외식업의 브랜드개성이 고객만족 및 고객충성도에 미치는 영향

Effect of Brand Personality on Customers' Satisfaction and Loyalty in Food Industry

As industrial development standardizes the quality products, people are increasingly attracted by a certain brand with intangible value. Customers, surrounded by a variety of brand on a market, want to have relationships with specific brands reflected by their personality. So the purpose of this study is to identify the dimensions of the food-service brand personality and to investigate the effect of customer-brand relationship quality between brand personality and customer's attitude in the Food-Service industry. For the study, research data was collected men and woman living in Seoul. Each variable is measured by Likert's 5-point scale. A total of 342 is collected. However, due to incomplete answers, 52 questionaries were eliminated, providing a final sample of 280. The data are analyzed by such frequency analysis, descriptive analysis, exploratory factor analysis, reliability analysis, regression analysis. The SPSS 10.1 for Windows program was used to investigate material. The major finding and implication can be summarized as follow：First, prece-dent studies domestically and abroad were reviewed in order to set a theoretical basis for empirically approaching brand personality. As a result, brand personality is consisted of five dimension(competence, sincerity, excitement, sophistication, ruggedness), also five dimensions are demonstrated the acceptable revel of convergent and discriminant validity and reliability. Second, the analysis on relationship between brand personality on customers' satisfaction and loyalty revealed that brand personality significantly affects customer's satisfaction and loyalty.