서비스품질이 브랜드 이미지, 지각된 품질과 고객만족도에 미치는 영향 -중국 라오쯔하오(老字号) 전취덕 중심으로-

As times progress, the concept of distance between countries is getting closer. The increased use of SNS and the development of transportation methods are rapidly spreading food culture. In China, foreign food is spreading rapidly, and food tastes are also changing to focus on gastronomy with stories. Amidst fierce competition, the key is to maintain the traditional brand of China's Laozihao Jeonchideok and continue to increase satisfaction to achieve sustainable growth. . This study established a research model and research hypothesis under a theoretical background and conducted structural equation model analysis on it. The subjects of analysis were 210 customers of Lao Zihao (老字号) Jeonchwide. The suitability of the structural equation model related to the impact of Jeon Chwi-deok's service quality on brand image, perceived quality, and customer satisfaction was excellent. The path significance between each factor was confirmed to be significant. As a result of examining the moderating effect between customer satisfaction and customer loyalty across gender and age groups, alpha was not significant at 0.05. Therefore, it can be seen that continuous service innovation is necessary to build a brand image based on service quality and improve customer satisfaction.