소비자의 위생인식과 지각된 위험이 브랜드이미지, 고객만족, 고객신뢰와 재구매 의도에 미치는 영향 : 커피전문점 점포형태의 조절효과를 중심으로
The Effect of the Consumer Hygienic Awareness and Perceived Risk on the Brand Image, Customer Satisfaction, Customer Confidence and Repurchase Intention: Focused on the Moderating Effect of the Coffee Shop Types
vii, 135 p.
위생인식 지각된 위험 브랜드이미지 고객만족 고객신뢰 재구매 의도;
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Today, the saturated coffee shop market experiences cut throat competition and needs a new perspective through a differentiated marketing strategy to attract new customers. In addition, consumers desire more consumer-oriented services with their improved living standards and changes in consumer confidence. In other words, they prefer and trust the brands that go beyond providing simple menus and services, by guaranteeing the health and safety of customers. Thus, to examine the effects of food items and shop environments provided to the coffee shop customers on the coffee shops' brand image; customer satisfaction and confidence; and, ultimately, repurchase intention, this study established variables relating to hygiene awareness and perceived risk. It also identified the influential relationship of hygiene awareness and perceived risk with the brand image according to the type of shop(franchise shop or personal shop), and proposed a strategy to encourage customers to revisit and purchase by improving the brand image of franchise and personal shops and increasing customer satisfaction and confidence. The findings of this study are as follows. First, hygiene awareness had a positively significant impact on brand image, whereas perceived risk had a negatively significant impact on brand image. This indicates that building high awareness of hygiene is necessary for enhancing brand image and that establishing a methodical marketing strategy which prevents customers from feeling a sense of unease is important. Second, both customer satisfaction and customer confidence had a significant impact on the brand image. The brand image perceived by customers is connected to customer satisfaction, implying that the customers' steady trust in brand image is linked to their strong confidence. Thus, satisfaction and confidence are sufficient reasons for the customers to revisit the shops and are crucial factors in increasing business sales. However, customer confidence had significant effects on the repurchase intention, whereas customer satisfaction did not. This implies that the confidence level of customers has a greater effect on the repurchase intention than customer satisfaction and that the satisfaction level which customers had when they visited a certain brand shop is not consistently connected to potential repurchase. Thus, it is necessary to analyze customer behavior changes and establish strategies for encouraging customers to revisit. Finally, the effect of hygiene awareness on brand image did not vary significantly according to shop type (franchise shop or personal shop). However, while it had a positive impact on the brand image of personal shops, perceived risk had a negative impact on the brand image of franchise shops. It seems that this result is derived because of consumers' higher expectations of franchise shops than their expectations of personal shops. Therefore, perceived risk should be recognized as an important factor in developing corporate strategies without being overlooked for the management of coffee shops.