연구논문(硏究論文): 커피전문점의 이미지가 지각된 가치,고객만족,신뢰 및 재방문의도에 미치는 영향

• 영문명: The Effects of Coffee House Image on Perceived Value, Customer Satisfaction, Trust and Revisit Intention
• 발행기관: 한국외식경영학회
• 저자명: 조수현(Cho Soo Hyun) 이정원(Lee Jung won)
• 간행물 정보: 『외식경영연구』14권 4호, 297~320쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.10.30

영문 초록

This study was performed in order to establish the effective marketing strategy through relationship among coffee house image, perceived value, trust, satisfaction, and revisit intention. The data of 270 questionnaires were gathered from customers who had purchased and drunken coffee by visiting the coffee house in several central locations at Seoul and Daejeon, Korea. The results analyzed by this study are as follows: First, the perceived value and the trust of coffee house image is properly influenced by the product price and the convenience but the effect by place condition and geographical accessibility is not much. Second, the satisfaction is just effected by what is the price and the convenience within image elements of coffee house. Third, the perceived value significantly influences customer satisfaction and revisit intention. Fourth, the trust between the coffee house and the customer meaningfully influences customer satisfaction and revisit intention. Fifth, the satisfaction when the customer uses coffee house meaningfully influences revisit intention.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구조사설계

Ⅳ. 실증적 분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Coffee house image Perceived value Customer satisfaction Trust Revisit intention