중국소비자의 커피전문점에 대한 선택요인 분석

Customer's Choice of Coffee Shops in China : Determinants of Brand Loyalty

The purpose of this study is to figure out the determinants on Chinese customers' brand loyalty in coffee shops. For this purpose, a questionnaire was used to collect quantitative data from 120 Chinese customers of coffee shops. A regression analysis based on the data was performed. Major findings are two-fold. First, all independent variables(product quality, service quality and contextual experience) have positive effects on the customer's perceived value. This shows that not only should the quality of products be improved, but there is also a need for coffee shops to provide the kind of service which suits the life-style of Chinese consumers. At the same time, it is also very helpful to leave a good impression and brand recall on the part of consumers. Therefore, the environment, convenience as well as interior decoration of coffee shops also have important implications. Second, customer satisfaction has a positive influence on brand loyalty. By patronizing coffee shops and getting satisfaction from it, consumers' willingness to be a repeat customer as well as propensity to recommend the coffee shop to others are more evident. improvement of consumer satisfaction would be an important means to keep loyal customers as well as strengthen the brand competitiveness of coffee shops.