A Study upon Effects of Family Restaurant Consumption Values upon Satisfaction, Reliability and Behavioural Intentions in Korea: Focused on College Students at Metropolitan Area

Purpose - This study investigated effects of five consumption values of family restaurants, that is to say, functional value, economic value, social value, creative value and emotional value, upon consumers' satisfaction and brand reliability, and effects of satisfactionsupon brand reliability, and effects of satisfaction and brand reliability upon consumers' behavioral intention to help develop family restaurant industry. Research design, data, and methodology - Frequency analysis was done. The interviewees had demographic characteristics of gender: 156men (54.4%) and 131 women (45.6%). The interviewees lived lives at the places: 136 persons (47.4%) at Gyeonggi and Metropolitan area, 57 persons (27.0%) at Gangbuk, Seoul, 38 persons (13.2%) at other areas at Seoul, 34 persons (11.8%) at Gangnam, Seoul, 18 persons (6.3%)at Incheon and 4 persons (1.4%) at other regions. Results - Values of the use of family restaurants, for instance, functional value, economic value, social value, emotional value and rarity valuehad influence upon satisfaction and brand reliability, had influence upon satisfaction as well as brand reliability. Conclusions - This study investigated consumption values of which consumers thought much, effects of consumption values upon satisfaction and brand reliability, effects of consumer's satisfactionupon brand reliability, and consumer's satisfaction and brand reliability upon behavioral intention, and to verify effects having influence upon local and foreign family restaurant.