레스토랑 단골 고객의 심리적 소유감에 관한 연구

In this study, an empirical analysis was made to look for variables, which affect psychological ownership on customers of restaurant, and catch how the psychological ownership generated by these variables actually affects word- of-mouth intention,relationship retention intention or willingness-to-pay and resistance toward competition. The SPSS 15.0 and AMOS 7.0 were used for an analysis. Analysis showed as follows. First, the control of service hadn't any effect on the psychological ownership. Second, in the process that service is produced and is provided to customers, the higher their participation was, the psychological ownership of restaurant grew big. Third, when customers felt that the image and values of them and enterprises are equal, their psychological ownership of restaurant grew big. Fourth, the intimacy of restaurant had a positive effect on the psychological ownership. Fifth, the higher the psychological ownership of restaurant was, the psychological ownership of restaurant had no impact relationship with relation retention intention, which customers are trying to continuously use a restaurant. Finally, the psychological ownership of restaurant had a positive effect on the resistance toward restaurant's competition.