커피전문점의 환경마케팅이 소비자 신뢰 및 충성도에 미치는 영향 = Effect of Environmental Marketing on Consumer Trust and Loyalty at Coffee Stores

다국어 초록 (Multilingual Abstract)

This study was designed to provide practical environmental marketing data by measuring the effect of environmental marketing on customer loyalty and trust at coffee stores. The results were obtained by empirical analysis and are summarized as follows. The first hypothesis, the effect of environmental marketing on consumer trust at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on consumer trust. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust. Especially, facilities was the highest. The second hypothesis, the effect of environmental marketing on customer loyalty at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on customer loyalty. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on customer loyalty. Especially, facilities was the highest. The third hypothesis, the effect of consumer trust on customer loyalty at coffee stores, showed that consumer trust at coffee stores had a statistically significant positive effect on customer loyalty. Improvement of consumer trust by environmental marketing was an important factor in improving customer loyalty. As for these findings, price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust and loyalty. Consequently, these findings provide helpful information for coffee stores to plan environmental marketing strategies and establish direction, and they can be used for management activities.

참고문헌 (Reference)

1 김성섭, "컨조인트 분석을 이용한 커피전문점의 선택속성분석 및 브랜드 자산가치 측정" 한국외식경영학회 9 (9): 49-69, 2006

2 정영우, "커피전문점의 포지셔닝 전략에 관한 연구" 한국호텔외식경영학회 15 (15): 269-289, 2006

3 김지응, "커피전문점의 관계특성요인이 신뢰, 몰입, 점포충성도에 미치는 영향" 한국식생활문화학회 26 (26): 159-169, 2011

4 현재천, "친환경 호텔 속성 지각 차이에 관한 연구 - 미국, 일본, 중국, 한국인 고객을 대상으로 -" 대한관광경영학회 26 (26): 513-534, 2011

5 김종기, "전자상거래 사용자의 신뢰에 영향을 미치는 정보보안위험 기반의 선행요인 연구" 한국경영정보학회 15 (15): 65-96, 2005

6 나정기, "외식사업의 이해" 백산출판사 270-271, 2003

7 강혜숙, "소비자지식수준과 항공권 유통경로 신뢰 및 위험지각간의 관계에 관한 연구" 한국유통경영학회 12 (12): 45-67, 2009

8 정유경, "소비자의 환경의식과 패스트푸드 기업의 환경마케팅에 대한 인식이 구매의도에 미치는 영향" 한국생활과학회 18 (18): 237-245, 2009

9 이형우, "강원도 향토음식의 메뉴 품질 만족도에 관한 연구" 한국조리학회 16 (16): 1-13, 2010

10 "http://www.istarbucks.co.kr/starbucks"

11 "chosun new paper. 2010.12.27"

12 "chosun new paper. 2010.12.01"

13 Oliver RJ, "Whence Consumer loyalty?" 63 (63): 33-43, 1999

14 Chow S, "Toward an Understanding of Loyalty: The Moderating Role of Tust" 9 (9): 1997

15 Elsonhart T., "There’s Gold in that Garbage" 20-21, 1990

16 Chaudhuri, A, "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty" 65 (65): 81-93, 2001

17 Stipanuk DM, "The U.S. Lodging Industry and the Environment" 35-50, 1996

18 Jung SH., "The Influence of Coffee Shop’s Relationship Characteristic Factors on Relationship Quality and Relationship Performance" Kyonggi University 2009

19 Lynch PD, "The Gobal Internet shopper: Evidence from shopping tasks in 12 Countries" 41 : 15-23, 2001

20 No HB., "The Effects of Green Marketing Orientation on the Performance" Konkuk University 2006

21 Gremler, DD., "The Effect of Satisfaction, Switching Costs, and Interpersonal Bonds on Service Loyalty" Arizona State University 1995

22 Schwarts J, "The Earth’s Best Friends" 13 : 26-35, 1991

23 Morgan RM, "The Commitment-Trust Theory of Relationship Markting" 58 : 1994

24 "Seoul Today. 2011.01.19"

25 "SERI. 68"

26 Van DV, "Measuring and Assessing Organization" 76-87, 1991

27 Berry LL, "Marketing service: competing through quality" The Free Press 1991

28 Kotler, P., "Marketing management, 10th ed" Prentice Hall International, Inc 2000

29 Iwanowski Kirk, "Introducing the Eco- Friendly Hotel" 34-39, 1994

30 Guagnano GA, "InFluences on attitudebehavior relationships-A natural experiment with curbside recycling" 27 (27): 699-718, 1995

31 Peattie K., "Green Marketing" Longman 11-, 1992

32 Menon Ajay, "Evolving Paradigm for Environmental Sensitivity in Marketing Programs: A Synthesis of Theory and Practice" 3-10, 1999

33 Henion KE., "Ecological Marketing" Grid Inc 12-, 1976

34 Ganesan S., "Determinants long-term orientation in buyerseller relationship" 5 : 1-19, 1994

35 Levin Gary, "Consumers Turning Green" JWT Survey 61 : 74-, 1990

36 Engel JF, "Consumer Behaver" Hotel, Rinehart & Winston 1982

37 Shostack GL, "Breaking Free from Product Marketing" 41 (41): 73-80, 1997

38 "Asia Business Daily 2010.05.18"

39 Doney P, "An Examination of the Nature of Trust in Buyer-Seller Relationships" 61 : 35-51, 1997

40 Kim YO, "A Study on the Choice Attributes and Customer Satisfaction of Take-out Coffee Shop" 9 (9): 152-154, 2003

41 Kim HG, "A Study on Selective Attributes of Bean Coffee Brand and Shop" Sejong University 2002

42 Cho HS, "A Study on College Student Consumers’ Use Behavior of Using On-campus Disposable Goods" Konkuk University 2002

43 Yoon SJ, "A Study of the Factors Determining the Purchase of Green Products" 17 : 84-, 2004