김제 지평선 쌀에 대한 만족도가 브랜드 충성도에 미치는 영향에 관한 연구

A Study on the effect of the Satisfaction Level of the Kimjae Horizon Rice on Its Brand Loyalty

This study was to determine how the satisfaction factors(brand, price, quality, and packing size) affected the brand loyalty of Kimjae Horizon rice. The brand loyalty was evaluated on the basis of the relative satisfaction to other brands, overall satisfaction, recommendation, and purchasing, Also, this study was to improve the competitiveness of Kimjae Horizon rice by cross-analyzing its strength and weakness that was judged by the visitors from various areas to Kimjae Horizon Festivals. The brand loyalty was positively influenced in the order of eating quality, brand, packing size, and price. The strength of Kimjae Horizon rice that was judged by the visitors was eating quality, irrespective of visitor s residential areas, while the weakness was found to be brand that was frequently observed by the non-residential visitors.