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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.

Citation status

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