• Title/Summary/Keyword: Meduating Effect

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A Study on the Effect of Brand Image, Trust, Commitment and Brand Loyalty on Capital Area and Non Capital Area Coffee Shop - Focusing on Mediating Effect of Trust and Commitment - (수도권과 수도권이외 지역 커피전문점의 브랜드이미지와 브랜드충성도 간 신뢰와 관계몰입의 매개효과에 관한 연구)

  • Kang, Byong-Nam;Moon, Sung-Sik
    • Culinary science and hospitality research
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    • v.18 no.1
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    • pp.182-198
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    • 2012

  • The purpose of this study is to examine the mediating role of trust and relational commitment on capital area and non capital area coffee shop. In order to meet its purpose, we surveyed 264 customers who visited coffee shop in capital area and non capital area. The results are as follows: First, trust was played a mediator role between a brand image and relational commitment. Second, Relational commitment was played a mediating role between trust and brand loyalty. Third, Trust and relational commitment was played a mediator role between brand image and brand loyalty.

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