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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.23 no.5 = no.88, 2017년, pp.48 - 57
권기완 (서영대학교 호텔조리학부) , 최익준 (세종대학교 조리외식경영학과) , 김경은 (세종대학교 조리외식경영학과)
This study aims to analyze the relationships among brand value, brand trust, and brand loyalty of dessert cafes and to verify the mediating effect of brand trust in the relationship between brand value and loyalty. This study targeted eight dessert cafes located in Seoul, and a survey with customers...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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디저트란 무엇인가? | 디저트란 식사 후 입맛과 분위기를 정리해 주는 목적으로 제공되는 음식으로 서양요리 후식을 뜻한다(Kim, 2015). 최근 외식문화의 변화로 인해 식후는 물론 식전에도 먹는 음식의 가벼운 디저트로 정의가 변화되고 있으며, 메뉴의 구성도 점차 다양해지고 전문화 되고 있다(Kim & Nam, 2015). | |
국내 대형 커피 프랜차이즈 업체들이 디저트 카페 시장에 진입하는 이유는 무엇인가? | 7%를 차지할 정도의 높은 성장세를 보이고 있으며, 향후 고품질과 단일품목 전문점으로 시장이 더욱 다양화 및 세분화 현상을 보일 것이라고 제시하였다(Lee,2016, Nov 14). 이렇듯 디저트 카페는 기존 카페에 비해 안정성과 수익성이 뛰어나 유망 아이템으로 주목을 받고 있으며, 커피전문점에 비해 경쟁업체가 많지 않고, 높은 단가로 고수익이 가능하다는 장점을 가지고 있다(Lim & Yang, 2016). 이러한 장점으로 인해 국내 대형 커피 프랜차이즈 업체들까지 신규 디저트 브랜드를 개발하여 시장에 진입함으로 그 규모는 더욱 늘어날 것으로 전망하고 있다(Kim & Nam, 2015). | |
브랜드 충성도란 무엇인가? | 브랜드 충성도란 고객이 선호하는 상품이나 서비스를 지속적으로 이용하게 만드는 브랜드에 대한 몰입의 정도로 동일한 브랜드를 재 구매하는 행동경향과 호의적 태도라고 정의하였다(Kim & Kim, 2016; Oliver, 1999). 이러한 브랜드 충성도는 브랜드에 대한 소비경험을 통해 만족감을 느낄 때 강화되며, 높은 브랜드 충성도를 가진다는 것은 보다 높은 구매가능성을 갖는 것으로 기업의 입장에서 장기적인 수익창출에 도움을 주는 중요한 요인이다(Kang & Moon, 2016). |
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