The Effect of the Brand Experience on Customer Value, Brand Trust and Loyalty in Starbucks Coffee Shop

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· 저자명 : 박은애

초록

The purpose of this research was to analyses the relationship of brand experience, customer value, brand trust and loyalty in Starbucks coffee shop. For the actual test of these hypotheses, surveys were conducted with a convenience sample of 252 participants who had visited the Starbucks coffee shop in Busan. Frequency, SPSS and AMOS are used for data analysis. Survey participants filled out the survey based on their experiences in the Starbucks that they indicated in the questionnaire.
Result indicate, brand experience such as sensory, emotion, recognition and behavior had affected the customer value and brand trust. Also, customer value and brand trust had a direct effect on loyalty. These results suggest a base for evaluating how Starbucks brands influence the concept of brand experience, because brand experience is an essential element for the development of customer value, brand trust and loyalty to a particular brand in coffee market.
Therefore, for the Starbucks categorized by business type, the choice, behavior and intention can vary depending on brand experience, customer value, brand trust and loyalty. As such, all enterprises with business models similar to Starbucks should maintain their relationship with customers through the brand experience, customer value and brand trust which is the key factor in the coffee industry. Since each coffee brand has different brand assets, each brand will need to apply experience factors that suit the environment of each brand to maximize its marketing effects.

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