This study examined green practice, green image, emotion attachment and customer loyalty of Starbucks through a survey on the Korean and Chinese college students. The data were collected to illustrate the effect of green practice on loyalty. The moderating effect of PCE on the relationship between g...
This study examined green practice, green image, emotion attachment and customer loyalty of Starbucks through a survey on the Korean and Chinese college students. The data were collected to illustrate the effect of green practice on loyalty. The moderating effect of PCE on the relationship between green image and emotion attachment was also examined to verify the different green practice between groups at both low PCE and high PCE level. In addition, investigations were made on monthly allowance, evaluation of Starbucks shops and the main purpose of the visit. A comparison was made between the Korean college students and the Chinese college students aimed to give some suggestions to the coffee shop operators.
A survey was conducted among Korean and Chinese college students from November 9, 2017 to November 21, 2017. 187 questionnaires collected from Korean college students and 215 questionnaires collected from Chinese college students, totally 402 copies used in the analysis.
Results of the study are as follows.
First, the study profiled the general characteristics of the respondents. For Korean participants, males(56.1%) are slightly more than females(43.9%). For Chinese participants, males(33%) are significantly less than females(67%). Most Korean college student's monthly allowance is in the range 290,000 to 400,000, and most Chinese college student's monthly allowance is in the range 1000 to 1500 RMB. The result of the evaluation of Starbucks stores shows that Chinese college students group perceived higher degree on communication with employees than Korean college students group, and the other questionnaire items showed similar level. For asking the main purpose of visit Starbucks, the 32.6% of Korean college students answered for coffee and only 8% answered for drink, 25.6% of Chinese college students answered for coffee and 21.9% answered for drink.
Second, a T-test conducted among Korean and Chinese students. The result shows that level of green practice, green image, emotion attachment and loyalty among the Chinese group is higher than that among the Korean group.
Third, the test of hypothesis that the perceived customer level of Starbucks green practice affect Starbucks green image shows that green practices are positively related to green image. The test of hypothesis that the perceived customer level of Starbucks green image affect emotion attachment to Starbucks shows that green image are positively related to emotion attachment. The test of hypothesis that emotion attachment to Starbucks affect Starbucks loyalty shows that emotion attachment are positively related to loyalty. These result apply to both Korean and Chinese college sample.
Fourth, the moderating effect of perceived customer effectiveness on the relationship between green image and emotion attachment is failed. Parallelism test shows that the path from green image to emotion attachment did not differ between high PCE group and low PCE group.
These results imply that green practice of the coffee shop not only complies with various environmental regulations stipulated by the state but also promotes the customer’s awareness of green practice in the coffee shop, which enhances emotion attachment, and hence a higher level of loyalty. These results apply to both Korean and Chinese coffee shops. The failure of PCE’s moderating effect shows that when green image rises, there is no extra emotion bond presented in the higher PCE group.
In China, the diversity of menus and the development of new menus play a key role in the dominance of the market. The price of coffee should be adapted to the lower consumption level of the Chinese college students. The data show that the level of green practice, green image, emotion attachment and loyalty among the Chinese group is higher than that among the Korean group on a whole, and the difference is significant, which shows that the effect of green practice in China is bigger.
This study examined green practice, green image, emotion attachment and customer loyalty of Starbucks through a survey on the Korean and Chinese college students. The data were collected to illustrate the effect of green practice on loyalty. The moderating effect of PCE on the relationship between green image and emotion attachment was also examined to verify the different green practice between groups at both low PCE and high PCE level. In addition, investigations were made on monthly allowance, evaluation of Starbucks shops and the main purpose of the visit. A comparison was made between the Korean college students and the Chinese college students aimed to give some suggestions to the coffee shop operators.
A survey was conducted among Korean and Chinese college students from November 9, 2017 to November 21, 2017. 187 questionnaires collected from Korean college students and 215 questionnaires collected from Chinese college students, totally 402 copies used in the analysis.
Results of the study are as follows.
First, the study profiled the general characteristics of the respondents. For Korean participants, males(56.1%) are slightly more than females(43.9%). For Chinese participants, males(33%) are significantly less than females(67%). Most Korean college student's monthly allowance is in the range 290,000 to 400,000, and most Chinese college student's monthly allowance is in the range 1000 to 1500 RMB. The result of the evaluation of Starbucks stores shows that Chinese college students group perceived higher degree on communication with employees than Korean college students group, and the other questionnaire items showed similar level. For asking the main purpose of visit Starbucks, the 32.6% of Korean college students answered for coffee and only 8% answered for drink, 25.6% of Chinese college students answered for coffee and 21.9% answered for drink.
Second, a T-test conducted among Korean and Chinese students. The result shows that level of green practice, green image, emotion attachment and loyalty among the Chinese group is higher than that among the Korean group.
Third, the test of hypothesis that the perceived customer level of Starbucks green practice affect Starbucks green image shows that green practices are positively related to green image. The test of hypothesis that the perceived customer level of Starbucks green image affect emotion attachment to Starbucks shows that green image are positively related to emotion attachment. The test of hypothesis that emotion attachment to Starbucks affect Starbucks loyalty shows that emotion attachment are positively related to loyalty. These result apply to both Korean and Chinese college sample.
Fourth, the moderating effect of perceived customer effectiveness on the relationship between green image and emotion attachment is failed. Parallelism test shows that the path from green image to emotion attachment did not differ between high PCE group and low PCE group.
These results imply that green practice of the coffee shop not only complies with various environmental regulations stipulated by the state but also promotes the customer’s awareness of green practice in the coffee shop, which enhances emotion attachment, and hence a higher level of loyalty. These results apply to both Korean and Chinese coffee shops. The failure of PCE’s moderating effect shows that when green image rises, there is no extra emotion bond presented in the higher PCE group.
In China, the diversity of menus and the development of new menus play a key role in the dominance of the market. The price of coffee should be adapted to the lower consumption level of the Chinese college students. The data show that the level of green practice, green image, emotion attachment and loyalty among the Chinese group is higher than that among the Korean group on a whole, and the difference is significant, which shows that the effect of green practice in China is bigger.
주제어
#Green practice green image emotion attachment customer loyalty perceived customer effectiveness
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