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he purpose of this study is to propose to the food service corporations marketing strategies of adopting non-face-to-face services to maintain long-term customer relationships. In addition, it is to b...
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he purpose of this study is to propose to the food service corporations marketing strategies of adopting non-face-to-face services to maintain long-term customer relationships. In addition, it is to build a theoretical logic to enhance customer satisfaction and purchase intention after encouraging favorable attitudes of customers toward non face-to-face services. The research method of this study is based on a survey of consumers in their 20s or over who have visited large franchise food service corporations that provide non face-to-face services using a convenient sample extraction method. The survey is conducted using the Google Online questionnaire, which was registered from 1 October, 2019 to 30 October, 2019. Based on the data results, frequency analysis, confirmed factor analysis and correlation analysis are carried out. The results are as follows: In hypothesis 1, non face-to-face services have a positive (+) influence on customer satisfaction. In hypothesis 2, non face-to-face services have a positive (+) influence on purchase intention. In hypothesis 3, customer satisfaction has a partially positive (+) impact on the purchase intention. The study results suggest theoretical and practical implications on the acceptance of non face-to-face services in food service corporation.
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