레스토랑 브랜드개성이 고객의 감정을 통한 만족, 신뢰, 충성도에 미치는 영향 = Impacts of Brand Personality through Customers' Emotion on Satisfaction, Trust, and Loyalty in Restaurant Industry

다국어 초록 (Multilingual Abstract)

The purpose of this study is to find out whether the perceived dimensions of brand personality influence satisfaction, trust, and loyalty through customers emotion in restaurant industry. For these purposes the author developed a structural model, which consists of several constructs. In this model, restaurant's brand personality that consist of dimensions of sincerity, excitement, competence, sophistication, and ruggedness are proposed to affect the customer's emotion, and in turn, to affect satisfaction, trust, and loyalty. Also, the model proposes that customer's emotion, satisfaction, and trust are to be mediating core variable between brand personality and loyalty.
The questionnaires were distributed to a random sample of five restaurants such as Outback Steakhouse, T.G.I. Friday's, Tony Romma's, Marche', and Bennigan's. A total of 475 of 600 questionnaires distributed (79.1% response rate) were returned. However , due to incomplete answers, 15 questionnaires were eliminated, providing a final sample of 460.
The measures for each construct were evaluated using factor analysis and reliability test. The measures demonstrated acceptable h e 1 of convergent and discriminant validity, and reliability.
The data were analyzed with LISREL 8.3 and SPSS Win/PC+ 10.0, and the result appeared as follows : x^2 = 235.35, d.f = 140, p-value = .000, GFZ = .95, AGFZ = .93, RMSEA = ,039, NFI = .95, CFZ = .98. This result did demonstrate a good fit, however, the author analyzed the two alternative models on the basis of theoretical arguments which brand personality increases level of satisfaction, trust and loyalty. The author compared the proposed model with its alternatives on the five criteria. As a result, the proposed model was better than two alternative models. Also, to assess the commonalities and differences on the relationship between all constructs in the five restaurants, testing for parallelism was conducted based on the proposed model. The results suggested that all paths did not differ in magnitude across the five restaurants, suggesting that the model relationships are applicable and invariant across the five samples. The mean brand personality differences of the five restaurants were significantly different using MANOVA technique.
The findings and managerial implications can be summarized as follows:
First, sincerity brand personality had a significant positive and negative influence on positive emotion and negative emotion, respectively. Second, excitement brand personality had a significant positive influence on positive, but did not have a significant negative emotion, respectively. Third, competence brand personality did not h e a direct effect on positive emotion, but had a negative significant effect on negative emotion. Fourth, sophistication brand personality was found to be related to positive and negative emotion, respectively. Fifth, ruggedness brand personality was found to be negatively related to positive emotion, but was found to be positively related to negative emotion.
Sixth, positive emotion was found to be directly related to satisfaction, trust, but was not found to be directly related to loyalty. Seventh, negative emotion has a negative effect on satisfaction, but did not have a significant effect on trust and loyalty. Eighth, satisfaction (trust) was found to be positively related to trust (satisfaction). Finally, emotion was found to be mediating factors in the relationships between brand personality and satisfaction, trust, and loyalty.
This research has both theoretical and practical implications. First, this research found out what is the components of brand personality in restaurant industry? This research confirmed five brand personality dimensions in restaurant industry sincerity, excitement, competence, sophistication, and ruggedness - like Aakers(1997) and, similar to dAstous and Le′vesques(2003) work. However, this research suggested that the components of restaurant brand personality are different from those of Aakers(1997) brand personality framework and dAstous and Le′vesques(2003) store personality. For example, the Sincerity factor of Aaker(l997) consists of four facets: Down-to-earth, Honest, Wholesome, and Cheerful, and the Genuineness factor of dAstous and Le′vesques(2003) consists of four facets: Honest, Reliable, Sincere, and True, while the Sincerity factor of this study consists of four facets: Sincere, Honest, Real, and Wholesome. And, the Excitement factor of Aaker(1997) consists of four facets: Daring, Spirited, Imaginative, and Up-to-date, and the Enthusian consists of four facets: Dynamic, Enthusiastic, Lively, and Welcoming, while the Excitement of this study consists of Independent, Unique, and Young. In line with Aaker, Benet-Martiez, and Garolera(2001), these findings mean that the perceptions of brand personality, which represent the symbolic and expressive functions provide by brand, tend to vary to a larger because of the fact that individuals vary in their needs and self-view.
Second, these findings also imply that advertising should be different across culture. That is, marketers have to ask individuals what characteristics of the (restaurant) brand are important to them and what needs are served by the (restaurant) brand, and then determine what characteristics of the (restaurant) brand will be communicated in the advertisement. An individuals needs are regarded as variables to influence the creation of brand meaning. At the same, the communication of these cultural icons in advertisements influences reality and ultimately individuals attitudes and behavior such as consumers emotion, satisfaction, trust, and loyalty.
Third, this research suggested that restaurant managers should identify what dimensions of brand personality enhance customer's emotion positively and negatively to increase the level of consumer's emotion, satisfaction, trust, and loyalty. For example, sincerity, excitement, and sophistication m e found to be related to positive emotion. This suggests that these dimensions might operate in different ways or influence consumer preference for difference ream, so restaurant managers should find out marketing variables(e.g., user imagery, advertising, packaging, etc.) to create strong brand personality including sincerity, excitement, and sophistication, which lead to customers positive emotion.
Finally, men though an individuals personality scale was not investigated, according to self-image congruence theoy, this research suggest that brand personality theory should focus on whether consumers preference for products, brands, stores, and other commercial objects were influenced by their self-image. Self-image theoy propose that consumers will prefer products, brands, stores, and other commercial objects whose perceived psychological characteristics are congruent with their own psychological characteristics.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 연구의 필요성 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구방법과 범위 = 6
• 제2장 이론적 고찰 = 9
• 제1절 브랜드개성의 개념 = 9
• 1. 브랜드개성의 정의 = 9
• 2. 브랜드개성의 차원 = 11
• 제2절 브랜드개성의 이론적 접근과 선행연구 = 18
• 1. 브랜드개성의 이론적 접근 = 18
• 2. 브랜드개성에 대한 선행연구 = 27
• 제3절 브랜드개성의 결과 변수에 대한 선행연구 = 39
• 1. 감정 = 39
• 2. 만족 = 42
• 3. 신뢰 = 47
• 4. 고객충성도 = 51
• 제3장 연구설계 = 55
• 제1절 연구모형 = 55
• 제2절 연구가설 = 57
• 1. 브랜드개성과 감정의 관계 = 57
• 2. 고객감정과 만족, 신뢰, 고객충성도의 관계 = 59
• 3. 만족과 신뢰간의 관계 = 62
• 제3절 조사 설계 = 63
• 1. 표본설계 = 63
• 2. 조사도구의 조작적 정의 및 설문지 구성 = 65
• 3. 통계분석방법 = 69
• 제4장 실증조사결과 및 시사점 = 71
• 제1절 표본의 일반적 특성 = 71
• 제2절 단일차원성 분석과 상관관계분석 = 73
• 1. 요인분석과 신뢰도 분석 = 73
• 2. 상관관계분석과 VIF 분석 = 77
• 제3절 분석과 결과 = 78
• 1. 연구모형의 분석 = 78
• 2. 연구가설의 검정 = 81
• 제4절 가설검정요약 및 시사점 도출 = 94
• 1. 분석결과의 요약 = 94
• 2. 분석 결과의 토의 = 96
• 제5장 결론 = 101
• 제1절 연구요약 = 101
• 제2절 연구결과의 시사점 = 105
• 제3절 연구결과의 한계점과 미래연구방향 = 108
• 참고문헌 = 110
• 부록 레스토랑의 브랜드개성에 관한 연구 설문지 = 130
• ABSTRACT = 136