패스트푸드점의 마케팅믹스활동과 브랜드 충성도와의 관계에서 고객만족의 매개효과 연구

The fastfood industry has been in the serious competition and is required to prove their sustainable growth. The purpose of this study is to identify the mediating effects of customer satisfaction on the relationship between marketing mix activities and brand loyalty in fastfood industry. The samples of this study are the most popular brand doing aggressive marketing activities on the media like Lotteria, Mcdonald's, Burgerking, KFC. The questionnaire was distributed from September 1st to 25th in 2014, of the 300 distributed questionnaire 253 copies were used in the analysis by Three-step mediated regression analysis with SPSS 18.0 program. The findings are as followed; first, the factors of marketing mix activities are place, price, promotion and product. All factors except place showed a positive significant effect on brand loyalty. Second, the effect of marketing mix activities on brand loyalty was significant influence by mediating effect of price of customer satisfaction. Based on these findings, this paper suggests implications that various food menu and periodic menu development are required to the management team. And the price of menu is the key for success management in the fastfood market. we need to research for the various fastfood restaurant and to require many studies about fastfood in Japan.