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브랜드 에쿼티가 만족도 및 브랜드 충성도에 미치는 영향
백종온(Jong On Baek),박경태(Kyong Tae Park) 한국조리학회 2010 한국조리학회지 Vol.16 No.5
This research aimed to analyze the effects of brand equity has on satisfaction and brand loyalty of food service consumers in restaurants. For the empirical analysis, we used the self-administered method, using 250 copies of questionnaire in total. 235 copies(94%) was collected and we used the 223 copies(89%) for the analysis. For data processing, we used the statistical package program of SPSS WIN Version 12.0, conducting a frequency analysis, a reliability analysis and a factor analysis, and verifying hypotheses through a regression analysis. As the result of the research, for the hypothesis that Brand equity(brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on satisfaction, it showed that brand recognition, brand image and perceived quality have a significant effect on satisfaction, and for the hypothesis that Satisfaction will have a significant effect on brand loyalty, it showed that satisfaction has a significant effect on brand loyalty. For the hypothesis that Brand equity (brand recognition, brand image, perceived quality, brand attitude) will have a significant effect on brand loyalty, it showed that brand recognition, perceived quality and brand attitude have a significant effect on brand loyalty. To build a competitive brand of the food service industry on the basis of the results of this research, they will concentrate their energy on outlining strategies which can remind customers of their brands by managing their brands systematically and on strengthening their brand equity effectively.
백종온(Jong On Baek),박경태(Kyong Tae Park) 한국조리학회 2012 한국조리학회지 Vol.18 No.2
This study aims to analyze the effects of satisfaction on behavioral intentions depending on brand equity based on the consumers who visited specialty coffee shops in Busan. The self-administered method was used for empirical analysis and 295 copies (89%) out of 300 copies of questionnaires were used for analysis. For data processing, the SPSS WIN Version 15.0 statistical package program was used and the frequency analysis, reliability analysis, factor analysis were conducted so the hypothesis was verified through the regression analysis. As a result, for the hypothesis that Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on satisfaction, perceived quality, brand awareness, and brand image had a significant impact on satisfaction. Satisfaction was shown to have a significant impact on behavioral intentions for the hypothesis that Satisfaction will have a significant impact on behavioral intentions For the hypothesis that Brand equity(perceived quality, brand awareness, brand image) will have a significant impact on behavior intentions, perceived quality and brand awareness had a significant impact on behavioral intentions while brand image didn`t. Based on the results of this study, companies should be systematically managed to prepare strategies to remind consumers of their brands and focus on to strengthen brand equity effectively in order to build a competitive brand.
외식업체 종사원의 서비스지향성이 조직유효성 및 고객지향성에 미치는 영향
백종온(Jong On Baek) 한국관광연구학회 2015 관광연구저널 Vol.29 No.1
This research focusing on family restaurant employees in Busan-city·Kyungnam-province, is subjected to provide a basic material that can be useful for local restaurants` effective administration and management in such a way which analyzes relations involved in influence on organization effectiveness and customer orientation of service orientation of foodservice employees. Total 250 sheets of questionnaire were distributed and 235 sheets were collected for empirical data analysis. For data processing, SPSS win version 20.0 statistic package program was adopted. The verification was conducted through frequency analysis, reliability analysis, factor analysis, regression analysis. First, it was revealed that there were significant influence of service leadership, service system, service encounter on job satisfaction, but there weren`t significant influence of them on human resource management, at which service leadership, service system, service encounter were included in service orientation and, to the contrary, job satisfaction and human resource management were in organizational effectiveness . Second, it was revealed that there were significant influence of job satisfaction, organizational effectiveness, which were included in organizational commitment, on customer orientation. Third, there were significant influence of service leadership, service system, service encounter, which were of that service orientation, on customer orientation, but there weren``t significant influence of them on human resource.
한식당 서비스스케이프에 의한 관계품질이 충성도에 미치는 영향
백종온(Jong On Baek) 한국조리학회 2013 한국조리학회지 Vol.19 No.5
This research was intended to investigate the influence of relationship quality by servicescape of Korean restaurants on loyalty targeting Busan city area. For this, a research model was designed and hypotheses were drawn through literature investigation. 300 copies of the questionnaire for a survey were distributed from 6th to 24th of May, 2013, and then 288 copies were adopted for the empirical analysis. As for data processing, the data were analyzed by using SPSS win version 18.0 statistics package program and were verified through frequency analysis, reliability analysis, factor analysis, and regression analysis. The result of this empirical study was summarized as follows. First, as a result of verifying the influence of servicescape factors on relationship quality, cleanliness, comfortableness, and accessibility among the servicescape factors had significant effects on commitment among the quality factors. Second, the result from verifying how the servicescape factors affected trust showed that attractiveness, comfortableness, and accessibility had significant effects on trust. Third, commitment and trust among the relationship quality factors were found to have significant effects on loyalty.
한식체인레스토랑의 서비스실패에 의한 회복전략이 고객-브랜드관계의 질에 미치는 영향
이계원(Keo Won Lee),백종온(Jong On Baek) 한국관광연구학회 2012 관광연구저널 Vol.26 No.5
This study was intended to clarify how recovery strategy for korean traditional food chain restaurants to cope with their service failure affected customers-brand relationship quality, aimed at restaurants firms. The analysis result could be sum up as follows. Service failure turned out to be a potent influence on recovery strategy. It was proved that there was a significant influence of lack of proper sanitation and service on behavioral recovery strategy, and found that there was a significant influence of lack of proper service on financial recovery strategy. Recovery strategy turned out to be a potent influence on customers-brand relationship quality. It was revealed that there was a significant influence of behavioral recovery strategy on self-connection and partner quality, and found that there was a statistically significant influence of financial recovery strategy on partner quality From the findings of the study, it became evident that customers who used to visit korean traditional food chain restaurants presented some important parts for self-concept concerning their identification in using brand and intended to positive perspective for brand in connecting partnership. Being subject to establish customers-brand relationship, through korean traditional food chain restaurants attempt to show goodwill with a focus of positive perspective and reliability, is therefore expected to help the relationship to be continued.