치킨 프랜차이즈의 지각된 배달 가격 차별화가 고객의 채널별 메뉴의 분배적 공정성 인식 및 브랜드 충성도에 미치는 영향 연구- 20대 치킨 프랜차이즈 소비자를 대상으로 -

This study examines the impact of perceived delivery price differentiation on brand loyalty among chicken franchise consumers in their 20s. The results indicate that perceived differentiation significantly lowers distributive fairness perception, which in turn reduces brand loyalty. Crucially, fairness perception fully mediates this relationship, implying that price discrepancies do not directly erode loyalty unless perceived as 'unfair.' Furthermore, menu differentiation acts as a buffering mechanism, mitigating the negative impact on fairness perception by hindering direct price comparisons. Consequently, companies should prioritize managing fairness perceptions through differentiated value, such as delivery-exclusive menus, rather than simple price dualization.