Effect of the Consumer-Brand Relationship Quality on the Brand Loyalty in the Fast Food Restaurant in Masan, Korea

摘要: The purpose of this study was to analyze the effect consumer-brand relationship Quality (CBRQ) on brand loyalty in fast food restaurant Masan, Korea. Questionnaires were distributed 250 students K University located who sampled by convenience-sampling method. surveys performed from December 6 14, 2004. 246 responded, and 12 unusable excluded, then 234 used for final analysis . For statistical analysis, SPSS (12.0) conduct descriptive factor reliability Pearson correlation multiple regression analysis. result showed that 2 constructs (satisfaction commitment) have significant positive effects restaurant. It meant as quality becomes stronger, customer`s greater. differences customer between high low group self-connective attachment, satisfaction, commitment, trust intimacy significant. So customer-brand significantly higher than quality. As a conclusion, operator should focus marketing strategy strengthen order increase customers.