커피전문점의 로하스 이미지가 서비스 품질, 브랜드 충성도에 미치는 영향 연구 = The effects of Coffee shop’s LOHAS Image on Service Quality and Customer Brand Loyalty: Moderated effects of Brand Awareness and Foodservice Involvement

다국어 초록 (Multilingual Abstract)

The purpose of this study was to LOHAS images from coffee shops and the relationship between service quality and brand loyalty, brand awareness and involvement variables analyzed by eating the fierce competition in the market, coffee shops LOHAS was to present the importance of the image.
Over the last 10 years has been steadily growing domestic market for coffee shops. From 1999 to 2011 the average annual growth rate of the coffee shop market was 21.6% and the market is expected to continue growing for a while. The market competition is also expected to intensify. In these market conditions, product differentiation is not as effective as brand differentiation, which indicates it is critical to build a strong brand.
As a result, it is indicated that the image of LOHAS of coffee shops has a positive effect on service quality and brand loyalty. In addition, the group of high awareness and involvement of brand was less affected by the LOHAS image, service quality and loyalty, while the low group was more affected by them. Therefore, the LOHAS image is required to differentiate coffee shops and marketing strategies may be considered on this matter.
This study targeted only coffee shops and it is difficult to generalize for the Foodservice industry. Thus, more research after refining the industry will be useful in the future.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구 설계
• Ⅳ. 분석 결과
• Ⅴ. 결론
• 참고문헌