위험지각 고객의 전환의지가 재구매 의사에 미치는 전환장벽 요인:패스트푸드 이용자를 중심으로 = Switching Barriers Affecting the Repurchase Intentions of Fast Food Customers Despite Perceived Health Risks

다국어 초록 (Multilingual Abstract)

When surveyed, customers of fast food restaurants site “health risk” as their primary concern in eating fast food, placing it before social or environmental concerns. Despite this, data from 257 fast food restaurant users indicate that customers remain loyal to their chosen fast brands due to considerable switching barriers. Switching barriers considered in our study include substitute foods, service levels and recovery, interpersonal relationships, and switching costs. Of these, only two factors, service levels and recovery and interpersonal relationships, are shown to be significant. Statistical methods employed in our study include frequency analysis, reliability analysis, factor analysis, logistic regression analysis, and regression analysis.

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