외식업체의 브랜드와 서비스 품질이 고객 만족 및 재방문에 미치는 영향

A Study on the Effect of Family Restaurant Brand and Service Quality on Customer Satisfaction and Revisit

There has been an increase in concern in the food service industry, especially for family restaurants. This study seeks to determine the effects of customer brand recognition and the quality of services offered by family restaurants to gain the customer’s commitment to revisit. Also, it closely examines a customer satisfaction and the relationship between quantity and quality of food as well as the physical environment and ambiance. These factors affect the customer’s tendency to return. This research finds that customers are now demanding at least a reasonable level of service, in addition to the quantity and quality of the foods. The quantity and quality of food have become a necessity for the family restaurants to stay in business, as it strongly influences the customer’s consideration in choosing a restaurant. These days, customers are concerned with not only the quality of service but also about brand recognition. They intend to visit family restaurants that have been already known to them by the media or word of mouth marketing. Moreover, they are sensitive to the physical environment because customers want to be comfortable in the family restaurant. There are other possibilities to these results. Customers will become more satisfied when restaurants hold themselves up to strict standards, providing crews with proper training and education to better serve the customers. When the customers leave happy and satisfied with the service, brand recognition will increase and customers will be more willing to come back. The market is changing everyday and so are the customer’s tastes. The family restaurant business must not be afraid to invest into the strategies that could enable them to access the marketing tools needed to make inroads into their target market. Through the utilization of a database program, they can configure and manage a highly systematic information system to gather and track information on customers’ preference, which in turn can be used to improve the quality and taste of the foods and increase the level of customer satisfaction. The quality of service will help restaurant businesses stay on top of the dynamic market conditions in the food service industry. In conclusion, it will make better atmosphere of restaurant and of course the quality of foods, with overall ambience that welcomes and refreshes those who enter to family restaurants.