패밀리레스로랑의 물리적 환경, 브랜드 이미지, 브랜드 애호도의 영향관계

The Relationship among Physical Environment, Brand Image, and Brand Loyaty of Family Restaurant

The purpose of this study is to examine the relationship among physical environment, brand image, and brand loyaty of family restaurant. For demonstrating hypotheses of this study, the survey was conducted customers who visited the family restaurant in Seoul for one month from March 1 to March 31, 2019. A total of 500 copies was distributed and 480 copies were collected, 2 copies were excluded due to incomplete or insincere response. Finally, a total of 478 questionnaires were applied to the final analyses. The study conducted descriptive statistic analysis, reliability analysis, corelation analysis, exploratory factor analysis, and multiple regression analysis using SPSS 23.0 for Window's statistical package program. The empirical results of this research are as follows. First, the relationship between physical environment and brand loyalty showed that all the factors of physical environment had a significant effect on brand loyalty. Second, the result of examining relationship between physical environment and symbolic image showed that five sub factors, cleanliness, service, attractiveness, convenience, and comfort, had a significant effect on symbolic image. Third, the result of the relationship between brand image and brand loyalty turned out that all the factors of brand image had a significant effect on brand loyalty.