서비스품질이 고객만족과 브랜드 충성도에 미치는 영향에 관한연구: 한국에 진출한 중국 프랜차이즈 외식업체 하이디라오를 중심으로

This paper seeks to study the evaluation of service quality of Chinese franchise restaurant company Haidilao, which has entered Korea, to comprehensively verify how service quality affects customer satisfaction and brand loyalty. Through this, the impact relationship is intended to present effective current affairs when Chinese restaurant franchise companies that have entered Korea implement various marketing strategies in the future. In order to achieve the research objective, a survey was conducted on consumers who have used Haidilao, a restaurant franchise, within the last six months. The survey was conducted from the 8th of November 2019 to the November 17th, through Macromill Embrain, and a total of 440 copies were secured with effective analysis data. The data analysis was performed using the SPSS and AMOS programs. The summary of hypothesis verification is as follows. First, it was verified that service quality (types, dependencies and empathy) had a significant impact on customer satisfaction. Second, we have verified that reliability has a significant impact on brand loyalty. Third, it has been confirmed that customer satisfaction has a positive effect on brand loyalty. As an implication, this study aims to provide important information on strategic decision-making to Haidilao managers and marketers by presenting the characteristics of the quality of service that Chinese franchise restaurants in Korea should manage.