외식산업 브랜드 이미지 세분화에 따른 브랜드 평가 및 충성도에 관한 연구- 서울지역 특급호텔을 대상으로 - = Restaurant Brand Image Segmentation, Brand Evaluation and Intention to Behavior

다국어 초록 (Multilingual Abstract)

This study was to identify homeogenous segmented group of restaurant brand image and to attempted to examine any differences among the segmented groups about brand evaluations and intention to behavior. A total of 209 sample were collected from on site interview around the restaurants in Seoul. Frequency and descriptive statistic analysis were conducted and factor analysis was performed. By using factors derived from factor analysis, cluster analysis was conducted to identify the homeogenous group of restaurant brand image. Three segmented groups were determined. From ANOVA, it was concluded that there were significant differences among the segmented groups in terms of restaurant brand evaluation and intention to behavior. And the theoretical and managerial implications of these results for restaurants' brand image was discussed.