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커피 전문점 이용 동기가 브랜드 태도와 만족도 및 충성도에 미치는 영향
Evaluation of How the Motivation the Use of Specialized Coffee Branches Brand Attitude, Satisfaction and Loyalty

김태희    (경희대학교 호텔관광대학   ); 유희주    (경희대학교 관광대학원   ); 이인옥    (경희대학교 일반대학원  );
  • 초록

    The domestic specialized coffee branch market is growing both in size and sales, and the competition between different brands is increasing. The goal of this study was to divide the customer's consumption motivations into utility usage motivation, hedonic usage motivation, and ostentation usage motivation and to determine how each motivation influences the attitude, satisfaction and loyalty toward the brand. The results can be summarized as follows. (1) Hedonic motivation and ostentation motivation with the exception of utility motivation were shown to have an effect on brand attitude. (2) Brand attitude was shown to have an effect on satisfaction and loyalty. (3) Satisfaction had an effect on loyalty. However, if the satisfaction was low, the intentions for subsequent visits and positive oral transmissions decrease. The result of this study showed that establishing positive brand attitude, satisfaction and loyalty to customers with pleasure and ostentation motivations is effective. Moreover, marketing activities such as cultural and playful events should be emphasized for customers with hedonic motivations, while environments with better atmosphere and careful service should be provided to customers with ostentation motivation.


  • 주제어

    Utility motivation .   hedonic motivation .   ostentation motivation .   brand attitude .   satisfaction .   royalty.  

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  • 이 논문을 인용한 문헌 (5)

    1. Kim, Su-Jin ; Lee, Hyung-Ryong 2011. "The Effects of Physical Environment in Coffee Shops on Customer Brand Loyalty: With a Focus on the Comparison between Mediating Effects of Customer Satisfaction and Emotional Responses" 東아시아食生活學會誌 = Journal of the East Asian Society of Dietary Life, 21(4): 609~624     
    2. Moon, Sang-Jeong ; Bae, Hyun-Joo 2013. "The Effect of Relational Benefits on Customer Perception of Value, Satisfaction, and Loyalty in the Specialty Coffee Shop Business" 한국식품영양과학회지 = Journal of the Korean Society of Food Science and Nutrition, 42(1): 120~128     
    3. Sim, Boo-Yong ; Choi, Hak-Joo ; Bak, Ji-Won ; Kim, Dong-Hee 2014. "Effects of GamiBangkeehwangkee-tang (fangj?huangqi-t?ng) ethanol extract on Collagen-induced Rheumatoid Arthritis model of DBA/1 mice" 大韓本草學會誌 = The Korea journal of herbology, 29(6): 95~102     
    4. Choi, Yoon-Hee ; Lee, Yeon-Jung 2016. "A Study on the Influence of Coffee Shop's Service-Scape on the Perceived Values, and Brand Attitude of Customers" Culinary science & hospitality research = 한국조리학회지, 22(7): 203~221     
    5. Lee, Hyung-Ju ; Suh, Ji-Youn 2016. "The Effect of Chinese Customer Coffee Benefit Sought on Korean Coffee Shop Satisfaction, Attachment, and Loyalty - Based on Mediating Effect of Korean Wave Attitude -" Culinary science & hospitality research = 한국조리학회지, 22(5): 151~166     

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