중국외식시장에서 내부마케팅이 서비스 스케이프와 서비스품질에 미치는 영향: 하이디라오 이용자를 중심으로

The purpose of this study is to provide and to investigate the key success factor of Haidilao as the Chinese Franchise firm best practice. Recently in China competition of catering franchise industry is getting fierce however Haidilao which is hot pot catering franchise is getting popular. To find out the success secrete we reviewed previous literatures and articles on Haidilao and catering business. We examine the concept of Internal Marketing, Service Scape and Service Quality is composed of the main factors in franchise business. Through the data from customer of Haidilao, we analyse the cause and effect relationship among the Internal Marketing, Service Scape and Service Quality. For that reason we used 205 questionnaire as a data to reach the conclusion. Finally, we suggest that Internal Marketing is valid factor to increase the Service Quality and to make the loyal customer. Furthermore, we figure out there is no evidence that Internal Marketing has casual relationship to Service Scape in Chinese Franchise.