HMR 프랜차이즈 도시락 전문점의 선택속성이 고객만족과 재구매의도에 미치는 영향

The Effect of Selection Attributes of HMR Franchisor Dosirak Restaurant on Customer Satisfaction and Repurchase Intention

The purpose of this study is to examine the effect of selection attribute(hygiene, convenience of product, menu) of HMR franchisor dosirak restaurant on customer satisfaction and repurchase intention. This study will help to finding efficient development plan for management and sale of HMR franchisor dosirak restaurant. For the empirical analysis, The study began December 7th 2018 and was concluded on February 28th 2019. 300 surveys were sent out and 288 were included in the final research and report, where the remaining 12 were deemed unusable and omitted from the final study. The final 288 copies were used for analysis. The results indicated that first, the convenience of product, menu among selection attribute of HMR franchisor dosirak restaurant significantly positive effect on customer satisfaction. Second, the convenience of product, menu among selection attribute of HMR franchisor dosirak restaurant significantly positive effect on repurchase intention. Third, the customer satisfaction positive effect on repurchase intention. The implication of this study is as follows, management of HMR franchisor dosirak restaurant. needs efforts for investment in the convenience of product, menu in selection attribute of HMR franchisor dosirak.