초록 열기/닫기 버튼
The purpose of this study was to find out what consumers choose for franchise coffee shops, to find out that the experience value of consumption significantly affects satisfaction, and to suggest that they can use them in future management strategies of franchise coffee shops. The academic implications of this study are as follows: First, among the selection attributes previously studied, communication skills at franchise coffee shops were analyzed to have a significant impact on the value of attitude experience. Second, the reliability of franchise coffee shops showed to have a significant impact on the value of experience, such as benefits, attitudes, and image associations. Third, professionalism in franchise coffee shops had a significant impact on the value of benefit experience and image experience, but the value of attitude experience had no significant impact. Fourth, it showed that typology had a significant impact on the value of image experience in franchise coffee shops. The practical implications of this paper could enhance the brand's status by positively influencing the value of consumers' image experience and by securing expertise and tangibilities that affect loyalty based on consumer belief.
