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

摘要

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 inMasan, 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 (satisfactionand 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 significantlyhigher 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.