중국소비자의 커피전문점에 대한 선택요인 분석

• Published in: 무역연구 Vol. 11; no. 1; pp. 493 - 510
• Main Authors: 장맹(Meng Zhang), 김민숙(Min Sook Kim)
• Format: Journal Article
• Language: Korean
• Published: 한국무역연구원 28.02.2015; The Korea International Trade Research Institute
• Subjects: 무역학; Perceived Value; Customer Satisfaction; Brand Loyalty; Customer's Choice of Coffee Shops
• ISSN: 1738-8112; 2384-1958
• DOI: 10.16980/jitc.11.1.201502.493

The purpose of this study is to figure out the determinants on Chinese customers' brandloyalty in coffee shops. For this purpose, a questionnaire was used to collect quantitativedata from 120 Chinese customers of coffee shops. A regression analysis based on the datawas 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 thequality of products be improved, but there is also a need for coffee shops to provide the kindof service which suits the life-style of Chinese consumers. At the same time, it is also veryhelpful to leave a good impression and brand recall on the part of consumers. Therefore, theenvironment, convenience as well as interior decoration of coffee shops also have importantimplications. Second, customer satisfaction has a positive influence on brand loyalty. By patronizingcoffee shops and getting satisfaction from it, consumers’ willingness to be a repeat customeras well as propensity to recommend the coffee shop to others are more evident. improvementof consumer satisfaction would be an important means to keep loyal customers as well asstrengthen the brand competitiveness of coffee shops. KCI Citation Count: 7