배달음식 서비스품질 발전방안에 관한 연구: 프랜차이즈 배달음식 서비스품질이 고객감정반응 및 브랜드자산에 미치는 영향

As standard of living in Korea increases, the volume of domestic food industry has grown enormously. The preference of consumers on delivery food is changing rapidly due to the introduction of food ordering applications for all the smartphones. It made ordering food easier for consumers and compare restaurants that offer food delivery service. This study helps stake-holders of franchise operations understand which factors make consumers to have positive emotional responses that could lead to achieving higher brand asset. After conducting the exploratory factor analysis, food taste, food presentation, food packaging, and sauce were classified as Service Quality of Delivery Food. All the sub factors of Delivery Food’s Service Quality had significant effect on positive customer emotional responses that led to increasing higher brand asset, especially, food taste and sauce had the most significant effect on positive customer emotional responses. As a result, making all the sub factors of delivery food’s service quality can put a franchisor ahead of its competitors.