패스트푸드 구매의도 유형에 따른 브랜드 이미지와 고객만족 차이 비교 분석에 관한 연구
A Study on The Comparative Analysis of Difference in Brand Image and Customer Satisfaction According to The Fast Food Purchase Intention Type
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The results of this study is as followings. First, significant differences appear in brand image and customer satisfaction, classified with the type of fast-food purchase intention. That is, the fast-food store, at first, has to show good brand image and satisfy the customer who has medium purchase intention and low purchase intention, promote products by good food, quality, taste, human resources, facility atmosphere, classified with seasons, and a variety of menus, and also has to be considerate of customers about a lot of matters. Second, generally, the customer was satisfied with brand image and customer satisfaction. But low purchase intention type group showed low satisfaction with products, stores, and customer satisfaction. So, the fast-food store has to manage services with high dignity effectively, so that the customer who uses food-service franchises can use it repeatedly , satisfying with food taste, quality, services, and atmosphere. The customer's satisfaction may drive other customer's behavior promptly. The customer's repeated visitation through systematic customer management and their word-of-mouth will be important factor from high satisfaction. So, it is necessary to improve quality continuously, give high-quality services, keep clean circumstances, and develop and maintain fast, accurate services. In summary , it was proved that significant differences appear in brand image and customer satisfaction, classified with the type of fast-food purchase intention. On the basis of the fact, all of the food-service franchise businesses can enhance satisfaction, classifying with purchase intention types. They have to operate into competitive and systematic fast-food businesses. So, the fast-food business needs a marketing strategy to lead customer satisfaction by enhanced brand image. So, the fast-food business needs a marketing strategy to drive positive customer satisfaction by enhancing existing customer satisfaction, rather than make efforts to create new customers.
Abstract
The results of this study is as followings. First, significant differences appear in brand image and customer satisfaction, classified with the type of fast-food purchase intention. That is, the fast-food store, at first, has to show good brand image and satisfy the customer who has medium purchase intention and low purchase intention, promote products by good food, quality, taste, human resources, facility atmosphere, classified with seasons, and a variety of menus, and also has to be considerate of customers about a lot of matters. Second, generally, the customer was satisfied with brand image and customer satisfaction. But low purchase intention type group showed low satisfaction with products, stores, and customer satisfaction. So, the fast-food store has to manage services with high dignity effectively, so that the customer who uses food-service franchises can use it repeatedly , satisfying with food taste, quality, services, and atmosphere. The customer's satisfaction may drive other customer's behavior promptly. The customer's repeated visitation through systematic customer management and their word-of-mouth will be important factor from high satisfaction. So, it is necessary to improve quality continuously, give high-quality services, keep clean circumstances, and develop and maintain fast, accurate services. In summary , it was proved that significant differences appear in brand image and customer satisfaction, classified with the type of fast-food purchase intention. On the basis of the fact, all of the food-service franchise businesses can enhance satisfaction, classifying with purchase intention types. They have to operate into competitive and systematic fast-food businesses. So, the fast-food business needs a marketing strategy to lead customer satisfaction by enhanced brand image. So, the fast-food business needs a marketing strategy to drive positive customer satisfaction by enhancing existing customer satisfaction, rather than make efforts to create new customers.
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