외식프랜차이즈의 정보원천이 단기, 중기와 장기 방문의도에 미치는 영향

Food service franchise is one of the continuously increasing business methods. As the franchise-type food service business increases, competition is intensifying. Therefore, food service franchises are trying to interact with customers through effective marketing means. Consumers are exposed to large amounts of information both offline and online before making a purchase decision. Such information can form short-term visit intention, mid-term visit intention, and long-term visit intention. Understanding the importance of information sources in a food service franchise can help you formulate a marketing strategy for short, medium, and long-term revisit strategies. As a result of analysis, it was found that customer experience and provided information had a significant effect on short-term visit intention, but word of mouth did not. Customer experience, word of mouth, and information provided were all found to have a significant influence on the intention to mid-term visit intention. Also, it was found that customer experience and word of mouth had a significant effect on long-term visit intention, but provided information did not significantly affect long-term visit intention. Through this study, strategic implications were derived to help in the selection of marketing channels according to the marketing strategy of the food service franchise.