The Effect of food service companies' brand expansion strategy on image, customer trust, and customer satisfaction

This study investigated the influence of brand attitude, brand image, brand loyalty and image of brand expansion strategy on customer trust and customer satisfaction for customers who use restaurant service. A survey was conducted for one month from January 1, 2022, targeting consumers in Daegu and Gyeongbuk. A total of 249 copies were used for analysis. For statistical processing in this study, SPSS/WIN statistical program 25.0 was used, and the analysis method was confirmed factor analysis and structural equations. In conclusion, it was found that the brand expansion strategy of restaurant companies had a significant effect on image, customer trust, and customer satisfaction. Therefore, the restaurant industry is desperately in need of research on the determinants of increasing consumer trust and satisfaction.