• Title, Summary, Keyword: 충성도

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The Effect of Servicescape on Customer Satisfaction and Brand Loyalty in Franchise Coffee Shops: The Mediating Effect of Brand Image (프랜차이즈 커피전문점의 서비스스케이프가 고객만족과 브랜드 충성도에 미치는 영향: 브랜드 이미지의 매개효과를 중심으로)

  • Yoo, Young-Jin
    • The Journal of the Korea Contents Association
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    • v.16 no.6
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    • pp.785-801
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    • 2016
  • The purpose of this study was to examine the effect of servicescape on customer satisfaction and brand loyalty in Franchise Coffee Shops. Also, this study investigated a mediating effect of brand image in the causal relationship between servicescape and customer satisfaction and, between servicescape and brand loyalty. The results of this study are as follows: Firstly, among components of servicescape, aesthetics, cleanliness and pleasance affected brand image. Secondly, among components of servicescape, aesthetics, cleanliness, pleasance and space affected customer satisfaction. Thirdly, among components of servicescape, pleasance and space affected brand loyalty. Fourthly, Brand image significantly affected customer satisfaction and brand loyalty. Fifthly, customer satisfaction significantly affected brand loyalty. Sixthly, brand image had a mediating role in the causal relationship between servicescape and customer satisfaction and, between servicescape and brand loyalty.

Effects of Instagram User Personality on Brand Satisfaction and Loyalty (인스타그램 이용자 성격이 브랜드 만족도와 충성도에 끼치는 영향)

  • Kim, Hye-Bin
    • The Journal of the Korea Contents Association
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    • v.16 no.6
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    • pp.450-461
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    • 2016
  • This study set out to analyze the effects of user personality on the brand satisfaction and loyalty of SNS to identify factors influencing SNS usage. For that purpose, the study defined extraversion, curiosity, and self-esteem, three factors of Instagram user personality, as exogenous variables, focusing on Instagram, which has made a relatively sharp rise in the usage rate among many different SNS applications. With brand satisfaction and loyalty set as endogenous variables, the investigator introduced brand satisfaction as a mediating variable for the effects of extraversion, curiosity, and self-esteem on brand loyalty. A survey was conducted with Korean people with an experience of using Instagram, and total 396 questionnaires were used in final analysis. The findings show that all of three exogenous variables had positive (+) effects on brand satisfaction with extraversion and curiosity having positive (+) effects on brand loyalty, as well. And the findings demonstrate that brand satisfaction was a mediating variable and that curiosity was the personality factor that had the biggest influences on satisfaction and loyalty.

The Effect of Information Privacy Concerns on E-Trust and E-Loyalty : The Moderating Role of Switching Cost (정보보안우려감이 e-신뢰도와 e-충성도에 미치는 영향: 전환비용의 조절효과를 중심으로)

  • Moon, Yun Ji;Choi, Hun
    • Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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    • pp.131-134
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    • 2014
  • The Internet allows firms to serve customers more effectively than ever before. In the B2C context, we examine the interrelationships among information privacy concerns, e-trust, and e-loyalty. The authors extend prior research by incorporating constructs of information privacy concerns into a more holistic conceptual framework. This study answers three research questions: Will the three components of information privacy concerns have a significant effect on e-loyalty through e-trust?, Does e-trust mediate e-loyalty?, Finally, do switching costs have a moderation effect between e-trust and e-loyalty?, The authors examine data from customers who have booked hotel accommodations online. The results support our hypotheses and confirm both the mediation role of e-trust and the moderation role of switching costs. Conceptually, this study provides an empirical validation of information privacy concerns, e-trust, and loyalty linkage. On the managerial level, this research provides insights into critical drivers of loyalty in the emerging online marketplace.

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The Influence of CSR Activities of Airline on Brand Awareness and Brand Loyalty (항공사의 사회적 책임활동이 브랜드 인지도와 브랜드 충성도에 미치는 영향)

  • Joo, Shin-Ok
    • The Journal of the Korea Contents Association
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    • v.20 no.8
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    • pp.199-210
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    • 2020
  • This study tries to understand the CSR Activities of Airline on Brand Awareness and Brand Loyalty. Within the last year, online surveys were conducted on consumers with experience in air travel. The empirical survey was conducted between Feb 11 and Feb 25, 2020, and 220 valid questionnaires were analyzed. The results of the study are as follows. First, CSR Activities of Airline was divided into Economic Responsibility, Legal Responsibility, Ethical Responsibility and Philanthropic Responsibility according to the literature review. Analysis showed that CSR Activities of Airline has effect on Brand Awareness accordingly. Second, CSR Activities of Airline has effects Brand Loyalty. Third, Brand Awareness has effects Brand Loyalty. The findings has significant implications for CSR Activities of Airline, Brand Awareness, Brand Loyalty and academic researchers. This research has several implications such as CSR Activities of Airline should be preceded in order to enhance brand Awareness and strengthen Brand Loyalty.

An Empirical Study on the Consumer Satisfaction and Loyalty of Chinese Commercial Banks: Focusing the related Variables of Perceived Service Quality and Uncertainty Avoidance (중국 상업은행 소비자의 만족도/충성도에 관한 연구: 서비스 인식과 불확실성회피를 중심으로)

  • Zhao, Na
    • International Area Studies Review
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    • v.14 no.2
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    • pp.159-180
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    • 2010
  • The purpose of this study is to examine how perceived service quality, value congruence influences uncertainty avoidance, customer satisfaction and customer loyalty, and in turn, provides insight for Korean banks when they penetrate into the Chinese marketplace. In so doing, this study conducts a survey on participants who are using banking services in the Changchun, Jinan, Guangzhou of Jilin Province, Shandong Province and Guangdong Province. The findings are as followed. First, Uncertainty avoidance plays an important mediating role in the relationship between perceived service quality and customer satisfaction, between value congruence and customer satisfaction. Uncertainty avoidance has a direct effect on customer satisfaction, but is significantly negative. Second, value congruence has a direct effect on uncertainty avoidance, but is significantly negative. Third, customer satisfaction has a direct effect on attitudinal loyalty and behavioral loyalty.

Correlation Between Public Library Service User Satisfaction and Loyalty and Moderator Variables (공공도서관 서비스이용자 만족도와 충성도의 상관관계분석 및 매개변수)

  • Lee, Seongsin
    • Journal of the Korean BIBLIA Society for library and Information Science
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    • v.24 no.1
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    • pp.83-103
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    • 2013
  • According to the results from the recent research in Business field, the correlation between customer satisfaction and customer loyalty is not strong. Based on this understanding, the first purpose of this study was to investigate the correlation between public library service user satisfaction and public library service user loyalty. To achieve this purpose, the study conducted a survey of 240 public library users. The findings of this study are 1) the correlation between 'public library service user satisfaction' and 'public library service user loyalty' exists. However the strength of the correlation is moderate, 2) the correlation between 'public library service user satisfaction' and 'public library service users' intention to use new library services' is the weakest among the variables of 'public library service user loyalty', and 3) the correlation between 'public library service user satisfaction' and 'public library service users' intention to recommend library services to others is the strongest among the variables of 'public library service user loyalty'. The second purpose of this study was to find the moderator variables between public library service user satisfaction and public library service user loyalty. According to the study results, the following moderate variables are found: 1) physical accessibility, 2) lack of diversity in library service, 3) car-parking issues, 4) lack of diversity and recency in collections, and 5) lack of convenience in facilities.

A Study on the Effect of Service Quality on Attitudinal and Behavioral Loyalty by Different Types of Restaurants (레스토랑 유형에 따라 서비스 품질이 태도적, 행동적 충성도에 미치는 영향력 차이에 관한 연구)

  • Ahn, Sung-Sik;Park, Yeon-Ok;Kang, Beong-Ho
    • Culinary science and hospitality research
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    • v.17 no.1
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    • pp.26-43
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    • 2011
  • This study aims to give insight into better understanding how service quality influences customers' attitude and behavior in terms of loyalty as well as how its effects vary by the types of restaurants (family restaurants or fast food restaurants). The results of the study are summarized as follows. First, perceived service quality, which consists of food, service, menu and atmosphere, made a significant impact on customer satisfaction for food, menu, atmosphere, and service, respectively. Second, the study examined how perceived service quality affected future expectations, and found only food turned out to be a significant factor. Third, customer satisfaction affected future satisfaction and customer loyalty, and it had a greater impact on attitudinal loyalty than behavioral loyalty. Fourth, future satisfaction affects customer loyalty, and it had a greater impact on attitudinal loyalty than behavioral loyalty. Fifth, the study examined how service quality, customer satisfaction and future expectation affected attitudinal loyalty and behavioral loyalty differently by different types of the food service industry (family restaurants or fast food restaurants) and found out there were some differences in the effects of customer satisfaction on behavioral loyalty and the future expectations and attitudinal loyalty on behavioral loyalty. The marketing implication is that service providers should be one step ahead in understanding the service quality perceived by customers (food, service, menu, and atmosphere). In addition, they should understand that establishing long-tenn relationships with customers by providing high quality service bas a direct impact on their business performance. Furthermore, management in family restaurants and fast food restaurants should include the improvement of service quality in their employee training programs.

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The Effects of Fairness and Service Quality on the Loyalty in the R&D Processes: Mediation Effect of Trust (연구개발 과정에서 공정성과 서비스 품질이 충성도에 미치는 영향: 신뢰의 매개효과)

  • Jeong, Yonggil;Sohn, Minho
    • Journal of Service Research and Studies
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    • v.8 no.4
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    • pp.77-88
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    • 2018
  • Collaboration works on R&D project have many characteristics in interoranizational relationships. There are many variables on explaining the their relationships. In the previous study, I chose some relevant variables and some hypotheses. Base on service marketing theories and relationship marketing perspective I suggest 5 hypotheses. Independent variables are fairness and quality, and dependent variable is loyalty. And trust are treated as the intervening variable between the independent variables and dependent variable. To test the research model and some hypothesis empirically, I collected the data using the questionnaire. Sample size was 448, it was enough to analyze statistically. Data were analysed using the SPSS and AMOS. In the previous study, H1($fairness{\rightarrow}trust$), H2($quality{\rightarrow}trust$), H5($trust{\rightarrow}loyalty$) were accepted, but H3 and H4 were rejected. The reason H3($fairness{\rightarrow}loyalty$) and H4($quality{\rightarrow}loyalty$) were not accepted might be attributed to the fact that trust was the mediating variable between fairness and loyalty, quality and loyalty. Specific research methodologies and statistical findings from AMOS were referred in the previous study(Jeong 2018). In this study, I suggested some hypotheses on the mediating role trust between fairness and loyalty and service quality and loyalty. Using the PROCESS-macro, I found that trust was the mediating variable between fairness and loyalty as well as service quality and loyalty. This research is the complementary and extended study from previous research.

Effects Wine Bar's Brand Image on Guest Satisfaction, Loyalty, Revisit Intention (와인 바의 브랜드 이미지가 고객만족, 충성도, 재방문 의도에 미치는 영향)

  • Kim, Hyuk-Soo;Kim, Yeon-Sun
    • The Journal of the Korea Contents Association
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    • v.10 no.2
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    • pp.433-443
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    • 2010
  • This study aimed understanding the effects of brand image about a wine bar on guest behaviors. A data was collected from individuals who visited wine bars in Seoul, Korea. This study intended (1) to identify the dimensions of brand image about a wine bar by factor analysis, (2) to analyze the dimensions of guest loyalty and revisit intention. This study also examined 1) the effects of brand image about a wine bar on guest satisfaction, loyalty, and revisit intention, 2) the effects of guest satisfaction on guest loyalty and revisit intention, and lastly, the effect of guest loyalty on revisit intention. The results of this study revealed that (1) positive effects were found between the brand image about a wine bar and some dimensions of guest satisfaction, (2) positive effects were observed between the brand image about a wine bar and some dimensions of revisit intention, (3) the brand image about a wine bar had partially positive effects on guest loyalty, (4) guest satisfaction had a positive relationship with revisit intention, (5) guest satisfaction had a positive relationship with loyalty, and (6) positive relationship existed between loyalty and revisit intention.

Effect of the Consumer-Brand Relationship Quality on the Brand Loyalty in the Fast Food Restaurant in Masan, Korea (패스트푸드 레스토랑의 소비자-브랜드 관계의 질이 브랜드 충성도에 미치는 영향 - 마산시 일부 대학생을 대상으로 -)

  • Kim, Hyun-Ah
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.34 no.4
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    • pp.489-495
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    • 2005
  • The purpose of this study was to analyze the effect of the consumer-brand relationship Quality (CBRQ) on the brand loyalty in the fast food restaurant in Masan, Korea. The Questionnaires were distributed to 250 students in the K University located in Masan, who were sampled by convenience-sampling method. The surveys were performed from December 6 to 14, 2004. The 246 Questionnaires were responded, and 12 unusable Questionnaires were excluded, then 234 were used for the final analysis $(response rate:\;93.7\%)$. For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis, reliability analysis, Pearson correlation and multiple regression analysis. The result of this study showed that 2 constructs (satisfaction and commitment) of consumer-brand relationship Quality have significant positive effects on the brand loyalty in the fast food restaurant. It meant that as consumer-brand relationship quality becomes stronger, the customer's brand loyalty becomes greater. The differences of customer loyalty between the high and low group of self-connective attachment, satisfaction, commitment, trust and intimacy were significant. So the brand loyalty of high group of customer-brand relationship quality was significantly higher than that of low group of customer-brand relationship quality. As a conclusion, the operator in the fast food restaurant should focus on the marketing strategy to strengthen the quality of consumer-brand relationship in order to increase the brand loyalty of customers.