Identifying chain restaurant company's shareholder value maximization strategies - Case study of high SHV and low SHV restaurant companies -

다국어 초록 (Multilingual Abstract)

The purpose of this study is to conduct a case study that examine the difference between high SHV chain restaurant company from low SHV chain restaurant company. The existing theoretical backgrounds support the causal relationships between the six marketing attributes and SHV of a restaurant company. For the empirical data analysis, a high SHV restaurant company (SHV: $2.6 billion) and a low SHV restaurant company (SHV: $190 million) were selected from the chain restaurant segment. Independent sample t-test results revealed that a high SHV restaurant company has significantly higher value of all marketing attributes than a low SHV restaurant company. Logistic regression analyses found ten specific marketing attributes that significantly differentiates high SHV company from low SHV company. Based on the findings, theoretical/managerial implications are discussed.

참고문헌 (Reference)

1 나정기, "한식의 세계화 방안에 관한 연구" 한국외식경영학회 10 (10): 155-179, 2007

2 이서형, "외식 이용고객의 품질지각에 따른 고객행동에 관한 연구" 한국외식경영학회 10 (10): 311-331, 2007

3 박오성, "서비스품질과 상황 대처요인이 고객만족에 미치는 영향에 관한 연구" 한국외식경영학회 9 (9): 87-107, 2006

4 Jones, T.O, "Why satisfied customers defect" 73 : 88-99, 1995

5 Oliver, R. L, "Whence Consumer Loyalty" 63 (63): 33-44, 1999

6 Doyle,P, "Value-based marketing" John Wiley & Sons 2000

7 Gallarza, M.G, "Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students' travel behavior" 27 (27): 437-452, 2006

8 Gounaris, S.P, "Trust in industrial service relationships: behavioral consequences, antecedents and the moderating effect of the duration of the relationship" 16 (16): 636-655, 2002

9 Kim, H, "The relationship between brand equity and firms' performance in luxury hotels and chain restaurants" 26 (26): 549-560, 2005

10 Harrison-Walker,L.J, "The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents" 4 (4): 60-75, 2001

11 Henning-Thurau, T, "The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development" 14 (14): 737-764, 1997

12 Blodgett, J.G., "The effects of distributive, procedural, and interactional justice on postcomplaint behavior" 73 (73): 185-210, 1997

13 Chevalier, J.A, "The effect of word of mouth on sales: Online book reviews" 43 (43): 345-354, 2006

14 Zeithaml, V.A., "The behavioral consequences of service quality" 60 (60): 31-46, 1996

15 Kaplan, R.S, "The balanced scorecard-measures that drive performance" 70 (70): 71-79, 1992

16 Magi,A.W, "Share of wallet in retailing: The effects of customer satisfaction, loyalty cards and shopper characteristics" 79 (79): 97-106, 2003

17 Chow, I.H., "Service quality in restaurant operations in China: decision- and experiential-oriented perspectives" 26 (26): 698-710, 2007

18 Crosby, L.A., "Relationship quality in services selling: an interpersonal influence perspective" 54 (54): 68-81, 1990

19 Peterson, R.A, "Relationship marketing and the consumer" 23 (23): 278-281, 1995

20 Nunnally,J.C, "Psychometric theory" McGraw-Hill 1978

21 Meng, J, "Predictors of relationship quality for luxury restaurants" 15 (15): 509-515, 2008

22 Hyun,S, "Predictors of relationship quality and loyalty in the chain restaurant industry" 51 (51): 251-267, 2010

23 Roberts, K., "Measuring the quality of relationships in consumer services: An empirical study" 37 (37): 169-196, 2003

24 Cronin, J.J, "Measuring service quality: A reexamination and extension" 56 (56): 55-68, 1992

25 Berger, P.D., "Marketing actions and the value of customer assets: A framework for customer asset management" 5 (5): 39-54, 2002

26 Aaker,D.A, "Managing brand equity" The Free Press 1991

27 Raymond, M.A, "Maintaining customer relationships in direct sales: stimulating repeat purchase behavior" 14 (14): 67-76, 1994

28 Petty, R.E, "Issue involvement as a moderator of the effects on attitude of advertising content and context" 8 : 20-24, 1980

29 Bloemer, J., "Investigating drivers of bank loyalty: The complex relationship between image, service quality and satisfaction" 16 (16): 276-286, 1998

30 Bolton, R.N., "Implications of loyalty program membership and service experiences for customer retention and value" 28 (28): 95-108, 2000

31 Berger, P.D., "From customer lifetime value to shareholder value: Theory, empirical evidence, and issues for future research" 9 (9): 156-167, 2006

32 Advertising Age, "Fact Pack: 4th Annual Guide to Advertising Marketing"

33 Rosen, D, "Evaluating relationships: Are satisfaction and quality enough" 9 (9): 103-125, 1998

34 Rust, R.T., "Driving Customer Equity" Free Press 2000

35 Hyun, S, "Dimensions of brand equity in the chain restaurant industry" 52 (52): 1-10, 2011

36 Ladhari, R., "Determinants of dining satisfaction and post-dining behavior intentions" 27 (27): 563-573, 2008

37 Soriano,D.R, "Customers' expectations factors in restaurants: The situation in Spain" 19 (19): 1055-1068, 2002

38 Zeithaml,V.A, "Customer perceptions of price, quality, and value: A means-end model and synthesis of evidence" 52 (52): 2-22, 1988

39 Blattberg, R.C., "Customer equity: Building and managing relationships as valuable assets" Harvard Business School Press 2001

40 Rappaport,A, "Creating shareholder value" The Free Press 1986

41 Hyun,S, "Creating a model of customer equity for chain restaurant brand formation" 28 (28): 529-539, 2009

42 Martenson,R, "Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands" 35 (35): 544-555, 2007

43 Kivela, J., "Consumer research in the restaurant environment, part 1: a conceptual model of dining satisfaction and return patronage" 11 (11): 205-222, 1999

44 Auty,S, "Consumer choice and segmentation in the restaurant industry" 12 (12): 324-339, 1992

45 Keller,K.L, "Conceptualizing, measuring, and managing customer-based brand equity" 57 (57): 1-22, 1993

46 Shugans S.M, "Brand loyalty program: Are they shams" 24 (24): 185-193, 2005

47 Erdem, T, "Brand equity as a signaling phenomenon" 7 (7): 131-158, 1998

48 Ryu, G, "A penny for your thought : Referral reward programs and referral likelihood" 71 (71): 84-89, 2007

49 Oliver,R.L, "A conceptual model of service quality and service satisfaction: Compatible goals, different concepts, In Advances in Services Marketing and Management: Research and Practice" JAI Press 1993