고객 만족과 브랜드 동일시가 지불 의사와 재구매 의도에 미치는 영향 = 커피 전문점을 중심으로

다국어 초록 (Multilingual Abstract)

Nowadays, coffee chains are regarded as a part of culture and life, not simply place where coffee is consumed. A variety of coffee shops offer a social place to meet people"s need for social interaction. As coffee market in Korea recently grew rapidly, the number of coffee chains increased sharply. Coffee chains have forced to find appropriate and useful methods of creating competitive advantage. Thus, service managers in coffee chains should understand consumers" consumption patterns and needs. This study investigates the key determinants of two critical post-purchase behaviors: repurchase intention and willingness to pays. Brand identification and customer satisfaction are identified as the key antecedents of consumers’ post-purchase behaviors. Moreover, this study clarified the role of coffee quality, service encounter performance, brand image, and brand trust in developing brand identification and customer satisfaction. Data collected from 204 university students who frequently visit coffee chains were empirically tested against the research model using partial least squares(PLS). The results found that the both brand identification and customer satisfaction substantially predicted consumer’s post-purchase behaviors of coffee chain. Contrary to our expectations, the analysis results showed that coffee quality and brand image are not significantly related to brand identification and consumer satisfaction, respectively. Brand trust had no significant effect on brand identification, whereas it had a significant impact on consumer satisfaction. Service encounter performance played a significant role in developing brand identification and consumer satisfaction.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 연구모형
• Ⅲ. 연구방법
• Ⅳ. 연구 결과
• Ⅴ. 연구 시사점 및 한계점
• 참고문헌