외식 업태별 커뮤니케이션 활동과 관계품질 및 브랜드자산의 인과관계 -패밀리 레스토랑, 패스트푸드, 커피전문점을 중심으로- = Causal Relationship of Communication Activities Exercised by Different Restaurant Types on Relationship Quality and Brand Asset -Focusing on Family Restaurant, Fast Food and Coffee Shop-

다국어 초록 (Multilingual Abstract)

Related literatures were systematically and thoroughly reviewed to carry out the specific research objectives. As a result, three variables representing communication types, three variables representing non verbal communication and four variables representing brand assets were extracted. Following variables extraction, questionnaires containing those variables were organized and distributed to the customers over 20 years old patronizing family restaurants, fast food restaurants and franchised coffee shops located within the Daegu city from April 1st till 30th in 2011. SPSS 15.0 statistical program was adopted to analyse variables in this study - frequency, reliability, factor, and regression analysis were exercised.