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The Effect of Chinese Customer Coffee Benefit Sought on Korean Coffee Shop Satisfaction, Attachment, and Loyalty - Based on Mediating Effect of Korean Wave Attitude -  

Lee, Hyung-Ju (Dept. of Business Administration, Gyonggi University)
Suh, Ji-Youn (Dept. of Food Service Industry, Baekseok Arts University)
Publication Information
Culinary science and hospitality research / v.22, no.5, 2016 , pp. 151-166 More about this Journal
Abstract
The purpose of this study is to understand the influence of Chinese customer coffee sought benefits on satisfaction with, and attachment and loyalty to Korean coffee shops. Based on a total of 200 samples obtained for empirical research from 10 Mar. to 25 July, 2015, of self-administrated questionaries completed by patrons in Beijing, Shanghai, Haerbin in China, data were analyzed for frequency, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression and hierarchical multiple regression analysis. The results of this study are summarized as follows. First, it was found that Chinese customer sought pursuits (functional & experimental benefits, symbolic benefit) had an effect on satisfaction of Korea coffee shop. Second, satisfaction influenced Korean coffee shop attachment and loyalty. Third, Korean wave attitude had a mediating effect between satisfaction, attachment and loyalty. From the results, we can conclude following implications: First, by providing atmosphere of South Korea, menu, barista service, we can predict that Korean coffee brands can prevail in competition through active promotions of their brands. Second, Korean coffee brands can make a strategy that includes providing full service from trained South Korean baristas and hosting talk shows between baristas from South Korea. Third, providing the opportunity to visit South Korea for local cafe tours is a good social event. These results will help control marketing strategies in China. Limitations and future research directions are also discussed.
Keywords
benefit sought; satisfaction; Korean wave attitude; attachment; loyalty;
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