프랜차이즈베이커리 브랜드 이미지가 고객만족에 미치는 영향
The effects of Franchise bakery Brand Image affecting the Customer satisfaction
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The brand image of a specific product impact on market value and it leads to the overall state of the business status in the industry. As Franchise bakery industry has been increased competitions and it has been increasingly difficult to make distinguishing differentiation of their brand from other thus, a Franchise bakery needs to work on differentiating their brand image. The purpose of this study is to research and analyse the effects to the Franchise bakery brand having on the consumer’s intentional revisit, and to provide for the industry with effective marketing strategy to create and to maintain positive brand image. The study findings indicate; first, the utility, reliability, favourableness, service and advertisement are related go positive impact for customer satisfaction and these become a factor for consumer’s intention to revisit. This study recommends Franchise bakeries need to improve the quality of products, create positive brand image and help customers to recognize the brand image in order to promote customer’s revisit.
Abstract
The brand image of a specific product impact on market value and it leads to the overall state of the business status in the industry. As Franchise bakery industry has been increased competitions and it has been increasingly difficult to make distinguishing differentiation of their brand from other thus, a Franchise bakery needs to work on differentiating their brand image. The purpose of this study is to research and analyse the effects to the Franchise bakery brand having on the consumer’s intentional revisit, and to provide for the industry with effective marketing strategy to create and to maintain positive brand image. The study findings indicate; first, the utility, reliability, favourableness, service and advertisement are related go positive impact for customer satisfaction and these become a factor for consumer’s intention to revisit. This study recommends Franchise bakeries need to improve the quality of products, create positive brand image and help customers to recognize the brand image in order to promote customer’s revisit.
참고문헌 (24)
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