중국소비자의 커피전문점에 대한 선택요인 분석 (Customer’s Choice of Coffee Shops in China : Determinants of Brand Loyalty)

서지정보

· 발행기관 : 한국무역연구원
· 수록지 정보 : 무역연구 / 11권 / 1호 / 493 ~ 510페이지
· 저자명 : 장맹, 김민숙

초록

The purpose of this study is to figure out the determinants on Chinese customers' brandloyalty in coffee shops. For this purpose, a questionnaire was used to collect quantitativedata from 120 Chinese customers of coffee shops. A regression analysis based on the datawas performed. Major findings are two-fold.
First, all independent variables(product quality, service quality and contextual experience)have positive effects on the customer’s perceived value. This shows that not only should thequality of products be improved, but there is also a need for coffee shops to provide the kindof service which suits the life-style of Chinese consumers. At the same time, it is also veryhelpful to leave a good impression and brand recall on the part of consumers. Therefore, theenvironment, convenience as well as interior decoration of coffee shops also have importantimplications.
Second, customer satisfaction has a positive influence on brand loyalty. By patronizingcoffee shops and getting satisfaction from it, consumers’ willingness to be a repeat customeras well as propensity to recommend the coffee shop to others are more evident. improvementof consumer satisfaction would be an important means to keep loyal customers as well asstrengthen the brand competitiveness of coffee shops.

영어초록

The purpose of this study is to figure out the determinants on Chinese customers' brandloyalty in coffee shops. For this purpose, a questionnaire was used to collect quantitativedata from 120 Chinese customers of coffee shops. A regression analysis based on the datawas performed. Major findings are two-fold.
First, all independent variables(product quality, service quality and contextual experience)have positive effects on the customer’s perceived value. This shows that not only should thequality of products be improved, but there is also a need for coffee shops to provide the kindof service which suits the life-style of Chinese consumers. At the same time, it is also veryhelpful to leave a good impression and brand recall on the part of consumers. Therefore, theenvironment, convenience as well as interior decoration of coffee shops also have importantimplications.
Second, customer satisfaction has a positive influence on brand loyalty. By patronizingcoffee shops and getting satisfaction from it, consumers’ willingness to be a repeat customeras well as propensity to recommend the coffee shop to others are more evident. improvementof consumer satisfaction would be an important means to keep loyal customers as well asstrengthen the brand competitiveness of coffee shops.

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