멕도날드 이용고객의 선택속성에 따른 이용만족 및 충성도에 관한 연구 : 독립매장과 공동 브랜딩 매장 고객간의 비교 = An Empirical Study on the Comparison of Satisfaction and Loyalty of Customers at McDonald`s Stand Alone and Co Branded Outlets

다국어 초록 (Multilingual Abstract)

A study of the comparison of customers' satisfaction and loyalty at McDonald's two types of outlets is presented. The objective of this study is to test correlation among selection attributes, customer satisfaction and loyalty of customers patronizing two types of Mcdonald's restaurants - stand alone and co-branded, as Mcdonald's is known to be actively participating in co-branding with discount stores such as E-Mart. In order to measure customer loyalty, benchmark scores from customers showing extreme satisfaction are compared to the mean scores of total sample customers at each outlet. Meeting or exceeding benchmarking scores does not automatically bring in and create loyal customers but in doing so will certainly help build up strong customer relationship which will create additional loyalty. Marketers should be well aware that statistically significant difference do exist between these two groups of customers and should take into consideration these findings in opening up new outlets or renovating existing outlets.

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