earticle

영어

Though the mileage program in the family restaurant industry is very important in theoretical and practical perspectives, an extant study has not yet been created. This paper examines empirically the effect of mileage programs in restaurants on brand loyalty, and the mediating role of customers' trust and satisfaction. The results show that customer's benefits and the convenience of mileage programs significantly influences customer's trust. In addition, customers' satisfaction has a mediating effect on the relation between trust and brand loyalty. Further research suggestions and limitations of this study are mentioned.