커피전문점의 브랜드 인지도, 이미지, 충성도 간의 관계에 대한 연구

Abstract

This study explored the relationship of coffee houses brand recognition, image and loyalty. It has been 12 years since starbucks starts its opearations in korea. Since Starbucks, which found a blue ocean in the global coffee market by bringing a new paradigm, opened its first store in korea in front of Ewha Women's University in 1999, a large number of coffee brands have been created in Korea. As the market is so saturated that now it seems almost impossible to successfully introduce a new coffee franchise brand. Consumer needs are constantly changing and consumers try to express their personalities through brands. For the statistical analysis, SPSS ver 12.0 was used for variance analysis and regression analysis, after data coding. The survey was based on the first half of 2011 coffee house market and picked top five coffee houses from the chart with people in 20s～50s men and women living in jeju. As a result, the following conclusion were made. Firstly, the brand of coffee house has a significant positive in influence on brand image satisfaction. According to the research, the brand awareness of coffee house relationship. In the saturated domestic coffee market, making use of brand image and strengthening it to get a competitive edge must be the most important concerns for coffee houses. Secondly, the brand image of coffee house has a significant positive influence product satisfaction. The distinction, usefulness and favor proved to have to have a significant influence on product satisfaction. The hypothesis 3 was partially accepted. Among the reasons of visiting coffee houses, social purpose-meeting one's friends or boyfriend/girlfriend was bigger than simply drinking coffee itself. This result well reflects the fact that not only the taste of coffee but also some factors such as price, various menu, accessible location and comfortable atmosphere should be taken into account. Through the study, the brand image factors of coffee houses proved to have different influences on behavioral loyalty and attitudinal loyalty. Therefore this is thought to be a very meaningful result in that it enables to identify which brand image factors should be strengthened to build not only behavioral loyalty but also attitudinal loyalty which is deeply related with the corporate's brand image. Therefore, there should be more reserch and effort of brand awareness and brand image and lpyalty to hold a dominant position in the firece competition of coffee house industry.