패밀리레스토랑 메뉴의 원산지표시 지각이 브랜드신뢰와 브랜드 충성도에 미치는 영향

The effect of the perception in an indicated ingredient s origin on the brand trust and brand loyalty at the family restaurant

The purpose of this study is based on family restaurant customers dealing with the effect of the perception in an indicated ingredient s origin on the brand trust and brand loyalty. This study was conducted for the span of three months from June to August, 2010. V and O family restaurants were selected as the subject of study, since they are known to be top ranked in the family restaurant industry according to NCSI (National Customer Satisfaction Index) in 2009. The total of 300 questionnaires were distributed to V and O restaurant customers from which 268 valid samples were collected and used for the study. The results of this study is outlined as following; First, the perception in an indicated ingredient’s origin had a positive (+) effect on brand trust and loyalty of the family restaurant. Second, the brand trust of the family restaurant had a positive (+) effect on the brand loyalty. Third, the perception of an indicated ingredient’s origin at the family restaurant did not have any significant effect on brand loyalty of the family restaurant.