프랜차이즈 레스토랑 선택 속성이 브랜드 자산, 브랜드 충성도에 미치는 영향

This study aims to analyze the impact of franchise restaurant selection attributes on brand equity and brand loyalty, and to identify differences in franchise selection attributes by gender. Through this, we aim to derive strategic implications for securing sustainable competitiveness of franchise restaurants. From April 1 to 20, 2025, a self-administered survey was conducted for 20 days among visitors to Jeonju Hanok Village who had visited a franchise restaurant within the past year. A total of 300 questionnaires were collected, and statistical analysis was conducted using the data after excluding 283 in sincere responses. Data analysis was performed using SPSS 24.0, and exploratory factor analysis was applied to verify the reliability and validity of the questionnaire, and correlation analysis and regression analysis were applied for the final analysis. The influence of franchise selection attributes on brand asset image was shown in the order of service, price, and facilities/atmosphere. It was interpreted that price and service had a more important influence on brand asset value than facilities/atmosphere. The influence of brand asset, an independent variable, on brand loyalty was shown to increase in the order of image and value. As a result of analyzing franchise restaurant selection attributes by gender, The results of this study suggest that men place greater importance on service attributes than women, suggesting that restaurants need to rethink their service strategies for male customers. Based on the results of this study, franchise restaurants need a segmented marketing strategy that takes into account differences in service item by gender in order to secure sustainable competitiveness. In particular, in the restaurant industry where competition is intensifying, service quality management of franchise restaurants can be an important factor in increasing brand equity and brand loyalty.