[논문]커피전문점의 문화 마케팅이 고객만족에 미치는 영향 : 제주도 카페를 중심으로

이진주; 왕채연; 현미희; 한상호

doi:10.21871/kjfm.2019.3.10.1.33

[국내논문] 커피전문점의 문화 마케팅이 고객만족에 미치는 영향 : 제주도 카페를 중심으로
The Effects of Cultural Marketing on Customer Satisfaction of Coffee Shops: Focused on Jeju Island Cafe 원문보기

프랜차이즈경영연구 = Korean journal of franchise management, v.10 no.1, 2019년, pp.33 - 42

이진주 (Department of Hotel & Restaurant Management, Cheju Halla University) , 왕채연 (Department of Hotel & Restaurant Management, Cheju Halla University) , 현미희 (Department of Hotel & Restaurant Management, Cheju Halla University) , 한상호 (Department of Hotel & Tourism Management, Youngsan University)

Abstract ▼ AI-Helper

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

주제어

표/그림 (7)

그림 Figure 1: Five Types of Cultural Marketing
그림 Figure 2: Hypothesized model
표 Table 1: Profiles of samples
표 Table 2: Factor analysis and reliability analysis on sub-factors of cultural marketing
표 Table 3: Analysis of the factors of brand image, service quality, customer satisfaction and reliability analysis
표 Table 4: Mean, standard deviation and correlations of the constructs
표 Table 5: Measurement model

참고문헌 (37)

An, S. Y., & Han, J. S. (2014). A study on the effects of hotel's culture marketing activity to corporate brand image and intent to relationship continuity - Moderating effects of philanthropy cognition on the corporate social responsibility. Korean Journal of Hospitality & Tourism, 23(5), 255-273.
Brady, M. K., & Cronin, J. J. Jr. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.

상세보기
Cho, H. (2012). The effects of service quality on shopping value and repatronage intention: The case of specialty coffee shops. Journal of Distribution Science, 10(4), 21-28.
Cronin, J. J. Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.

상세보기
Dann, G. M. (1996). Tourists' images of a destination-an alternative analysis. Journal of Travel & Tourism Marketing, 5(1-2), 41-55.

상세보기
Ha, D.-Y., & Kim, E.-J. (2013). The influence of a brand image on consumer's attitude and loyalty to the brand -in special reference to coffee houses. Journal of Korea Academia-Industrial Cooperation Society, 14(5), 2198-2206.

원문보기 상세보기
Han, S.-J. (2013). The relationship among culture marketing of coffee shop franchises, brand image and brand loyalty. GRI Review, 15(1), 157-183.
Hsieh, Y.-C., & Hiang, S.-T. (2004). A study of the impacts of service quality on relationship quality in search-experience-credence services. Total Quality Management & Business Excellence, 15(1), 43-58.

상세보기
Joo, S.-Y., & Kim, B.-Y. (2017). The effect of organizational mecenat interests on individual mecenat interests, participation, organizational trust, commitment, loyalty. Journal of the Korea Contents Association, 17(1), 145-156.

원문보기 상세보기
Ju, Y.-H., Lee, Y.-C., & Yang, H.-C. (2012). The impact of service quality of franchise coffee shop's on affective commitment and repurchase intentions. Journal of Franchise Management, 3(1), 46-72.
Keller, K. (2013). Strategic brand management: Global edition. London, England: Pearson Higher Ed.
Kim, B., Jun, J., & Han, S. (2018). The effects of non verbal communication of restaurant employees on customer emotion, customer satisfaction, customer trust, and revisit intention. Korean Journal of Franchise Management, 9(3), 45-55.
Kim, E., Park, H., & Han, S. (2014). The effects of self-congruity on functional congruity, brand attitude and behavioral intention in name-b rand coffee shops. Korean Journal of Franchise Management, 5(2), 5-23.
Kim, I.-S. (2010). A Study on the effects of service quality and relationship quality on service loyalty in the hotel industry: Moderating effects of switching barriers (Doctorial Degrees Thesis). Kyonggi University, Kyonggi-do.
Kim, J.-H., & Lee, H. (2011). The influences of experiential and environmental factors on perceived service quality, brand image and customer satisfaction. Korea Research Academy of Distribution and Management Review, 14(4), 29-52.

상세보기
Kim, K.-J. (2009). A study on the influence of service quality and relational benefit on satisfaction, switching barrier and repurchase intention in foodservice industry: A comparative study of high-loyalty vs. low-loyalty customers (Doctorial Degrees Thesis). Dong Eui University, Busan.
Kim, M., Lee, B., Hong, Y., Park, S., Yong, H., & Oh, J. (2005). Marketing in the cul-duck era. Seoul, Korea: Miraebook Publishing Co.
Kim, N. E. (2012). The study of the effect of brand identification on consumer-brand relationship and brand loyalty in coffee shop franchises: The moderating role of brand knowledge. Journal of Korea Service Management Society, 13(2), 145-172.
Kim, N. Y. (2012). The impact that cultural marketing of coffee shop affects the awareness and loyalty (Master's Thesis). Kyonggi University, Kyonggi-do.
Kim, S. H., & Ko, H. S. (1998). Differences between family restaurant visitor expectations of and satisfactions with service quality. Journal of Tourism Sciences, 22(1), 78-97.
Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
Kwon, S. H. (2003). A study on the device of culture marketing introduction for Korean companies (Master's Thesis). DanKook University, Seoul.
Lee, D., Kim, J., Park, O., & Lee, H. (2008). Cultural marketing strategies in the global age (6) - Role and necessity of cultural marketing. Marketing, 42(12), 31-37.
Lee, S. I. (2011). A study on the effect of food service industry's menu quality and brand image on value awareness and customer satisfaction ？ repurchase intentions - Focused on family restaurants (Doctorial Degrees Thesis). Kyung Hee University, Seoul.
Lee, S.-K. (2014). The effects of hotel brand image on service quality and customer satisfaction. Journal of the Korea Entertainment Industry Association, 8(3), 261-279.
Lewis, R., & Booms, B. (1983). Emerging aspect of service quality in emerging perspectives on services marketing. Chicago: American Marketing Association En, 100.
Min, G. (2017). Cooperative coffee and tea in jazz performance. joseilbo. Retrieved from http://www.joseilbo.com/news/htmls/2017/11/20171101338610.html
Noh, Y.-J., Ku, C.-H., & Kim, H.-B. (2006). A study on the importance and satisfaction factors of customer's choice to coffee stores. FoodService Industry Journal, 2(2), 31-45.
Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer. Armonk, NY: M. E. Sharpe Incorporated.
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Abingdon-on-Thames, England: Routledge.
Park, J.-H. (2018). A study on the canonical correlation between cultural marketing and brand equity of hotel companies: A five-star hotel in Seoul. International Journal of Tourism and Hospitality Research, 32(6), 137-150.

상세보기
Park, Y. (2013). Influence of coffee shop's culture marketing on brand image and repurchase intention. Journal of Tourism and Leisure Research, 25(2), 177-196.
Shim, S., & Min, D. (2013). The rise of "cultural marketing" and success strategy. Retrieved from http://www.seri.org/db/dbReptV.html?menudb02&pubkeydb20021030001
Shin, S.-H. (2004). The influence of culture marketing on corporate image, brand image and purchase intention (Master's Thesis). Inchon University, Inchon, Korea.
Song, S., Park, D., & Jeong, Y. (2014). An impact of the product attributes in the hotel food and beverage on brand preference, guest's satisfaction, and revisit intention.
Yang, Y., & Sung, C. (2001). Measurement of ppl advertising effect in a movie. Advertising Research (53), 135-154.
Yoo, H. (2017). Coffee is culture. Coffee shop turned into a theater/gallery. Bridgenews.

표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증