외식프랜차이즈의 서비스 가치가 인지적 태도, 정서적 태도, 그리고 충성도에 미치는 영향 = Effects of Service Value on Attitude, and Loyalty in Food-Service Franchise

다국어 초록 (Multilingual Abstract)

Purpose - The recent franchise industry is rapidly developing. Some franchisees have a low barriers to entry and competition among companies is intensifying. In this dynamic competitive environment, companies need to focus on customer preferences, quality, and technical interfaces to gain competitive advantage. As a result, companies are required to measure the performance of service values in order to provide differentiated services from competitors. In the franchise industry, customer experience marketing of service values will enable companies to create new businesses.
Franchise firms should explore a variety of services to increase service value and reduce failures.
Research design, data, methodology - The questionnaire of this study was based on the previous research. Surveys were conducted on panels of online surveys. Surveys were conducted on the panel who had visited the restaurant franchise within the past month. The survey was conducted for about 7 days from February 13, 2019 to February 19, 2019. Total 300 samples, 293 were used in the analysis except for seven unfair questionnaires.
Results - The findings of this study are as follows: Emotional, monetary, and reputation values have positive effects on cognitive and affective attitudes. Quality value and behavioral value did not effect cognitive attitude and affective attitude significantly. In addition, affective attitude has positive effect on loyalty, but cognitive attitude did not significant effect on loyalty.
Conclusions - First, food-service franchise company should develop a service that enables customers to use the store conveniently. We need to develop a comfortable environment for our customers and provide intangible services. Second, food-service franchise company should provide a reasonable price service. Food-service franchise company needs to sell a high quality menu at a reasonable price to generate profits. Third, food-service franchise companies need to strategically respond to their reputation. In other words, food-service franchise company needs to constantly monitor the reputation of its customers and respond appropriately to market conditions. Fourth, food-service franchise company needs to develop a service method capable of emotional interaction with customers. Food-service franchise firms need to develop ongoing service methods and educate their staff.

참고문헌 (Reference)

1 Karmarkar, U, "Will you survive the services revolution?" 82 (82): 100-107, 2004

2 Sheth, J. N, "Why we buy what we buy : A theory of consumption values" 22 (22): 159-170, 1991

3 Simester, D, "Why great new products fail: Many innovative new products don’t succeed in the marketplace. One common reason: Companies don’t focus enough on understanding how customers evaluate products and make purchase decisions" 57 (57): 32-39, 2016

4 Pine, B. J, "Welcome to the experience economy" 76 : 97-105, 1998

5 Williams Jr, R. M, "Understanding human values" Free Press 1979

6 Meyer, C, "Understanding customer experience" 85 (85): 116-126, 2007

7 Reid, R. D, "The use of technology to improve service quality : A look at the extent of service improvements to be gained through investments in technology and expanded facilities and programs" 33 (33): 68-73, 1992

8 Gustafsson, A, "The role of quality practices in service organizations" 14 (14): 232-244, 2003

9 Bagozzi, R. P, "The role of emotions in marketing" 27 (27): 184-206, 1999

10 Beatty, S. E, "The involvement—commitment model : Theory and implications" 16 (16): 149-167, 1988

11 Parasuraman, A, "The impact of technology on the quality-value-loyalty chain : A research agenda" 28 (28): 168-174, 2000

12 Birgelen, M. V, "The impact of attitude strength on customer-oriented priority setting by decision-makers : An empirical investigation" 24 (24): 763-783, 2003

13 Tudoran, A, "The effect of health benefit information on consumers health value, attitudes and intentions" 52 (52): 568-579, 2009

14 Faircloth, J. B, "The effect of brand attitude and brand image on brand equity" 9 (9): 61-75, 2001

15 Sánchez-Fernández, R, "The conceptualisation and measurement of consumer value in services" 51 (51): 1-17, 2009

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

17 Keng, C. J, "The acceptance of blogs : Using a customer experiential value perspective" 19 (19): 479-495, 2009

18 Morris, J. S, "The Daily Show with Jon Stewart and audience attitude change during the 2004 party conventions" 31 (31): 79-102, 2004

19 Vermeir, I, "Sustainable food consumption among young adults in Belgium : Theory of planned behaviour and the role of confidence and values" 64 (64): 542-553, 2008

20 Desai, K. K, "Strategic role of affect-based attitudes in the acquisition, development, and retention of customers" 42 (42): 309-324, 1998

21 Parasuraman, A, "Servqual : A multiple-item scale for measuring consumer perceptions of service quality" 64 (64): 12-40, 1988

22 Vargo, S. L, "Service-dominant logic : Continuing the evolution" 36 (36): 1-10, 2008

23 Ruiz, D. M, "Service value revisited : Specifying a higher-order, formative measure" 61 (61): 1278-1291, 2008

24 Cronin Jr, J. J, "SERVPERF versus SERVQUAL : Reconciling performance-based and perceptions-minus-expectations measurement of service quality" 58 (58): 125-131, 1994

25 Weigelt, K, "Reputation and corporate strategy : A review of recent theory and applications" 9 (9): 443-454, 1988

26 Abdul-Muhmin, A. G, "Repeat purchase intentions in online shopping : The role of satisfaction, attitude, and online retailers' performance" 23 (23): 5-20, 2010

27 Hu, H. H, "Relationships and impacts of service quality, perceived value, customer satisfaction, and image : An empirical study" 29 (29): 111-125, 2009

28 Kraft, P, "Perceived difficulty in the theory of planned behaviour : Perceived behavioural control or affective attitude?" 44 (44): 479-496, 2005

29 Lin, C. H, "Past progress and future directions in conceptualizing customer perceived value" 16 (16): 318-336, 2005

30 Keng, C. J, "Modeling service encounters and customer experiential value in retailing : An empirical investigation of shopping mall customers in Taiwan" 18 (18): 349-367, 2007

31 De Ruyter, K, "Merging service quality and service satisfaction. An empirical test of an integrative model" 18 (18): 387-406, 1997

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

33 Farris, P. W, "Marketing metrics: The definitive guide to measuring marketing performance" Pearson Education 2010

34 Zhang, B, "Luxury fashion consumption in China : Factors affecting attitude and purchase intent" 20 (20): 68-79, 2013

35 Nambisan, S, "Interactions in virtual customer environments : Implications for product support and customer relationship management" 21 (21): 42-62, 2007

36 Shih, H. P, "Informational and relational influences on electronic word of mouth : An empirical study of an online consumer discussion forum" 17 (17): 137-166, 2013

37 Kumar, A, "Indian consumers' purchase intention toward a United States versus local brand" 62 (62): 521-527, 2009

38 Lai, F, "How quality, value, image, and satisfaction create loyalty at a Chinese telecom" 62 (62): 980-986, 2009

39 Yang, Y, "How does perceived value affect travelers' satisfaction and loyalty?" 42 (42): 1733-1744, 2014

40 Celebi, S. I, "How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising?" 51 : 312-324, 2015

41 Lovelock, C, "Handbook of Services Marketing & Management’" Sage 2000

42 Giner-Sorolla, R, "Guilty pleasures and grim necessities : Affective attitudes in dilemmas of self-control" 80 (80): 206-221, 2001

43 Ruth, J. A, "Framing information to enhance corporate reputation : The impact of message source, information type, and reference point" 57 (57): 14-20, 2004

44 Glasman, L. R, "Forming attitudes that predict future behavior : A meta-analysis of the attitude-behavior relation" 132 (132): 778-822, 2006

45 Hasan, B, "Exploring gender differences in online shopping attitude" 26 (26): 597-601, 2010

46 Chudry, F, "Exploring attitudes and predicting intentions : Profiling student debtors using an extended theory of planned behavior" 41 (41): 119-149, 2011

47 Honkanen, P, "Ethical values and motives driving organic food choice" 5 (5): 420-430, 2006

48 Sallam, M. A. A, "Endorser credibility effects on Yemeni male consumer's attitudes towards advertising, brand attitude and purchase intention : The mediating role of attitude toward brand" 5 (5): 55-66, 2012

49 Dodds, W. B, "Effects of price, brand, and store information on buyers’ product evaluations" 28 (28): 307-319, 1991

50 Baloglu, S, "Dimensions of customer loyalty : Separating friends from well wishers" 43 (43): 47-59, 2002

51 Petrick, J. F, "Development of a multi-dimensional scale for measuring the perceived value of a service" 34 (34): 119-134, 2002

52 Lawton, R, "Desire or reason : Predicting health behaviors from affective and cognitive attitudes" 28 (28): 56-65, 2009

53 Kursunluoglu, E, "Customer service effects on customer satisfaction and customer loyalty : A field research in shopping centers in Izmir City-Turkey" 2 (2): 52-59, 2011

54 Fornell, C, "Customer satisfaction and stock prices : High returns, low risk" 70 (70): 3-14, 2006

55 Kandampully, J, "Customer loyalty in the hotel industry : The role of customer satisfaction and image" 12 (12): 346-351, 2000

56 Dick, A. S, "Customer loyalty : Toward an integrated conceptual framework" 22 (22): 99-113, 1994

57 Eberl, M, "Corporate reputation:Disentangling the effects on financial performance" 39 (39): 838-854, 2005

58 Moon, M. A, "Consumer's perceptions of website's utilitarian and hedonic attributes and online purchase intentions : A cognitive–affective attitude approach" 21 (21): 73-88, 2017

59 Bojanic, D. C, "Consumer perceptions of price, value and satisfaction in the hotel industry : An exploratory study" 4 (4): 5-22, 1996

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

61 Sweeney, J. C, "Consumer perceived value : The development of a multiple item scale" 77 (77): 203-220, 2001

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

63 Cheng, S, "Comparisons of competing models between attitudinal loyalty and behavioral loyalty" 2 (2): 149-166, 2011

64 Conner, M, "Changing exercise through targeting affective or cognitive attitudes" 26 (26): 133-149, 2011

65 Baldinger, A. L, "Brand loyalty : The link between attitude and behavior" 36 (36): 22-35, 1996

66 Douglas, L, "Attitudes to service quality–the expectation gap" 33 (33): 165-172, 2003

67 Ajzen, I, "Attitude-behavior relations : A theoretical analysis and review of empirical research" 84 (84): 888-918, 1977

68 Hunecke, M, "Attitude-based target groups to reduce the ecological impact of daily mobility behavior" 42 (42): 3-43, 2010

69 Malhotra, N. K, "Attitude and affect : New frontiers of research in the 21st century" 58 (58): 477-482, 2005

70 Schwartz, S. H, "Are there universal aspects in the structure and contents of human values?" 50 (50): 19-45, 1994

71 Fiore, A. M, "An integrative framework capturing experiential and utilitarian shopping experience" 35 (35): 421-442, 2007

72 Petrick, J. F, "An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit" 41 (41): 38-45, 2002

73 Trafimow, D, "Affective and cognitive control of persons and behaviours" 43 (43): 207-224, 2004

74 Vaske, J. J, "A value-attitudebehavior model predicting wildland preservation voting intentions" 12 (12): 523-537, 1999

75 Grönroos, C, "A service quality model and its marketing implications" 18 (18): 36-44, 1984

76 Majumdar, A, "A model for customer loyalty for retail stores inside shopping malls–an Indian perspective" 27 (27): 5-21, 2005

77 Starr, M. K, "A loyalty group segmentation model for brand purchasing simulation" 15 (15): 378-383, 1978

78 Boulding, W, "A dynamic process model of service quality : From expectations to behavioral intentions" 30 (30): 7-27, 1993