커피전문점 이용 소비자의 경험적 가치가 브랜드 이미지와 재방문의도에 미치는 영향


The Effect of Coffee Shop Customer's Experiential Value on Brand Image and Revisit Intention

이상재, 박진영

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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.


Ⅰ. 서론
Ⅱ. 이론적 배경
1. 커피 전문점
2. 경험적 가치
3. 브랜드 이미지
4. 재방문의도
Ⅲ. 연구설계
1. 연구모형
2. 가설설정
3. 변수의 조작적 정의 및 설문지 구성
4. 조사설계 및 분석방법
Ⅳ. 성과분석
1. 조사대상자의 일반적 특성
2. 측정항목의 신뢰성 및 타당성 검증
3. 가설검증
Ⅴ. 결론


  • 이상재 Sangjae Lee. 경주대학교 호텔경영학과 조교수
  • 박진영 Jinyoung Park. 경주대학교 호텔경영학과 겸임교수


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