프랜차이즈 외식기업의 관계혜택이 브랜드신뢰 및 충성도 간의 영향관계에 관한 연구

This study performed to verify the influence of relationship benefit on brand trust and brand loyalty as perceived by franchise foodservice visitors. A preliminary survey was conducted for 30 people for a week from April 1, 2021, and the reliability of the measurement questions was verified and the questionnaire questions were re-verified. The final completed questionnaire was an online questionnaire, and a link to the questionnaire was delivered through SNS or text message in May 2021 to 330 consumers who frequently use franchise restaurants. Total 300 participants were used for statistical analysis after screening missing responses and outliner checking. Based on the results of hypothesis verification on the research model, it showed that the benefits formed through the experience of a franchise foodservice companies consist of social benefits, psychological benefits, and economic benefits. As a result of the verification, only economic benefits had a significant positive (+) effect on brand trust (t=3.649; p<0.001) and brand loyalty (t=2.652; p<0.01). Also, social benefits (t=6.609; p<0.001) were found to have a very significant positive (+) effect on brand trust, but did not significant effect on brand loyalty (t=−1.352). In addition, psychological benefit had a significant effect on brand loyalty (t=2.087; p<0.05), but had no significant effect on brand trust (t=0.210). However, as brand trust was shown to have a very significant positive effect on brand loyalty (t=9.353; p<0.001), it was recognized that brand loyalty can be formed through brand trust, and all prior actions related to benefits.