고객기반 브랜드 자산과 지각된 가치가 고객만족 및 행동의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

Nowadays, the importance of brand is being magnified. And the desire of the customers about brand is increasing. Accordingly, many companies are now trying to improve their brand and make profit through marketing by customer based brand equity(CBBE). In this study, aims to conduct theoretical to conduct theoretical consideration over coffee shop and its components; to derive its customer-based brand equity factors; and to determine the relations between customer-based brand equity derived here and perceived value, customer satisfaction and behavioral intention. Demographics of respondents and the variance analysis on types of using coffee shops were used to suggest theoretical and practical implications. For an empirical analysis a questionnaire survey was performed with the students of K university located in Seoul and A university located in Gyunggi Province for some 2 weeks from August 15 to 31, 2011. A total of 600 copies out of 700 handed out were used as valid samples for frequency, reliability, confirmatory factors, variance and structural mode analysis using SPSS 18.0 and AMOS 7. Further, with an exploratory factor analysis, the customer- based brand equity of coffee shop were derived in terms of 4 dimensions such as brand awareness, brand image, brand association, and perceived quality. These factor constructs derived underwent a confirmatory factor analysis, through which the convergent and discriminant validity of constructs were determined. To verify the affects relations between the constructs refined through factor analysis, a structural equation model was applied. The goodness- of- fit indices of the overall structural model were x2 = 1468.739, df=398, GFI=.828, AGFI=.816, RMR=.036, NFI=.982, RMSEA=.038, CFI=.906, Normed- x2 =2.184. Following the validation of hypotheses first, in view of the effects of customer- based brand equity on customer satisfaction, brand awareness and brand image had statistically significant influence on the customer satisfaction factor. Second, among 4 customer- based brand equity factors, the behavioral intentions were influenced by brand awareness, bran image, and perceive quality, which value was statistically significant. Third, perceive value was found to have positive effects on the customer satisfaction, whereas the hypothesis that perceived value would have partially positive influence on behavioral intentions, which value was statistically significant. Namely only transaction value was found to have influence on behavioral intentions. Forth, customer satisfaction was found to have significant influence on behavioral intentions. The present study investigated customer-based brand equity of coffee shop and extended the scope of studies on relevant customer-based brand equity specifically by deriving 4 factors, that rs, brand awareness, brand image, brand association, and perceived quality. the point of conduction this study lies in suggesting measures for customer based brand equity of coffee shop. Further, practical implications of this study include these. By presenting specific customer-based brand equity of factors around coffee shop in favor of differentiated competitive edge, necessary based for efficient development and management over these attributes were provided for coffee shop brand operators in practice. Despite such practical implications, this study has a few implications, based on which future studies might develop in the following ways. First this study focused only university students, which restricts generalization of finding presented here. Thus, to generalized the finding reported here, study sample need extending to other people for more reliable verification of finding. Lastly, the present study took customer-based perspectives in relation to brand equity, but further studies are a must in that valuation on brand equity is likely to satisfy the staff whose performance leads directly to customer satisfaction, which in turn affects behavioral intentions.

목차 (Table of Contents)

• 제1장 서론
• 제1절 문제제기
• 1. 문제제기
• 2. 연구목적
• 제2절 연구방법 및 연구구성
• 1. 연구방법 및 연구범위
• 2. 연구구성
• 제2장 이론적 배경
• 제1절 커피전문점
• 1. 커피전문점의 정의
• 2. 커피전문점의 현황
• 제2절 브랜드와 브랜드 자산
• 1. 브랜드의 개념
• 2. 브랜드 자산
• 3. 고객기반 브랜드 자산
• 4. 브랜드 자산의 구성요소
• 제3절 지각된 가치
• 1. 지각된 가치의 개념
• 2. 지각된 가치 측정의 선행연구
• 제4절 고객만족
• 1. 고객만족의 개념
• 2. 고객만족의 선행연구
• 제5절 행동의도
• 1. 고객 재방문의 개념
• 2. 고객 재방문의 선행연 구
• 3. 긍정적 구전 커뮤니케이션
• 제3장 연구설계
• 제1절 연구모형 및 가설설정
• 1. 연구모형
• 2. 가설설정
• 제2절 변수의 조작적 정의 및 설문지 구성
• 1. 변수의 조작적 정의
• 2. 설문지 구성
• 제3절 조사설계
• 1. 연구대상
• 2. 분석방법
• 제4장 실증분석
• 제1절 표본의 일반적 사항
• 1. 표본의 인구통계학적 특성
• 2. 표본의 커피전문점 이용 행태
• 제2절 가설검증을 위한 예비분석
• 1. 신뢰도 분석
• 2. 탐색적 요인분석
• 제3절 가설검증
• 1. 확인적 요인분석
• 2. 구조모형분석
• 3. 가설검증
• 4. 가설검증의 요약
• 제4절 추가분석
• 1. 인구통계학적 사항에 따른 차이분석
• 2. 커피전문점 브랜드 이용 행태에 따른 차이분석
• 제5장 결론
• 제1절 연구요약 및 시사점
• 1. 연구요약
• 2. 시사점
• 제2절 연구의 한계 및 향후 연구과제
• 참고문헌
• 부록 : 설문지
• ABSTRACT