외식 팝업스토어의 점포속성이 고객 가치와 브랜드 충성도에 미치는 영향
The Effects of Store Attributes of Foodservice Pop-Up Stores on Customer Value and Brand Loyalty
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This study aims to examine the effects of pop-up store attributes on customer value and brand loyalty in the foodservice sector. A survey was conducted with 200 customers who had experience visiting foodservice-related pop-up stores, such as dessert, coffee, and restaurant brands. The survey was administered over a period of approximately three weeks starting in October 2025, and the data were analyzed using the SPSS program. The results of the hypothesis testing are summarized as follows. First, it was found that visitors to foodservice pop-up stores typically experience them in trend-leading commercial areas and large department stores, such as Seongsu-dong and The Hyundai Seoul. Second, foodservice pop-up store attributes were shown to have a significant impact on customer value; among the attribute factors, scarcity had a strong effect on functional value, while design significantly influenced emotional value. Third, pop-up store attributes were also found to have a significant effect on brand loyalty, with scarcity emerging as a key factor influencing loyalty toward foodservice brands. Fourth, customer value was shown to have a significant impact on brand loyalty. Based on these findings, meaningful academic and practical implications for foodservice brand pop-up store strategies are presented.
Abstract
This study aims to examine the effects of pop-up store attributes on customer value and brand loyalty in the foodservice sector. A survey was conducted with 200 customers who had experience visiting foodservice-related pop-up stores, such as dessert, coffee, and restaurant brands. The survey was administered over a period of approximately three weeks starting in October 2025, and the data were analyzed using the SPSS program. The results of the hypothesis testing are summarized as follows. First, it was found that visitors to foodservice pop-up stores typically experience them in trend-leading commercial areas and large department stores, such as Seongsu-dong and The Hyundai Seoul. Second, foodservice pop-up store attributes were shown to have a significant impact on customer value; among the attribute factors, scarcity had a strong effect on functional value, while design significantly influenced emotional value. Third, pop-up store attributes were also found to have a significant effect on brand loyalty, with scarcity emerging as a key factor influencing loyalty toward foodservice brands. Fourth, customer value was shown to have a significant impact on brand loyalty. Based on these findings, meaningful academic and practical implications for foodservice brand pop-up store strategies are presented.