커피 품질, 가격 공정성, 물리적 환경, 로열티 프로그램이 브랜드 충성도에 미치는 영향 = The Effects of Coffee Quality, Price Fairness, Physical Environment, and Loyalty Program on Brand Loyalty

다국어 초록 (Multilingual Abstract)

Objective:The purpose of this study is to identify the factors influencing customer satisfaction and brand loyalty in the context of coffee shop usage. Methods:This study analyzed data using partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses, and reliability and validity were rigorously assessed. Results:The results indicate that coffee quality has a positive effect on both customer satisfaction and brand loyalty, whereas price fairness does not show a significant effect on either outcome. The quality of the physical environment significantly influences customer satisfaction but does not directly affect on brand loyalty. Loyalty programs do not affect customer satisfaction but exert a positive influence on brand loyalty. In addition, customer satisfaction is identified as a key mediating factor that strengthens brand loyalty. Implications:This study highlights the importance of managing product quality and designing the in-store environment to enhance customer satisfaction and brand loyalty in the coffee industry. This study also suggests that loyalty programs should be strategically utilized to foster long-term customer relationships.