Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effect of Environmental Marketing on Consumer Trust and Loyalty at Coffee Stores

커피전문점의 환경마케팅이 소비자 신뢰 및 충성도에 미치는 영향

  • Kim, Ji-Eung (Department of Foodservice Management, College of Culture and Toursim, Jeonju University) ;
  • Park, Ji-Yang (Department of Foodservice Management Shinsung University)
  • 김지응 (전주대학교 문화관광대학 외식산업학과) ;
  • 박지양 (신성대학교 호텔조리제빵계열)
  • Received : 2011.10.19
  • Accepted : 2011.05.09
  • Published : 2012.06.30
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Abstract

This study was designed to provide practical environmental marketing data by measuring the effect of environmental marketing on customer loyalty and trust at coffee stores. The results were obtained by empirical analysis and are summarized as follows. The first hypothesis, the effect of environmental marketing on consumer trust at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on consumer trust. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust. Especially, facilities was the highest. The second hypothesis, the effect of environmental marketing on customer loyalty at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on customer loyalty. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on customer loyalty. Especially, facilities was the highest. The third hypothesis, the effect of consumer trust on customer loyalty at coffee stores, showed that consumer trust at coffee stores had a statistically significant positive effect on customer loyalty. Improvement of consumer trust by environmental marketing was an important factor in improving customer loyalty. As for these findings, price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust and loyalty. Consequently, these findings provide helpful information for coffee stores to plan environmental marketing strategies and establish direction, and they can be used for management activities.

Keywords

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