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http://dx.doi.org/10.5762/KAIS.2019.20.3.139

The Analysis of Structural Relation among Culture Marketing, Brand Image, Customer Satisfaction and Intention to Revisit in Coffee Franchises  

Kim, Jong-Im (Department of Business Administration, Kyungnam University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.20, no.3, 2019 , pp. 139-148 More about this Journal
Abstract
Franchise coffee shops have continued to attempt to differentiate themselves using cultural arts to engage with changes in consumer awareness and lifestyle. This empirical study was conducted to analyze structural relations between cultural marketing and brand image, customer satisfaction, and intention to revisit for franchised coffee shops. 322 customers at S Coffee Shop (a franchised coffee shop in Daegu) were surveyed, and collected data were subjected to frequency, descriptive, reliability, correlation, and covariance structural analysis using SPSS software. We found that culture marketing significantly improved brand image and customer satisfaction, and thus, significantly influenced intention to revisit. The study shows culture marketing activities improve brand image and increase customer satisfaction and the likelihood of revisiting.
Keywords
Franchised Coffee Shop; Cultural Marketing; Brand Image; Customer Satisfaction; Revisit Intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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