한국프랜차이즈경영연구 (The Korean Journal of Franchise Management)

  • 제10권1호
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  • Pages.33-42
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  • 2019
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  • 2093-9582(pISSN)
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  • 2508-4593(eISSN)
한국프랜차이즈경영학회 (Korea Society of Franchise Management)
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커피전문점의 문화 마케팅이 고객만족에 미치는 영향 : 제주도 카페를 중심으로

The Effects of Cultural Marketing on Customer Satisfaction of Coffee Shops: Focused on Jeju Island Cafe

  • Lee, Jin-Joo (Department of Hotel & Restaurant Management, Cheju Halla University) ;
  • Wang, Chae-Yeon (Department of Hotel & Restaurant Management, Cheju Halla University) ;
  • Hyun, Mi-Hui (Department of Hotel & Restaurant Management, Cheju Halla University) ;
  • Han, Sangho (Department of Hotel & Tourism Management, Youngsan University)
  • 투고 : 2019.01.21
  • 심사 : 2019.02.28
  • 발행 : 2019.03.10
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초록

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

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