호텔 레스토랑 브랜드이미지와 브랜드신뢰가 재구매의도에 미치는 영향 : 서비스품질의 매개효과

Abstract

This study tried to verify the influence how the brand images and brand trusts affect on the service quality and the repurchase intentions. And how the service quality affect on repurchase intentions. These are essential factors for the customers to evaluate service in experience to the hotel restaurants and retaining customers on the managerial perspective. Also, the practical analysis has been done by customers who had ever used hotel restaurants located in Seoul to cross-check how to affect mediating effects of service quality on the relationship between brand images, brand trusts and repurchase intentions. In total, 300 questionnaires were distributed and 274 valid and complete questionnairs were collected for empirical data analysis. The data collected was analyzed utilizing SPSS 18.0 to identify the role of service quality as a mediator. The results of the practical analysis discovered that the brand images, brand trusts and the service quality make an influence on repurchase intentions and the service quality affect mediating effects on the relationship between brand images, brand trusts and repurchase intentions. The results of this analysis suggest that brand image and brand trust in the hotel restaurant may have a direct impact on the road to repurchase, but this is a result of providing a new implication that the quality of service leads to repurchase. The ultimate results of this study brings up the new direction in ways the management of marketing strategy management in the hotel firms.