커피전문점에서의 고객 만족, 고객 몰입, 관계 성과에 관한 연구

다국어 초록 (Multilingual Abstract)

This study identified the causal relationships among customer satisfaction, consumer commitment, and relational outcomes(i.e., positive word-of-mouth intentions and increased customer share) in coffee houses. The results showed that satisfaction had positive impacts on consumer commitment(γ=0.40, t=5.44, p<0.001), positive WOM intentions(γ=0.49, t=7.47, p<0.001), and increased customer share(γ=0.52, t=7.49, p<0.001). Consumer commitment also had positive impacts on positive WOM intentions(β=0.41, t=6.52, p<0.001) and increased customer share(β=0.26, t=3.97, p<0.001). Considering the direct effects only, satisfaction had the largest impact on increased customer share while consumer commitment did on positive WOM intentions. In addition, the direct effects of satisfaction on relational outcomes were greater than those of consumer commitment. In terms of the total effects, however, relational outcomes were maximized when we combined the direct effects of satisfaction and the indirect effects of satisfaction through consumer commitment. This result supported that consumer commitment played a partial mediating role between satisfaction and relational outcomes. Furthermore, it implied that coffee houses would take full advantage of relational outcomes when they made their customers satisfied and committed to the relationship.

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