커피전문점의 문화 마케팅이 고객만족에 미치는 영향

• 영문명: The Effects of Cultural Marketing on Customer Satisfaction of Coffee Shops: Focused on Jeju Island Cafe
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이진주(Lee, jin joo) 왕채연(Wang, Chae-Yeon) 현미희(Hyun, Mi-Hui) 한상호(Han, Sangho)
• 간행물 정보: 『한국프랜차이즈경영연구』제10권 제1호, 33~42쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.03.30

영문 초록

Purpose – Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result – The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions – The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

목차

1. 서론

2. 이론적 고찰

3. 연구방법

4. 실증분석

5. 결론

키워드

Jeju Island Coffee shop Cultural Marketing Service Quality Customer Satisfaction