샌드위치 전문점의 맛, 브랜드 신뢰, 브랜드 충성도의 관계와 온도의 조절효과: 써브웨이 사례를 중심으로

초록

Understanding the characteristics of sandwich restaurant customers can provide valuable insights for developing effective managerial strategies. Accordingly, the present study aims to identify the key characteristics of customers who frequent sandwich specialty stores. The study focuses on Subway as a representative case. The key variables examined in this study include taste, brand trust, brand loyalty, and food temperature. In particular, the study investigates the moderating effect of food temperature in the relationship between taste and brand trust. To collect data, an online survey was conducted using the Clickworker platform. A total of 283 responses were gathered from U.S. consumers, and the data were analyzed using statistical techniques. For hypothesis testing, Hayes’ Process Macro Model 7 with 5,000 bootstrap samples was used. The results indicate that brand loyalty is positively influenced by both taste and brand trust. Also, the analysis reveals a significant moderating effect of food temperature on the relationship between taste and brand trust. This study offers theoretical implications by identifying how taste, temperature, brand trust, and brand loyalty are interrelated in the context of sandwich specialty store customers.

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