Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Relationships between Image of Coffee Shops and Brand Loyalty: Mediating Impact of Economic and Noneconomic Satisfaction

커피전문점의 점포이미지와 브랜드 충성도 간의 관계: 경제적 만족과 비경제적 만족의 매개를 중심으로

  • Choi, Hyung-Min (Graduate School of Hospitality and Tourism, Sejong University) ;
  • Eu, Yoon-Sun (Dept. of Food Service Planning & Franchise Management, Sejong Cyber University)
  • 최형민 (세종대학교 관광대학원) ;
  • 어윤선 (세종사이버대학교 외식창업프랜차이즈학과)
  • Received : 2012.03.26
  • Accepted : 2012.10.30
  • Published : 2012.10.31
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Abstract

The purpose of this study was to classify customer's satisfaction of coffee shops in term of economic and non-economic satisfaction, as well as to examine the effects of coffee shops image on customer's economic and non-economic satisfaction and customer brand loyalty. For this purpose, we collected data from 301 coffee shops, as well as from customers who visited brand name coffee shops in Seoul, Korea. The result of this CFA shows that this study was valid and reliable. Our findings were as follow: (1) Product and accessibility image of coffee shops influenced customer's economic satisfaction, whereas facility and staff image did not. (2) The effects of product, facility, staff and accessibility image on customer's non-economic satisfaction were significant. (3) Coffee shop image was not influenced by brand loyalty. (4) Economic and non-economic satisfaction had a significant impact on brand loyalty.

Keywords

References

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