패밀리레스토랑의 마케팅커뮤니케이션이 브랜드자산 및 관계의 질 형성에 미치는 영향

The purpose of the study is to analyse the effect of marketing communication on brand equity and relationship quality in family restaurant. The questionnaire was administered to 350 visitors of family restaurants. A total of 260 questionnaires were used for the final analysis, excluding incomplete and unfaithful data. SPSS and AMOS statistical software packages were used to execute frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling analysis. The results of hypotheses testing are as follows. First, words of mouth and sales promotion have positive influence on all elements of brand equity, but publicity has positive influence on brand image only. Second, brand image and brand value have positive influence on trust, but brand awareness has not positive influence on trust. Third, visitors’ satisfaction is positively affected by all elements of brand equity.