복합커피전문점의 서비스품질, 브랜드이미지와 고객충성도의 영향관계
Complex Coffee Shop’s Service Quality, Brand Image and Customer Loyalty the Impact of Relationship
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The research investigated both links between service quality and brand image and between brand image and customer loyalty using data from the consumers of complex coffee shop. Date were collected from 324consumers who had used complex coffee shop in Busan. To achieve the purpose of this study, the hypothesized were tested using AMOS 18.0, SPSS 18.0 Statistical Program utilizing frequency analysis, factor analysis,reliability analysis multiple regression analysis. complex coffee shop findings on the service quality, the brand image of the positive (+), influenced and affected the positive (+) to customer loyalty the brand image. Investigation was to customer loyalty a great influence on a positive brand image according to the service quality, perception and satisfaction in the service of employees. Based on the results of the study, complex coffee shop speciality stores must strive to improve customer loyalty through unique service strategies. Also,to satisfy customer's expectations, they must constantly develop consistent dessert menu and trive to create positive brand image.
Abstract
The research investigated both links between service quality and brand image and between brand image and customer loyalty using data from the consumers of complex coffee shop. Date were collected from 324consumers who had used complex coffee shop in Busan. To achieve the purpose of this study, the hypothesized were tested using AMOS 18.0, SPSS 18.0 Statistical Program utilizing frequency analysis, factor analysis,reliability analysis multiple regression analysis. complex coffee shop findings on the service quality, the brand image of the positive (+), influenced and affected the positive (+) to customer loyalty the brand image. Investigation was to customer loyalty a great influence on a positive brand image according to the service quality, perception and satisfaction in the service of employees. Based on the results of the study, complex coffee shop speciality stores must strive to improve customer loyalty through unique service strategies. Also,to satisfy customer's expectations, they must constantly develop consistent dessert menu and trive to create positive brand image.
참고문헌 (39)
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