패밀리레스토랑의 마일리지 프로그램이 브랜드 충성도에 미치는 영향 = The Effect of the Mileage Program of Family Restaurant on Brand Loyalty

다국어 초록 (Multilingual Abstract)

The main purpose of this study is to find out the effect of mileage program in the family restaurants on customer’s brand loyalty. Survey methodology was used and the study sample included restaurant patrons based on 317 completed surveys from family restaurants in seoul.A factor analysis delineated three dimensions of mileage program: benefit, convenience, common value. Mean values indicated that ‘financial benefit’ was primary important attribute for customers using mileage program. Finally the regression analysis yielded all factors had positively influence on behavioral brand loyalty of customers, and ‘benefit’, ‘convenience’ had positively influence on attitudinal brand loyalty of customers. The findings of this study suggest that restaurant managers should make good use of mileage program.This paper helps family restaurant managers to better understand customer for mileage programs and to realize the value of targeted rewards.

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