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The Influence of Marketing Linkage to the Performance of a Coffee Company on the Satisfaction and Intention of Purchasing Companies

커피 기업의 공연 연계 마케팅이 구매기업의 만족도와 구매의도에 미치는 영향

  • Xia, Zhu Qing (Department of Foodservice and Culinary Management, Kyonggi University) ;
  • Min, Ji Eun (Department of Foodservice and Culinary Management, Kyonggi University)
  • 시아주칭 (경기대학교 외식조리관리학과) ;
  • 민지은 (경기대학교 외식조리관리학과)
  • Received : 2019.04.29
  • Accepted : 2019.08.26
  • Published : 2019.10.31

Abstract

The purpose of this study is to identify the impact of the performance-linked marketing of food companies on the satisfaction and willingness of the companies that purchase products. To achieve the purpose of this study, a survey was conducted on consumers who were using domestic coffee franchises. A total of 300 questionnaires were distributed, and only 291 were finally used for analysis, except for eight ones that were not sincere or valid. Performance-linked marketing consisted of promotional factors, support factors, production factors, and mouth-to-mouth factors, and the purchasing company's satisfaction and willingness to purchase products consisted of a single factor. A linear regression analysis was performed using SPSS version 20.0 to verify the hypothesis. The research results show that (1) marketing linked to the performance by coffee shops has a significant impact on consumers' willingness to purchase. (2) The marketing performance for coffee shops has a significant positive impact on the satisfaction of the purchasing company. (3) The consumer's intention to purchase has a significant positive effect on the purchaser's satisfaction. These findings confirm the importance of concert-linked marketing in the differentiated marketing by restaurant businesses.

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