Effect of Food Neophobia on the Relationships among Perceived Service Attributes, Brand Trust, Satisfaction and Behavioral Intention of Franchise Snack Bar

This study performed to test the effect of food neophobia on the formulated model on the relationships among perceived service attributes(food, employee, and physical attributes), brand trust, satisfaction and behavioral intention as perceived by franchise snack bar consumers. Total 299 respondents were used for statistical analysis and SPSS 21.0 and AMOS 21.0 program were employed. The findings of current study verified that food attribute among perceived service attributes has positively influence on brand trust and satisfaction, and the employee attribute has only effect on the brand trust. Additionally, the brand trust was critical predictor of satisfaction, but it was not significant antecedent of behavioral intention in context of franchise snack bar restaurant. Furthermore, this study found the moderating effect according to level of food neophobia on the designed hypothesizes, so it has been identified the importance of people’s propensity about food neophobia can significantly effect on brand trust and satisfaction in franchise snack bar restaurant. These findings will contribute to provide meaningful suggestion to develop marketing strategic in franchise snack bar business as well as provide the theoretical evidence in the new segmentation.