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

The East Asian Society of Dietary Life (동아시아식생활학회)
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Evaluation of How the Motivation the Use of Specialized Coffee Branches Brand Attitude, Satisfaction and Loyalty

커피 전문점 이용 동기가 브랜드 태도와 만족도 및 충성도에 미치는 영향

  • Kim, Tae-Hee (College of Hospitality & Tourism Management, KyungHee University) ;
  • Yoo, Hee-Joo (Graduate School of Tourism, KyungHee University) ;
  • Lee, In-Ok (Graduate School KyungHee University)
  • Received : 2009.10.26
  • Accepted : 2010.02.03
  • Published : 2010.02.28
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Abstract

The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.

Keywords

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