Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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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-

커피전문점의 브랜드이미지와 행동적충성도 간 고객만족과 태도적충성도의 매개효과에 관한 연구 - 수도권지역과 수도권이외지역을 중심으로 -

  • Kang, Byong-Nam (Department of Hotel Culinary Art', Hyejeon College University) ;
  • Moon, Sung-Sik (Department of Franchise Management, Jang-An College University)
  • 강병남 (혜전대학교 호텔조리외식계열) ;
  • 문성식 (장안대학교 프랜차이즈경영과)
  • Received : 2013.11.12
  • Accepted : 2014.02.15
  • Published : 2014.02.28
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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.

본 연구에서는 수도권과 수도권이외 지역 커피전문점의 브랜드이미지와 행동적충성도 간 고객만족과 태도적충성도의 매개효과를 확인하였다. 이를 위하여 커피전문점을 이용해 본 경험이 있는 고객 290명을 대상으로 설문지 조사를 하였다. 연구결과, 첫째, 커피전문점(수도권지역)의 고객만족은 브랜드이미지와 태도적충성도 사이에서 부분매개역할을 하는 것으로 나타났다. 그러나 수도권이외지역 커피전문점의 고객만족은 완전매개역할을 하는 것으로 나타났다. 둘째, 커피전문점(수도권지역)의 태도적충성도는 브랜드이미지와 행동적충성도 사이에서 매개역할을 하는 것으로 나타났다. 그러나 수도권이외 커피전문점의 태도적충성도는 완전매개역할을 하는 것으로 나타났다.

Keywords

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