The Moderating Role of Family Ingroup Communication in Family Restaurant Loyalty Formation

This study is to examine the moderating role of family ingroup communication in family restaurant loyalty formation of Korea family restaurant. And cross effect of parent with child as chaecked. For these purpose, the authors collected the data from parent and child of each 183 sample(parent and child dyad). The data were analyzed using structural equation modeling with SPSS 18.0 and AMOS 16.0. The findings can be summary as follows: First, cross effect of parent and child is existent. Second, family ingroup communication type such as dictarorial communication type and democratic communication type could play a different role in the formation. Third, quality appraisal dimension has a significant effect on brand-self image congruity. Finally, brand-self image congruity has a significant effect on family restaurant loyalty. At the end of this paper, limitations, further research directions, and implications are suggests.