Your browser doesn't support javascript.
loading
A study on the Determinants Affecting Consumer's Perception on Consumer-Brand Relationship Quality in the Fast Food Restaurant
The Korean Journal of Nutrition ; : 201-211, 2006.
Artigo em Coreano | WPRIM | ID: wpr-656200
ABSTRACT
The purpose of this study was to analyze the determinants affecting the consumer-brand relationship quality (CBRQ) in the fast food restaurant. The questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method from December, 6 to 14, 2004. The 246 questionnaires were responded, and 12 unusable questionnaires were excluded, then 234 were used for the final analysis (response rate 93.7%). SPSS (12.0) was used for the statistical analysis. The result of this study showed that the CBRQ of low monthly income group was significantly lower than that of high monthly income group (p<.05) , and the CBRQ of more frequent visiting group was significantly higher than that of less frequent visiting group (p<.001). The CBRQ of group who spend less than 30 minutes on their visiting the fast food restaurant was lower than that of group who spend more than 30 minutes (p<.01). As a conclusion, the operators in the fast food restaurant should focus on the concentrated marketing strategy for the frequent-visiting customers who had a strong quality of consumer-brand relationship in order to increase sales volume, and at the same time they should try to make marketing strategy to induce the less frequent-visiting customers who had less strong consumer-brand relationship quality to their restaurants in order to strengthen quality of consumer-brand relationship, which would be resulted to lead them to their restaurant more frequently.
Assuntos

Texto completo: DisponíveL Índice: WPRIM (Pacífico Ocidental) Assunto principal: Restaurantes / Inquéritos e Questionários / Comércio / Marketing / Fast Foods Limite: Humanos Idioma: Coreano Revista: The Korean Journal of Nutrition Ano de publicação: 2006 Tipo de documento: Artigo

Similares

MEDLINE

...
LILACS

LIS

Texto completo: DisponíveL Índice: WPRIM (Pacífico Ocidental) Assunto principal: Restaurantes / Inquéritos e Questionários / Comércio / Marketing / Fast Foods Limite: Humanos Idioma: Coreano Revista: The Korean Journal of Nutrition Ano de publicação: 2006 Tipo de documento: Artigo