The Role of Corporate Associations in Customers' Trust, Loyalty, Revisit, and Switching Intention to a Foodservice Company : Focused on Corporate Ability and Corporate Social Responsibility Associations

The purpose of this study is to investigate the effects of customers’ perception of corporate associationson trust, loyalty, revisit intention, and switching intention in the foodservice company and verify if there aresignificant moderating effects between family restaurants and fast-food restaurants. A total of 552 restaurantpatrons in Korea participated in the survey. The results showed that corporate ability association and corporatesocial responsibility association among corporate associations had a significant effect on customers’ trust,which had a positive significant influence on loyalty. Moreover, customers’ loyalty had a significant effecton customers’ revisit and switching intention. In addition, the moderating effects of company types areobserved in the relationships among customers’ perception of corporate associations and trust. Limitations ofthe study and future research directions are also discussed.