치킨샌드위치전문점 소비자들의 재방문 의도에 영향을 주는 요인: 맘스터치 사례를 중심으로

초록

This research aims to investigate the determinants of revisit intention in the domain of a chicken sandwich store. This research adopts Mom’s Touch as the study domain because the business presented rapid growth in the food service business market as a domestic brand. Therefore, this research empirically examines the reason why consumers have become loyal to the sandwich store. Hence, this research chooses revisit intention as the dependent variable. Also, this research employs five attributes as the candidates of explanatory attributes for revisit intention. The five attributes are atmosphere, price fairness, taste, healthiness, and employee attitude. The online survey was executed to collect the data. The number of observations is 237 for the data analysis. Multiple regression analysis was implemented to test the proposed research hypotheses. The results indicate that taste is the most influential attribute to account for the revisit intention. Price fairness and employee attitude presented positive association with revisit intention. However, atmosphere and healthiness are identified as the non-significant attribute.

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