초록 열기/닫기 버튼
The purposes of the study are to explore the effects among service quality, brand image, brand awareness, and revisit intention, including mediating effects of brand image and brand awareness on revisit intention in the expressway service area business. Data is collected from 240 visitors at the two expressway service areas of Cheongdo province and the research adopts multiple regression analysis with mediating test to examine the hypotheses. The results are: (a) the relations among the service quality, brand image and brand awareness for revisit intention are mostly significant and positive effect, (b) brand image and awareness will meditate the effects on revisit intention, but (c) physical environment quality of service has negative effect on brand awareness. The study suggests that the expressway service operators ought to build its brand awareness through physical environment service improvement such as adopting more branded stores, private stores environment improvement and other marketing activities. When brand awareness is high, its service quality may also increase consumers’ service quality expectation and decrease service quality uncertainty. As a result, service quality, brand image and brand awareness will increase revisit intention on the expressway service areas.
