Advanced SearchSearch Tips
The study on the effect of Brand image, Brand recognize, Relationship Quality in Food-Service on Industry
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
The study on the effect of Brand image, Brand recognize, Relationship Quality in Food-Service on Industry
Seo, Gyeong-Do;
  PDF(new window)
The purpose of this study was to determine the relationship between the brand and awareness of the brand image relationship in a catering company in Gwangju quality(trust, satisfaction). Twenty adults aged 20 years or older residing in Gwangju were surveyed after setting a hypothesis as a convenience sampling method in order to achieve the research objectives via extraction of the sample survey and empirical analysis. Customers using the brand image of catering companies in a relationship significantly affected the quality of the relationship (trust) forming symbolic images, but the images that were empirically related significantly to the trust did not form a significant relationship for trust. Brand image quality significantly impacted the relationship(satisfaction) that is the symbolic image of relations forms a significant relationship between satisfaction. Empirically, however, the image did not form a significant relationship for satisfaction. Brand recognition is significant in relationship quality(trust) and a significant relationship brand recognition, as it has formed a significant relationship on trust. Brand recognition is the quality of the catering companies using the customer significant effect on the relationship (satisfaction) relationship of brand recognition was formed a significant relationship satisfaction. As a result, the catering company's brand image, brand perception and empirical validation suggested a relationship between the quality of the relationship that provided very significant implications in this regard. In the future, overcoming the limitations of this study will necessitate conducting a more in-depth and detailed study.
Brand;Brand image;Brand recognize;Relationship Quality;satisfaction;Trust;
 Cited by
S. S, Kim, M, H, Kim "The Effects of B, rand Image on Brand Trust and Customer Satisfaction in Healthcare Services," Journal of Distribution and Management Research, Vol.14, No.4 pp151-185, 2011. DOI: crossref(new window)

M. J, Dorch, S. R. Swanson & S. W, Kelley, "The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customer," Journal of the Academy of Marketing Science, Vol.26 No2, pp128-142, 1998. DOI: crossref(new window)

E. J, Lee, B. S, Chae, "The effect of Hotel bakery Brand Image affecting the Product quality and the Consumer Satisfaction," Journal of Korea Service Management Society, Vol10, No1, pp. 225-246, 2009. DOI: crossref(new window)

D. A Aaker, Measuring brand Equity across Products & Markets, California Management Review, Vol39, No,3, pp.102-120, 1996. DOI: crossref(new window)

J. W, Nam, S. B, Lee, "The Effect of the Color Marketing of Food Service Corporations on the Brand Awareness," Brand Attitude and Purchase Intention, International Journal of Tourism and Hospitality Research, Vol28, No5, pp.117-132, 2014.

Grosby, A. L., Evans, K. R & Cowles, D. (1990). Relationship Quality in Service Selling : An International Influence Perspective. Journal of Marketing, 54, 77.

Morgan, R. M. & S. D. Hunt The Commitment -Trust Theory of Relationship Marketing. Journal of Marketing, Vol58, No3, pp.20-38, 1994. DOI:

Wluf, K. D. Schroder, G. O. & Iacobucci, D. Investments in Customer Relationship: A Cross-Country and Cross-Industry Exploration. Harvard Business Review, Vol65(October), pp. 33-50. 2001.

Gabarino, E. & Johnson, Mark. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship. Journal of Marketing 63(April), pp.70-87, 1999. DOI: crossref(new window)

Moorman, C., G. Zaltman & R. Deshpande. Relationships Between Providers and Users of Market Research; The Dynamics of Trust Within and Between Organizations. Journal of Marketing Research, Vol29, No3, pp.314-328, 1992. DOI: crossref(new window)

H. M, Jeon, A. J, Lee, "The Impact of Business to Business Relationship Marketing Activities of Wine Supplier on Relationship Quality and Long-Term Orientation: Focused on the Mediating Effect of Gratitude," Journal of Food service Management, 13(4), pp147-172, 2010.

Gundlach, G. T. & Murphy, P. E. "Ethical and Legal Foundations of Relationship Marketing Exchanges," Journal of Marketing, Vol57(April), pp.35-46. 1993. DOI: crossref(new window)

ReDwyer, R. F., Paul H. Schurr, & Oh, S. "Developing Buyer-Seller Relationship," Journal of Marketing, 51(April), pp.11-27, 1987. crossref(new window)