커피전문점 선택속성이 고객충성도에 미치는 영향 = Impacts of Choice Attributes on Customer Loyalty in the Coffee-Shop Restaurant

다국어 초록 (Multilingual Abstract)

The recent domestic market of coffee-shop restaurant is rapidly growing so that it is thought of even as a living and cultural space of enhancing our quality of life one step higher. This study examines the impacts of selected choice attributes on the customer loyalty in the coffee-shop restaurants. The data of 165 questionnaires were gathered from customers who had purchased and drunken coffee by visiting the coffee-shop restaurant in several central locations at Seoul, Korea. Results show that coffee taste, service quality and brand awareness among the attributes of coffee restaurant have significant effects on customer loyalty. The results also imply that if the coffee restaurant offers a good quality of service, it may easily improve their image by enhancing loyalty and satisfaction of customers. This study employ the demographic variables of the customer as a moderating variable to examine how the impacts of attributes to customer loyalty change according to different characteristics of customer demographics.

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