Abstract
This study analyzes how the product selection attribute of the chicken franchise affects customer satisfaction. In addition, it was intended to verify the moderating effect of self-determination in the relationship between selection attributes and customer satisfaction. To this end, a survey was conducted on customers using chicken franchise products in Busan, and a total of 234 samples were used for the analysis. As a result of the study, first, it was confirmed that among the optional attribute factors, brands and designs affect customer satisfaction. Second, it was confirmed that self-determination has a moderating effect on selection attributes and customer satisfaction.
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