This research wished to examine IMC effect process by foodservice customer's brand switching with several theories about foodservice customer's brand switching and IMC (Integrated Marketing Communications) to establish suitable management strategy diversified customer's desire and market's change. The analysis result of collected data is as following : First, this research was expose that foreign enemy motive that can say as situation factor based on virtue researches of several factor that influence in foodservice customer's brand switching through theoretical literature research and inner motive that can say as private variable influence before use as customer's psychological motive. Second, variety pursuit inclination that is inner motive as result that analyze difference inner, statistics of population partial splinter of a primary factor of changing motive who influence in brand switching consecrates, difference appeared in profession. Third, materialized via each mean value to 4 group through experiment design to typify group according to inner, foreign enemy motive which influence in customer's trademark electrification. Fourth, drew for 4 factor of conversion result goods special quality conversion, trademark special quality conversion, recently pursuit enemy conversion, situation enemy who verify factor analysis and believability about inner same class of brand switching motive. Fifth, was construed that it is in incidental and distinction of sex, age, profession, foodservice expense etc. that compare special quality statistics of population enemy to grasp brand switching type group special quality difference. Sixth, showed utilization brand according to brand switching type group, difference that keep in mind about the utilization withdrawal, utilization reason, utilization purpose month with utilization family re Stowe recently. Finally, trademark attitude was proved that affect direct purchase action.
It may supply basic data in foodservice corporation's IMC strategy establishment hereafter that display high corelation, and understand foodservice customer's brand switching special quality which utilize subsidiary company because also have corelation of chisel (+) to customer's is IMC that cause direct effect in purchase action, IMC attitude, trademark attitude, brand awareness and grasp is inner of study finding brand switching, external motive and foodservice connected a primary factor of change.