외식기업의 재활용방침과 친환경운영이 브랜드이미지, 충성도에 미치는 영향
Effects of Recycling Policies and Eco-Friendly Operation of Food Service Industry on Brand Image and Loyalty
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In this study, the following research results were derived through empirical analysis of how the recycling policies and eco-friendly operation of food service companies affect brand image and loyalty. The questionnaire was received for 4 weeks from June 2nd to June 30th, 2022 and a total of 250 questionnaires were distributed and 218 copies were used for the study, excluding 32 insincere questionnaires. The research results are as follows. First, it was found that the recycling policy of food service companies affects(+) the brand image. This indicates that the recycling policy and eco-friendly activities of the food service company show a positive attitude toward the company's products from consumers and have a positive effect on the brand image. Second, it was found that the eco-friendly operation of food service companies effected(+) on the brand image. This supports the research result that eco-friendly activities are intangible assets that have a huge impact on building brand image. Third, it was found that brand image had a positive (+) effect on loyalty. This means that when consumers have a positive brand image, their preference, repurchase potential, and word-of-mouth effect increase. Therefore, Food service companies not only actively implement recycling policies and eco-friendly operations, but also enhance their brand image by letting consumers know about these practices, and have a positive attitude toward products and services as well as satisfaction with the company's recycling policies and eco-friendly operation. It may be said that effort is required.
Abstract
In this study, the following research results were derived through empirical analysis of how the recycling policies and eco-friendly operation of food service companies affect brand image and loyalty. The questionnaire was received for 4 weeks from June 2nd to June 30th, 2022 and a total of 250 questionnaires were distributed and 218 copies were used for the study, excluding 32 insincere questionnaires. The research results are as follows. First, it was found that the recycling policy of food service companies affects(+) the brand image. This indicates that the recycling policy and eco-friendly activities of the food service company show a positive attitude toward the company's products from consumers and have a positive effect on the brand image. Second, it was found that the eco-friendly operation of food service companies effected(+) on the brand image. This supports the research result that eco-friendly activities are intangible assets that have a huge impact on building brand image. Third, it was found that brand image had a positive (+) effect on loyalty. This means that when consumers have a positive brand image, their preference, repurchase potential, and word-of-mouth effect increase. Therefore, Food service companies not only actively implement recycling policies and eco-friendly operations, but also enhance their brand image by letting consumers know about these practices, and have a positive attitude toward products and services as well as satisfaction with the company's recycling policies and eco-friendly operation. It may be said that effort is required.
참고문헌 (38)
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