스토리텔링 상징성이 지각된 품질과 기업이미지에 미치는 영향연구 - 외식프랜차이즈 기업을 대상으로 -

The purpose of this study is to verify effect on perceived quality and corporate image to customer about storytelling symbolism of food service franchise corporations and to devise a strategy of systematic operation, management and profit creation. To achieve this purpose, adult men and women among prep-entrepreneurs and franchisees who participate franchise headquarter education in Seoul and Gyeongi province were selected. And frequency analysis and factor analysis were performed by using statistics package IBM SPSS 21.0. Based on the resulting data, reliability and variability, confirmatory factor analysis were conducted. And the independent variable, the dependent variable and the result variable were verified through the correlation between variables and the path analysis of structural equation model. As a result of this research, it shows that 86% of respondents well knows the storytelling of food service franchise corporation and many customers are recognized as positive(55.8%) and advertising(41.3%). Storytelling factor are interest, suitability, experientiality, technicality, superior quality of perceived quality, pleasure and memories. And familiarity and differentiated factor are derived to corporate image. As a result of hypothesis verification, it shows that interest, suitability and technicality of storytelling influence on superior quality and pleasure but experientiality doesn't. And the superior quality affects the familiarity and differentiation but doesn't affect the pleasure and memories. According to the analysis, the practical implications results are as follows. First, symbolic storytelling of modern society has been spread over all industry. Also, food service franchise corporations have informed themselves widely using poster and POP that is written about interior facilities, operation methods, price, food ingredients, decoration, tableware types, patterns, staff attire and service methods. But customers are not enough to recognize those rightly. Second, interest and technicality of food service franchise corporation are perceived as superior quality and offer pleasure, memory and fun to customers. This positive image is required to be actively utilized because it is orally transmitted as representative promotion means of corporation. Third, superior quality perception is required the improvement of various types. Because it affects the corporate image to the familiarity and differentiation Therefore, with not short-term but long-term strategy, it needs to maximize efficiency using, produced make known as emotional and storytelling symbolism.