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A Study on Mediating Effect of Customer Satisfaction and Attitudinal Loyalty between the Brand Image and Behavioral loyalty in Coffeeshops -Focusing on Capital Area and Non-Capital Area-  

Kang, Byong-Nam (Department of Hotel Culinary Art', Hyejeon College University)
Moon, Sung-Sik (Department of Franchise Management, Jang-An College University)
Publication Information
Culinary science and hospitality research / v.20, no.1, 2014 , pp. 205-219 More about this Journal
Abstract
The purpose of this study examines the mediating effect of Customer Satisfaction and Attitudinal Loyalty on Capital area and Non-capital area coffeeshops. In order to meet its purpose, We surveyed 290 customers who visited coffeeshops in Capital area and Non-Capital area. The research results may be summarized. First, Customer Saisfaction with a coffee shop played a mediating role between Band Image and Attitudinal Loyalty. Especially, It Fully-mediated between Brand Image and Attitudinal Loyalty in Non-Capital area. Second, Attitudinal Loyalty to a coffee shop played a mediating role between Customer Satisfaction and Behavioral Loyalty. In particular, It Fully-mediated between Customer Satisfaction and Behavioral Loyalty.
Keywords
Brand Image; Customer Satisfaction; Attitudinal Loyalty; Behavioral Loyalty; Mediating Effect; Capital Area; Non-Capital Area;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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