한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제28권5호
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  • Pages.473-479
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  • 2013
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  • 1225-7060(pISSN)
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  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
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테이크아웃 커피전문점 브랜드 개성이 고객만족 및 브랜드 충성도에 미치는 영향

The Effect of Take-out Coffee Shop Brand Personality on Customer Satisfaction and Brand Loyalty

  • 투고 : 2013.08.10
  • 심사 : 2013.10.10
  • 발행 : 2013.10.30
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초록

This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (${\beta}$=0.429) and "reliability" (${\beta}$=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (${\beta}$=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.

키워드

참고문헌

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피인용 문헌

  1. Repositioning Strategies Following Fast Food Brand Personality vol.31, pp.2, 2016, https://doi.org/10.7318/KJFC/2016.31.2.121
  2. A Study on the Consumption Behaviour of Coffee Product according to Monthly Income in Franchised Coffee Shop’s Consumer vol.29, pp.6, 2014, https://doi.org/10.7318/KJFC/2014.29.6.519