중국진출 외국계 프랜차이즈 커피전문점의 고객만족 및 브랜드충성도에 대한 영향요인분석

The Analysis on Factors Affecting for Customer Satisfaction and Brand Loyalty of Foreign-affiliated Franchise Coffee Houses in Chinese

The objective of this study is to examine the effects of the marketing 4Ps, store image and service quality towards customer satisfaction and brand loyalty. About 300 copies of questionnaires were distributed to three franchise coffee houses (Starbucks, Costa, UBC) in Beijing. For data analysis, various statistical techniques were used including frequency analysis, factor analysis (EFA, CFA), path analysis and ANOVA. Results of this study can be summarized as follows: First, there was no direct impact of product localization on customer satisfaction and brand loyalty. Second, price localization did not have impact on the customer satisfaction, but it has a direct impact on the brand loyalty. Third, promotion localization, distribution localization and shop impression have no direct impact on brand loyalty while the customer satisfaction has shown certain impact on the brand loyalty. Fourth, service quality has shown significant impact on customer satisfaction and brand loyalty. Fifth, at the marketing localization point of view, there were no obvious differences found with the three brands. However, differences exist in terms of store impression and service quality. Finally, this research gives us some meaningful implications and information on how foreign franchise coffee houses can enter the Chinese market, and how franchised coffee chains could improve customer satisfaction and brand loyalty.