Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Relationships among Suitability of the Entertainer Advertising Model, Relationship Quality and Brand Loyalty in Coffee Shop

커피전문점 브랜드의 연예인 광고모델 적합도, 기업·고객 관계품질, 브랜드 충성도 간의 구조적 관계 고찰

  • Kim, YeongGug (Department of Tourism Administration, Kangwon National University) ;
  • Park, HyunKyu (Department of Culinary Arts and Hotel Food Service, Suseong College) ;
  • Nam, JangHyeon (Department of Food and Food Service Industry, Kyungpook National University)
  • 김영국 (강원대학교 관광경영학과) ;
  • 박현규 (수성대학교 호텔조리과) ;
  • 남장현 (경북대학교 식품외식산업학과)
  • Received : 2015.07.22
  • Accepted : 2015.08.16
  • Published : 2015.09.30
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Abstract

Purpose: This study was to identify the structural relationships among suitability of entertainer advertising model, relationship quality and brand loyalty in coffee shop. Methods: This study collected data from those who visited two reputed franchised coffee shops. A variety of statistical methods were used; descriptive analysis, exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis. Results: The research results from this study are as follows: First, only credibility factor has a positive impact on relationship quality; second credibility and expertness factors positively influence brand loyalty; and third, there is a positive relationship between relationship quality and brand loyalty. Conclusion: The results of this research are useful for identifying the role of advertising models's suitability in estimating relationship quality and brand loyalty and strategies for strengthening brand loyalty for coffee shops.

Keywords

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