A Study on Gender Effects on Customer’s Self-Identification,Relationship Satisfaction and Loyalty in Family Restaurants (패밀리 레스토랑 브랜드의 성적 개성이 고객의 브랜드 자아동일시와 관계만족 및 브랜드 충성도에 미치는 영향)

YongGu Suh (서용구); Lee, Dong-Han (이동한); Kim Ji Wan (김지완)

A Study on Gender Effects on Customer’s Self-Identification,Relationship Satisfaction and Loyalty in Family Restaurants

Journal of Tourism Sciences
Abbr : JTS
2008, 32(5), pp.143-166
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

YongGu Suh ¹, Lee, Dong-Han ², Kim Ji Wan ³

¹숙명여자대학교
²(주)매크로게이트
³한양여자대학

Accredited

ABSTRACT

Although a considerable amount of studies on brand personality in marketing and consumer research has been done, there are few studies on gender effects concerned with restaurant brand personalities. This study explores how gender relates to restaurant own-brand identification, relationship satisfaction and brand loyalty. We have found both genders have strong effects on factors above. However, some differences are found in each restaurant tested. For instance, woman is revealed as more important gender in the case of VIPS.

KEYWORDS

Family restaurant, Brand gender, Self-identification, Relationship satisfaction, Loyalty

Citation status

* References for papers published after 2023 are currently being built.

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Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7