외식기업의 지속가능경영활동이 기업신뢰 및 고객충성도에 미치는 영향

Abstract

The purpose of this study is to investigate the relationship between trust and customer loyalty, which is classified as ability, benevolence, integrity, which is characteristics of trustee, which is perceived by consumers about economic, social and environmental responsibility activities of sustainable management. For this purpose, 530 valid samples collected from family restaurants and fast - food restaurants were used for final analysis, and empirical analysis was conducted using SPSS 18.0 program and AMOS 19.0 program. As a result, the sustainable management activities of the food service industry have a significant positive effect on consumer loyalty and corporate trust, and the trust of restaurant service has a significant positive effect on customer loyalty. The result of this study is to find out directions for establishing a practical marketing strategy for the sustainable management activities in the food service industry and to realize the systematic and desirable activities of sustainable management. This suggests practical direction for establishing marketing strategy of service food industry.