The service quality of brand identity and the impact on customer satisfaction research -Case of the coffee shop-

서비스 품질이 브랜드 동일성과 소비자 만족에 미치는 영향 연구 -커피전문점 중심으로-

Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.