지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Restaurant consumers in the modern society are evolving to value-oriented consumers. Companies exist to satisfy these consumers who pursue personal value. The value of corporate brand images is the value inclination of consumers. This study presents brand image and selective items for trademark attitude of which restaurant consumers seek depending on personal value inclination. It also presents influential factors on customer satisfaction and intention to revisit as well as future plans to make use of the elements. If service quality image and customer pursuit image rise, which are sub-factors of the brand image, psychological factor rises, too, which is a sub-factor of the intention to revisit. It is possible to see that improvement of service quality image is an important factor for improvement of psychological factor. Also, it is possible to see that if service quality image and customer pursuit image rise, material factor rises, too.
Suggestions of this study can be evaluated as follows. It can contribute to more subdivided marketing activities of restaurant companies through subdivision for each attitude of recipients depending on personal value inclination so that restaurant companies can secure potentially loyal customers by raising credibility of PPL and establishing differentiation strategy. Also, it can contribute to customer desire marketing in accordance with measurement of restaurant value of customers and to economic market subdivision by considering niche market with classification characteristics for personal value inclination and by comprehending and applying properties of a group.
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