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http://dx.doi.org/10.7318/KJFC/2019.34.5.567

The Influence of Marketing Linkage to the Performance of a Coffee Company on the Satisfaction and Intention of Purchasing Companies  

Xia, Zhu Qing (Department of Foodservice and Culinary Management, Kyonggi University)
Min, Ji Eun (Department of Foodservice and Culinary Management, Kyonggi University)
Publication Information
Journal of the Korean Society of Food Culture / v.34, no.5, 2019 , pp. 567-576 More about this Journal
Abstract
The purpose of this study is to identify the impact of the performance-linked marketing of food companies on the satisfaction and willingness of the companies that purchase products. To achieve the purpose of this study, a survey was conducted on consumers who were using domestic coffee franchises. A total of 300 questionnaires were distributed, and only 291 were finally used for analysis, except for eight ones that were not sincere or valid. Performance-linked marketing consisted of promotional factors, support factors, production factors, and mouth-to-mouth factors, and the purchasing company's satisfaction and willingness to purchase products consisted of a single factor. A linear regression analysis was performed using SPSS version 20.0 to verify the hypothesis. The research results show that (1) marketing linked to the performance by coffee shops has a significant impact on consumers' willingness to purchase. (2) The marketing performance for coffee shops has a significant positive impact on the satisfaction of the purchasing company. (3) The consumer's intention to purchase has a significant positive effect on the purchaser's satisfaction. These findings confirm the importance of concert-linked marketing in the differentiated marketing by restaurant businesses.
Keywords
Performance linkage marketing; purchase intention; satisfaction; marketing for a coffee company;
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Times Cited By KSCI : 1  (Citation Analysis)
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