외식 프랜차이즈 기업의 브랜드자산이 고객만족과 고객충성도에 미치는 영향

This study purposes to suggest a practical implication and appropriate improvement directions to improve competitiveness of food-service franchise firm through an actual proof analysis of how the franchise brand equity is effecting on customer satisfaction and customer loyalty, and its relationship with the enterprises operating with franchise management system such as coffee shop, fast-food, bakery and family restaurants among the food-service franchise firm. The results of the analysis could be summarized as; first of all, the demographic characteristics of the sample using the food-service franchise firm show 80% or more is in the age group of 10s and 30s, and more women than men in gender. Second, the relationship between brand equity and customer satisfaction recognized by the food-service franchise customer show that the brand equity has a statistic effect on customer satisfaction. Third, the relationship between brand equity and customer loyalty which recognized by food-service franchise customers, the brand equity appeared to have a statistic effect on customer loyalty. Fourth, the satisfaction of customers using food-service franchise showed to have an effect on customer loyalty. That is, the customers who are satisfied with the brand continuously use the franchise firm and put the priority on them, and had an effect on positive recommendation to friends or similar factors while using the food-service franchises. Also, for the practical implications, the franchise firm shall consider the differentiated strategies to allow customers to purchase their products and to maintain the loyalty on their brand.