Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The Analysis of Structural Relation among Culture Marketing, Brand Image, Customer Satisfaction and Intention to Revisit in Coffee Franchises

프랜차이즈 커피전문점의 문화마케팅과 브랜드 이미지와 고객 만족 및 재방문 의도 간의 구조적 관계 분석

  • Kim, Jong-Im (Department of Business Administration, Kyungnam University)
  • Received : 2018.12.11
  • Accepted : 2019.03.08
  • Published : 2019.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

Franchise coffee shops have continued to attempt to differentiate themselves using cultural arts to engage with changes in consumer awareness and lifestyle. This empirical study was conducted to analyze structural relations between cultural marketing and brand image, customer satisfaction, and intention to revisit for franchised coffee shops. 322 customers at S Coffee Shop (a franchised coffee shop in Daegu) were surveyed, and collected data were subjected to frequency, descriptive, reliability, correlation, and covariance structural analysis using SPSS software. We found that culture marketing significantly improved brand image and customer satisfaction, and thus, significantly influenced intention to revisit. The study shows culture marketing activities improve brand image and increase customer satisfaction and the likelihood of revisiting.

최근 소비자들의 인식 및 라이프스타일의 변화 등 문화예술을 통해 친숙하고 전략적으로 차별화를 시도하려는 프랜차이즈 커피전문점의 노력들과 관심이 지속적으로 증가하고 있다. 본 연구는 프랜차이즈 커피전문점을 이용하는 고객을 대상으로 문화마케팅, 브랜드 이미지와 고객 만족 및 재방문 의도 간의 구조적 관계를 분석하는데 목적을 둔 실증적 조사연구이다. 본 연구의 목적과 연구가설을 해결하기 위해 대구지역 프랜차이즈 S 커피전문점을 이용하는 고객 322명을 연구 대상으로 선정하여 설문조사를 수행하였다. 수집된 설문 자료는 SPSS 프로그램을 이용하여 빈도분석과 기술통계, 신뢰도 분석, 상관관계 및 공분산구조분석을 실시하였다. 분석을 통해 나타난 본 연구의 결론을 제시하면 다음과 같다. 첫째, 프랜차이즈 커피전문점의 문화마케팅 활동이 브랜드 이미지 향상에 유의한 영향을 미치는 것으로 나타났다. 둘째, 문화마케팅 활동이 고객 만족에 유의한 영향을 미치는 것으로 나타났다. 셋째, 프랜차이즈 커피전문점의 문화마케팅 활동이 브랜드 이미지 제고와 고객 만족도 향상을 통해 고객의 재방문 의도에 유의한 영향을 미치는 것으로 나타나 가설을 모두 채택되었다. 따라서 프랜차이즈 커피전문점의 고객 만족과 재방문 의도를 높이기 위해서는 다양한 문화적 마케팅 활동을 통한 브랜드 이미지를 제고할 수 있는 방안을 적극적으로 추진해야 하 할 것이다.

Keywords

SHGSCZ_2019_v20n3_139_f0001.png 이미지

Fig. 1. Research Model

SHGSCZ_2019_v20n3_139_f0002.png 이미지

Fig. 2. The analysis result of structural model

Table 1. The demographic characteristics Variables

SHGSCZ_2019_v20n3_139_t0001.png 이미지

Table 2. Variables correlations

SHGSCZ_2019_v20n3_139_t0002.png 이미지

Table 3. Fit index of structural model

SHGSCZ_2019_v20n3_139_t0003.png 이미지

Table 4. The analysis result of structural model

SHGSCZ_2019_v20n3_139_t0004.png 이미지

Table 5. Summary of hypothesis test

SHGSCZ_2019_v20n3_139_t0005.png 이미지

References

  1. S. M. Sim, "Culture marketing emergence and success strategy", Seoul: Samsung Economic Research Institute, 2002.
  2. C. W. Kwak, "The effect of tour business companie's culture marketing to the corporate image, brand equity and relationship-persistence intentions - focusing on the airlines and travel agencies", Unpublished Doctor's thesis, Kyonggi University, 2013.
  3. S. M. Park, "The effect of airline cultural marketing on corporate image, brand equity, and relation continuing intention", Unpublished Doctor's thesis, Tongmyong University, 2017.
  4. M. K. Lee, "The structural relationships among culture marketing, brand equity, and relationship-persistence intention - Focusing on K alines", The Korean Entertainment Industry Association, Vol.5, pp. 55-65, 2016. https://doi.org/10.21184/jkeia.2016.06.10.3.55
  5. N. J. Ghim, "A study on the relationship between corporate cultural marketing and customer royalty", Unpublished Doctor's thesis, Chung-ang University, 2015.
  6. K. T. Park, J. O. Baek, "The effect of cultural marketing on brand equity and relationship continuity intention: focusing on coffee shops", International Journal of Tourism and Hospitality Research, Vol.32, No.5, pp. 65-77, 2018. https://doi.org/10.21298/ijthr.2018.05.32.5.65
  7. R. G. Hwang, E. H. Kim, "The influence of corporate confidence and purchasing intention by culture marketing", Journal of the Korea Entertainment Industry Association, Vol.12, No.1, pp. 329-342, 2018. DOI: http://dx.doi.org/10.21184/jkeia.2018.1.12.1.329
  8. R. G. Hwang, "A study on influence of corporation image by cultural marketing types", Journal of Arts Management and Policy, Vol.27, pp. 5-25, 2013.
  9. S. S. Jeong, J. B. Park, "Influence of corporate cultural event on the formation of brand equity", Journal of Academic Society of Event & Convention, Vol.5, No.1, pp. 19-34, 2009.
  10. Y. H. Jin, J. W. Ryu, "The effect of service quality of coffee through mediating customer satisfaction on revisit intentions - focused on college students who have used coffee houses", Journal of Foodservice Management, Vol.15, No.4, pp. 321-342, 2012.
  11. C. H. Lee, "The influence of coffee shops' brand benefits on brand image, brand trust, and purchase behaviors - focusing on ppl ads in tv dramas", Unpublished Doctor's thesis, Kyonggi University, 2016.
  12. S. Y. Cho, "Impacts of culture marketing of coffee-specialized shops on the company image & consumer-company Identification and brand equity", Unpublished Doctor's thesis, Sungshin Women's University, 2010.
  13. S. J. Han, "The relationship among culture marketing of coffee shop franchises, brand image and brand loyalty", Gyeonggi Research Institute Review, Vol.15, No.1, pp. 157-183, 2013.
  14. F. F. Reichheld, W. E. Sasser, "Zero defections: quality comes to services", Harvard Business Review, Vol.68, pp. 105-111, 1990.
  15. C. W. Lee, M. A. Lee, "A study on the effects of Service quality's perceptional difference based on cultural capital on satisfaction of dining-out customer", Journal of Foodservice Management Society of Korea, Vol.17, No.1, pp. 237-265, 2014.
  16. I. K. Han, "The effects of culture marketing strategies on customer satisfaction and loyalty in food service industry according to brand attitude", Unpublished Doctor's thesis, Kyonggi University, 2012.
  17. B. G. Park, "Study on structural relations among five-star hotel customer's cultural capital, brand identification, perceived value, customer satisfaction and long-term orientation", Unpublished Doctor's thesis, Honam University, 2015.
  18. H. C. Lim, "A study on the effect of eating-out bakery brand image on the re-visit intention", Korean Journal of Tourism Research, Vol.21, No.3, pp. 189-207, 2006.
  19. T. H. Choi, J. H. Jun, "The effect of the brand image on customer satisfaction & revisit intention in foodservice industry", Journal of Foodservice Management Society of Korea, Vol.10, No.4, pp. 151-172, 2007.
  20. M. J. Bitner, "Evaluating service encounters: the effects of physical surroundings and employee responses," Journal of Marketing, Vol.54, No.2, pp. 69-82, 1990. DOI: http://dx.doi.org/10.1177/002224299005400206
  21. H. S. Kim, Y. S. Kim, "Effects wine bar's brand image on guest satisfaction, loyalty, revisit Intention", Journal of the Korea Contents Association, Vol.10, No.2, pp. 433-443, 2010. DOI: http://dx.doi.org/10.5392/JKCA.2010.10.2.433
  22. S. H. Lee, J. H. Lee, S. K. Kim, "Chain hotel brand image, customer satisfaction and revisit Intention in daegu, korea", Journal of Tourism Management Research, Vol.20, No.6, pp. 371-391, 2016. https://doi.org/10.18604/tmro.2016.20.6.18.
  23. Y. S. Kim, "The effect of the consumer hygienic awareness and perceived risk on the brand image, customer satisfaction, customer confidence and repurchase intention: focused on the moderating effect of the coffee shop types", Unpublished Doctor's thesis, Hoseo University, 2014.
  24. C. O. Sin, "A study on the Influence of restaurant factors on customer satisfaction, store trust, and intention to visit: focusing on korean restaurants", Unpublished Doctor's thesis, Daejeon University, 2018.
  25. W. H. Son, K. Y. Chung, Y. Y. Ahn, "Corporate philanthropy influencing corporate image and revisit intention in the casino corporation: focusing on the comparison of promotion types", Korean Journal of Hospitality & Tourism, Vol.25, No.3, pp. 133-153, 2016.
  26. H. S. Lee, J. H. Lim, "Structural equation modeling with amos 24", Seoul: JHJbook, 2017.
  27. B. G. Cha, K. W. Cha, "The methodology of social science", Seoul: Seoul National University, 2013.