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4차 산업혁명 시대에서 커피전문점 브랜드 충성도의 극대화를 위한 전략분석 연구: 로봇 바리스타를 중심으로

Strategic Analysis Study for Maximizing Brand Loyalty of Coffee Shops in the Era of the 4th Industrial Revolution: Focused on Robot Baristas

황진수|문재정
한국마이스관광학회 (Korea MICE Tourism Society)|2023.02|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제23권 제1호|pp. 65-86

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키워드

지각된 가치Perceived valueDemographic characteristics브랜드 충성도인구통계학적 특성로봇 바리스타Robot baristaBrand royalty

초록

This study was conducted to investigate the relationship between perceived value and brand loyalty in the context of robot baristas. For this purpose, data were collected from customers who have used robot baristas in South Korea. A total of 334 samples were used for the empirical analysis. The analysis results showed that two dimensions of perceived value, including hedonic and utilitarian values had a positive effect on brand loyalty. In addition, the data analysis indicated that the differences of mean values of perceived value according to the demographic characteristics were identified. More specifically, the mean value of utilitarian value showed differences in marital status. Also differences in both hedonic and utilitarian values were found in average monthly income. Consequently, this study suggests theoretical and practical implications in developing effective management strategies for coffee brand companies that have introduced or plan to use robot baristas in the future.

Abstract

This study was conducted to investigate the relationship between perceived value and brand loyalty in the context of robot baristas. For this purpose, data were collected from customers who have used robot baristas in South Korea. A total of 334 samples were used for the empirical analysis. The analysis results showed that two dimensions of perceived value, including hedonic and utilitarian values had a positive effect on brand loyalty. In addition, the data analysis indicated that the differences of mean values of perceived value according to the demographic characteristics were identified. More specifically, the mean value of utilitarian value showed differences in marital status. Also differences in both hedonic and utilitarian values were found in average monthly income. Consequently, this study suggests theoretical and practical implications in developing effective management strategies for coffee brand companies that have introduced or plan to use robot baristas in the future.

참고문헌 (86)

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