외식기업 웹사이트의 콘텐츠서비스가 브랜드자산 및 전환 행동에 미치는 영향

The Effect of Foodservice Corporate Website’s Contents Service on Brand Equity and Consumer’s Switching Behaviors

The objective of this paper is to analyze how the foodservice corporate website’s contents service influences brand equity and consumer’s switching behaviors. For this, a survey of foodservice corporate website users was carried out. The results of the practical analysis can be summarized as follows. First, the foodservice corporate website’s contents service was conceptualized as 4 components such as corporate information, news contents, menu/service information and additional contents. It was found that foodservice corporate website’s contents service has a positive influence on brand equity. When users’ recogniton of foodservice corporate website service is high, their brand recogniton is also high. In addition, brand equity has a positive influence on consumer’s switching behaviors. Based on these results, this study shows that present practical marketing implications for building an effective corporate website within essential components and contents service, and exhibits further practical implications for effectively managing brand equity into a marketing strategy.