외식 소비자의 프랜차이즈 인식과 점포이미지, 충성도와의 관계

The purpose of the study is to provide the marketing strategy of food service franchise by evaluating empirically on the effects of the consumer's franchise recognition on the loyalty and reliability of the store. Statistics methods such as correlation analysis and regression analysis are conducted for analysing the materials and the conclusions are as follows: First, among the factors of the consumer's cognition on the franchise, convenience, amenity and professionality affected the image of the store. Second, among the factors of the consumer's cognition on the franchise, convenience, familiarity and professionality have a positive effect on the product loyalty. Third, the image of the franchise that franchise consumers have, has a positive influence on the loyalty of the store.