수준, 유혜영pp. 77-86
원문 보기