커피전문점 이용 소비자의 경험적 가치가 브랜드 이미지와 재방문의도에 미치는 영향

• 영문명: The Effect of Coffee Shop Customer's Experiential Value on Brand Image and Revisit Intention
• 발행기관: 관광경영학회
• 저자명: 이상재 박진영
• 간행물 정보: 『관광경영연구』제23권 제4호, 449~467쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.07.31

영문 초록

The purpose of this study wants to seek the theory and marketing strategic for management and sales of the coffee shop through the effect of customer's experiential value on brand image and revisit intention. Total 300 surveys were distributed, 252 Samples was used in data analyses. The result of analysis is as follows. First, service excellence of customer's experiential value had the most significant influences on brand image and efficiency, playfulness also were effected. Second, playfulness had a positive influence on revisit intention and service excellence was effected. However, efficiency had no effect on it. Third, brand image had a positive effect on revisit intention. The results show that service excellence and playfulness were verified significant sub-variable in experiential value on brand image and revisit intention. Therefore, managements need to induce revisiting and improve of the brand image and enhance customer satisfaction by differentiated service and emotional marketing.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결 론

참고문헌

키워드

Coffee Shop Experiential Value Brand Image Revisit Intention