외식 프랜차이즈 소비자의 지각된 가치가 브랜드 충성도 및 재이용의도에 미치는 영향: ESG 경영활동 기대인식의 조절효과를 중심으로

초록

In this study, the researcher examined the influence of the values perceived by the customers of dining franchises upon the brand loyalty and reuse intention of the franchise company and the moderating effect of the expectations on the ESG management perceived by the customers of dining franchises. The findings of this study were as follows; First, of the values perceived by the consumers of dining franchises, the impact upon brand loyalty was significant in the order of functional values, altruistic values, emotional values, and social values. Second, the brand loyalty perceived by the customers who had an experience of using a dining franchise had a significant impact on the reuse intent. Third, of the values perceived by the customers of dining franchises, the impact was significant upon reuse intent in the order of functional values, social values, and altruistic values. Fourth, Brand loyalty turned out to have a significant mediating effect in the relationship between the perceived values and reuse intent of the dining franchise customers. Fifth, in the relationships between the perceived values of the customers who had an experience of using a dining franchise, brand loyalty, and reuse intention, the expectations on ESG management were found to have a partially significant moderating effect. Based on the findings of this study, it would be necessary for dining franchise businesses to engage in ESG management in order to enhance the revisit intention of the consumers of dining franchises and increase the awareness upon it among consumers.

키워드