지역기반 커피전문점의 브랜드이미지가 고객만족 및 브랜드충성도에 미치는 영향

An Impact of Brand Image on the Customers’ Satisfaction and Brand Loyalty in Specialty Coffee Shop: Focused on Specialty Coffee Shops based in Busan

This study classified the coffee shop's brand image into three factors: merchandise, social orientation, and discrimination. In addition, the effect of the sub-factors of brand image on customer satisfaction and brand loyalty was verified. The population of this study was established as a franchise coffee shop based in the Busan area, and surveys were conducted on customers using these coffee shops. The survey period was from December 15, 2019 to December 30, 2019, and a total of 280 questionnaires were distributed to these coffee shops. The collected questionnaire was used for the statistics of 265 copies of the questionnaire except for 15 copies of the questionnaire except for those with many missing parts. Statistical analysis of the data was performed using SPSS 21.0 and AMOS 18.0. First, in this study, the relationship between the brand image of coffee shops and customer satisfaction was found to support the results presented in previous studies. As a result of analysis, it was found that product quality and discrimination among the sub-factors of the brand image were significant for customer satisfaction, but social orientation was not significant for customer satisfaction. Second, as a result of verifying the relationship between customer satisfaction attribute satisfaction, information satisfaction, overall satisfaction and brand loyalty, customer satisfaction has a significant positive (+) effect on brand loyalty.