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http://dx.doi.org/10.5392/JKCA.2015.15.02.433

Effects of Customer Satisfaction and Switching Costs on Customer Loyalty in a Coffee Chain Context  

Kim, Byoungsoo (서울여자대학교 사회과학대학 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.15, no.2, 2015 , pp. 433-443 More about this Journal
Abstract
This study aims to analyze key antecedents of customer loyalty based on dedication-based and constraint-based mechanisms. Our framework provides a theoretical lens of how two distinctive mechanisms influence customer loyalty in a coffee chain context. In this regard, this study examines the effects of customer satisfaction and switching costs on customer loyalty in a coffee shop market. In order to test the proposed model, data collected from 263 university students were empirically tested by using partial least squares regression. The analysis results reveal that customer loyalty is jointly influenced by both a dedication-based and a constraint-based mechanisms. Coffee quality service quality, price and value, and service atmosphere significantly affect user satisfaction. Habit and brand image were found to be the key factors of forming perceived switching costs.
Keywords
Customer Loyalty; Switching Cost; Service Quality; Brand Image;
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Times Cited By KSCI : 3  (Citation Analysis)
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