중국 프랜차이즈 레스토랑의 서비스품질 및 브랜드이미지가 고객 만족과 구전의도에 미치는 영향

The purpose of this study is to investigate the relationship between the service quality (tangibility, trustworthiness, comfort, kindness) and brand image (emotional image and social image) of restaurant in Chinese consumers using Chinese franchise restaurants We will present specific opinions and marketing plans for improving the service quality and brand image of Chinese franchise restaurants by analyzing the relationship. The summary of the research results can be summarized as follows. First, multiple regression analysis was conducted to examine the effect of service quality (tangibility, reliability, comfort, kindness) on customer satisfaction. As a result, the service quality comfort factor, +), Respectively. Second, as a result of multiple regression analysis to examine the effect of brand image (emotional image, social image) on customer satisfaction, brand image emotional image and social image factor have positive influence on customer satisfaction Respectively. Third, multiple regression analysis was conducted to examine the effect of customer satisfaction on word - of - mouth intention. As a result, customer satisfaction showed a positive (+) influence on word - of - mouth intention. Therefore, in order to induce customer satisfaction and oral intentions, it is necessary to give careful consideration to customers by considering various factors such as good food, human service, atmosphere of facilities, seasonal menu promotion, and various menu composition. Rather than trying to create new customers, restaurant franchise companies should be a marketing strategies that induce consumers' active oral intentions by improving the satisfaction of existing customers.