퀵서비스 레스토랑의 브랜드개성과 자아이미지 일치성이 고객만족도에 미치는 영향 :브랜드동일시의 조절효과를 중심으로 = Effects of Brand Personality-self Image Congruence on Customer Satisfaction in Quick Service Restaurants: Moderating Effects of Band Identification

다국어 초록 (Multilingual Abstract)

The purposes of this study were to understand the influence of brand personality-self image congruence in quick service restaurants on customer satisfaction and to empirically analyze whether or not customers` brand identification plays a moderating role between brand personality-self image congruence and customer satisfaction. Based on a total of 478 samples obtained from empirical research from June 10 to June 16, 2010, self-administered questionnaires were completed by patrons in a metropolitan area, and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, and hierarchical regression analysis. Results of the study were as follows: From the factor analysis of brand personality and self-image, 5 factors, i.e. sophistication (5 items), competence (5 items), likability (5 items), trendiness (5 items), and ruggedness (5 items) were extracted. The results show that trendiness (β=-0.151) among brand personality-self image congruence had a significant positive effect on customer satisfaction. Further, customers` brand identification (β=0.645) had a significant positive effect on customer satisfaction. In addition, the effect of brand personality-self image congruence (only, likability × brand identification; β=0.245) in quick service restaurants on customer satisfaction was found to be partially moderated by customers` brand identification. In other words, the findings show that customers wanted to identify with a specific brand because it provides a means to continue transactions with the brand if it corresponds with their self-image or if the overall image of the brand is favorable. Limitations and future research directions are also discussed.