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http://dx.doi.org/10.7469/JKSQM.2015.43.3.383

The Relationships among Suitability of the Entertainer Advertising Model, Relationship Quality and Brand Loyalty in Coffee Shop  

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)
Publication Information
Journal of Korean Society for Quality Management / v.43, no.3, 2015 , pp. 383-396 More about this Journal
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
Advertising Model's Suitability; Relationship Quality; Brand Loyalty;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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