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Effect of the Consumer-Brand Relationship Quality on the Brand Loyalty in the Fast Food Restaurant in Masan, Korea

패스트푸드 레스토랑의 소비자-브랜드 관계의 질이 브랜드 충성도에 미치는 영향 - 마산시 일부 대학생을 대상으로 -

  • Kim, Hyun-Ah (Dept. of Food and Nutrition, Kyungnam University)
  • 김현아 (경남대학교 식품영양학과)
  • Published : 2005.04.01

Abstract

The purpose of this study was to analyze the effect of the consumer-brand relationship Quality (CBRQ) on the brand loyalty in the fast food restaurant in Masan, Korea. The Questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were performed from December 6 to 14, 2004. The 246 Questionnaires were responded, and 12 unusable Questionnaires were excluded, then 234 were used for the final analysis $(response rate:\;93.7\%)$. For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, Pearson correlation and multiple regression analysis. The result of this study showed that 2 constructs (satisfaction and commitment) of consumer-brand relationship Quality have significant positive effects on the brand loyalty in the fast food restaurant. It meant that as consumer-brand relationship quality becomes stronger, the customer's brand loyalty becomes greater. The differences of customer loyalty between the high and low group of self-connective attachment, satisfaction, commitment, trust and intimacy were significant. So the brand loyalty of high group of customer-brand relationship quality was significantly higher than that of low group of customer-brand relationship quality. As a conclusion, the operator in the fast food restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.

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