Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Coffee Shop's Relationship to Customer Trust, Commitment, and Shop Loyalty

커피전문점의 관계특성요인이 신뢰, 몰입, 점포충성도에 미치는 영향

  • 김지응 (신성대학 호텔조리제빵계열) ;
  • 정세훈 (카페인프라 바리스타 아카데미)
  • Received : 2011.02.14
  • Accepted : 2011.04.19
  • Published : 2011.04.30
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Abstract

We suggested specific and practical marketing strategies to coffee shop managers and customers to create a symbiotic relationship. The coffee shop's relationship to reliability, commitment, and shop loyalty was analyzed thoroughly. The samples for this study were 393 coffee shop customers in Seoul. The results showed that customer reliability about coffee shops improved as reputation, customer orientation, specialty, and tie increased, but reliability was reduced as the size of the coffee shop became larger. Communication did not significantly affect reliability. Second, customer reliability positively affected commitment, so commitment increased as customer reliability increased. Third, customer reliability positively affected shop loyalty, so shop loyalty increased as customer reliability increased. Fourth, customer commitment positively affected shop loyalty, so shop loyalty increased as customer commitment increased.

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