개인가치성향이 외식기업의 브랜드 이미지에 미치는 영향 연구

Study on the Influence of Personal Value Inclination on Brand Image of Restaurant Companies

Restaurant consumers in the modern society are evolving to value-oriented consumers. Companies exist to satisfy these consumers who pursue personal value. The value of corporate brand images is the value inclination of consumers. This study presents brand image and selective items for trademark attitude of which restaurant consumers seek depending on personal value inclination. It also presents influential factors on customer satisfaction and intention to revisit as well as future plans to make use of the elements. If service quality image and customer pursuit image rise, which are sub-factors of the brand image, psychological factor rises, too, which is a sub-factor of the intention to revisit. It is possible to see that improvement of service quality image is an important factor for improvement of psychological factor. Also, it is possible to see that if service quality image and customer pursuit image rise, material factor rises, too. Suggestions of this study can be evaluated as follows. It can contribute to more subdivided marketing activities of restaurant companies through subdivision for each attitude of recipients depending on personal value inclination so that restaurant companies can secure potentially loyal customers by raising credibility of PPL and establishing differentiation strategy. Also, it can contribute to customer desire marketing in accordance with measurement of restaurant value of customers and to economic market subdivision by considering niche market with classification characteristics for personal value inclination and by comprehending and applying properties of a group.