커피숍에 대한 경험적 가치가 고객감정과 신뢰 및 고객충성도에 미치는 영향
The Effect of Experiential Value of Coffee Shop on Customer Emotion, Trust, and Customer Loyalty
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초록
This study attempted to present experiential value based on the experience of customers and to investigate the formation process of customer emotion, customer trust, and customer loyalty. In order to achieve this research purpose, this study divided experiential value into three value dimensions: playfulness, service excellence, and aesthetics to verify how they directly affect customer emotion, customer trust, and customer loyalty, and the results of the study are as follows. First, it was found that both playfulness, service excellence and aesthetics had a significant positive (+) effect on customer emotions. Second, it was found that playfulness and aesthetics had a significant positive (+) effect on customer trust. However, it was found that servicescape had no significant effect. Third, customer emotion was found to have a significant positive (+) effect on customer trust. Fourth, customer emotion was found to have a significant positive (+) effect on customer loyalty. Lastly, customer trust was found to have a significant positive (+) effect on customer loyalty.
Abstract
This study attempted to present experiential value based on the experience of customers and to investigate the formation process of customer emotion, customer trust, and customer loyalty. In order to achieve this research purpose, this study divided experiential value into three value dimensions: playfulness, service excellence, and aesthetics to verify how they directly affect customer emotion, customer trust, and customer loyalty, and the results of the study are as follows. First, it was found that both playfulness, service excellence and aesthetics had a significant positive (+) effect on customer emotions. Second, it was found that playfulness and aesthetics had a significant positive (+) effect on customer trust. However, it was found that servicescape had no significant effect. Third, customer emotion was found to have a significant positive (+) effect on customer trust. Fourth, customer emotion was found to have a significant positive (+) effect on customer loyalty. Lastly, customer trust was found to have a significant positive (+) effect on customer loyalty.
참고문헌 (57)
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