• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.5
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• pp.163-175
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• 2017

The purpose of this study is to find out how to improve the brand image and loyalty of cafe by recognizing that social culture of middle school cafe, which is an important service quality in cafe establishment, emerges as a main characteristic of new coffee business. First, reliability, confidentness, professionalism, accessibility, and socio - culturality of the service quality of coffee specialty shops improve brand image. Confidence and professionalism play an important role in enhancing brand loyalty, and brand image has a significant effect on brand loyalty. Respectively, Among the service quality, social culture has a strong influence on brand image but it is not a direct influence on brand loyalty. Second, in the relationship between brand loyalty of coffee service quality, brand image shows full mediation effect on reliability, partial mediation effect on confidence, professionalism, accessibility, socialcultural property, and mediation effect on response and empathy. Third, as a result of analyzing the moderating effects of coffee shop types on the relationship between service quality and brand image of coffee specialty shops, reliability, confidentiality, and accessibility are positive factors in the nationwide franchise. On the other hand, in the private $caf{\acute{e}}$, professionalism and socio-culturality are the main factors for improving the brand image. In the case of the local franchise, similar to the franchise in the country, the improvement of service quality for responsiveness and professionalism is a positive factor Respectively. As a result, nationwide franchise $caf{\acute{e}}s$ have priority in enhancing brand image and brand loyalty through accessibility and assurance of service quality. On the other hand, in case of local franchise $caf{\acute{e}}$, it can be seen that the service quality is enhanced and the brand image and brand loyalty can be further improved through service professionalism and accessibility. On the other hand, regional cafes are more important than national franchises or local franchise cafes, and a strategy to enhance customer loyalty is needed through service strategies emphasizing socio - cultural aspects.

• Culinary science and hospitality research
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• v.20 no.3
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• pp.171-185
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• 2014

This research investigates the causal relationships between the selection attributes of coffee shops and customer value and revisit intention. To do this, the statistics programs SPSS 18.0 and AMOS 18.0 were used targeting 218 college students from three universities (K, D, Y) in the Busan area. Frequency analysis, explanatory factor analysis, confirmatory factor analysis, correlation analysis, and structure model analysis for hypothesis verification were conducted to analyze the data. Based on the results of exploratory factor analysis, five factors were drawn as quality of coffee, indoor environment, service, discount, and brand. Model fidelity and validity was confirmed by implementing the confirmatory factor analysis. In addition, results of structure model analysis confirmed partial relationships among the selection attributes of the college students regarding coffee shops, customer value, and revisit intention. Furthermore, a positive relationship between customer value and revisit intention was also confirmed. Thus, this research suggests that coffee shop managers should manage in a way that customers may acknowledge the value of the expenses they pay.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.464-477
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• 2018

This study is effect of food therapy and service quality, aimed to examine the relationship between positive emotion and brand loyalty. It examined the effects of service quality and food therapy on positive emotion, and examined the effects of positive emotion on brand loyalty, and then aimed to examine the indirect effects of service quality and food therapy on brand loyalty. To this end, quota sampling was conducted according to the job ratio of the customers visiting Hansik buffet restaurants. A survey was carried out from July 1 to 25, 2018(25 days), and a total of 850 questionnaires were distributed and 786 of collected 805 questionnaires were finally used for an analysis excluding 19 unreliable ones. The results of analysis were as follows: food quality, service encounter, physical therapy and psychological therapy significantly affected positive emotion, while service environment was not significant. Also, positive emotion significantly affected brand loyalty, and food quality, service encounter, physical therapy, psychological therapy had significant indirect effects on brand loyalty. The present study is significant in the aspect that it determined how important a role food therapy elements play in improving brand loyalty in a restaurant-related study.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.11a
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• pp.29-51
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• 2005

Brands are important in the consumer market. They are the interface between consumers and the company, consumers may develop loyalty to brands. also, The late development of industrial marketing explains the near absence of research on Brand Equity in business to business. With recent change, industrial companies have shifted from a production focus to a customer focus. industrial brand is fast developing. The basic purpose of this study is to investigate industrial brand trust and loyalty affecting the Result of business relationship between industrial buyers and suppliers. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. This research presented a comprehensive constructive model consisting of components of industrial brand trust and loyalty, and then propose the research model base on prior researches and studies about relationships among components of industrial brand loyalty. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 10.0 and AMOS 4.0. The results of this research analysis were as fallow. Industrial brand trust and loyalty were positively related with a number of industrial brand characteristics, supplier characteristics and buyer-brand characteristics. relationship commitment. This research newly proposed the concept of 'industrial brand trust and loyalty affecting the Result of business relationship between industrial buyers and suppliers'

• Journal of the Korean Applied Science and Technology
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• v.35 no.4
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• pp.1120-1133
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• 2018

The purpose of this study is to validate the failure attribution factors affecting emotional changes after a failed service by local restaurant users, and the relapse effects of the perceived failure of a customer's brand relationship. In this study, the implications of this study can be divided into the null theory and the homogenous theory, in which the study of the relationship between individual belief that influences the null theory and the post-gender emotional response is minimal. The independence of the crash response (angerous VS compassion) has been equally validated as building a belief-gathering-emotion three-step model. First, emotional BRQ (intimate and love) has a reduction effect on controllable geeks, and behavioral BRQ (relative existence) has an extended effect on controllable geeks. From a management perspective, restaurant managers should be less aware of the repeatability of a customer's service failure and call for customer sympathy. Integratedly, restaurant managers must control the customer's perception of service failure and restore the impact of the customer's BRQ on emotional reactions. A variety of service recovery measures should be established and the cerumen should be controlled. In addition, since BRQs have different effects on anger and sympathy (extended VS), different service failure recovery plans should be presented depending on the characteristics of the customer BRQ. For example, measures such as monetary compensation or fair dealing, emotional distribution to close and loving customers, and persuasion of reciprocal benefits to interdependent customers should be developed according to circumstances. This study explored the effectiveness of the geeks after a service failure and has limitations that do not take into account the various regulatory factors in the BRQ-return-Empression process. Thus, in further studies, the effects of adjusting service failure strength should be considered and a more complete model should be built.

• Journal of Distribution Research
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• v.8 no.2
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• pp.21-39
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• 2003

The objective of this study is examining regional differentiation of private brand customer. Factors found to influence private brand purchase intention included familiarity with private brand, perceived value, store loyalty, perceived risk, perceived quality variation between national and private brand products. For testing the research model, data were collected in Seoul and Busan. The hypothetical paths included in model are supported. There are regional differentiations in 1) negative relation of perceived quality variation and perceived value, 2) positive relation of familiarity and purchase intention, and 3) positive relation of store royalty and purchase intention.

• Culinary science and hospitality research
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• v.17 no.2
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• pp.51-73
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• 2011

Companies are required to invest in numerous intial marketing costs for establishing brand power, thus, many companies in the foodservice industry are increasing their budgets on communication to strengthen their own brand equity components such as brand recognition, brand royalty, perceived quality and associated image using mass media that has not been used before. For this study, 617 samples were analyzed by such analytic methods as a frequency analysis, cross-tabulation, a factor analysis and a reliability analysis for validity, and a confirmatory factory analysis, a model adequacy evaluation, and a path analysis using AMOS 17.0. The hypothesis verification by the AMOS analysis has revealed that all hypotheses positively influenced contract foodservice brands, and the brand recognition of a university contract foodservice company has an impact on sincerity and refinement. Therefore, positive brand image formation encourages strong brand establishment between a university contract foodservice business and customers, and this study strongly suggests continuous further studies about constructing a positive brand image.

• Journal of the Korean Society of Food Science and Nutrition
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• v.36 no.1
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• pp.124-130
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• 2007

The purposes of this study were (1) to analyze price sensitivity, (2) to define the range of acceptable prices for each foreign segment, and (3) to provide a price model for Korean traditional restaurants. From October to November, 2006, a total of 781 foreigners responded to individual surveys. Statistical analyses on the survey data were performed using descriptive statistics and Price Sensitivity Measurement (PSM). Major findings from the study are as follows: First, the ranges of the acceptable prices were $98$\sim$$130 for fine dining/gourmet restaurants, $70$\sim$$90 for theme/ambience restaurants, $40$\sim$$60 for popular/family restaurants, and $18$\sim$$30 for convenience/fast food restaurants. Second, the convenience/fast food restaurants showed the highest price sensitivity. Third, a low stress level and wide range of the acceptable price were observed for the fine dining/gourmet restaurants, suggesting that the price sensitivity of the fine dining/gourmet restaurants was quite low. Finally, the price sensitivity indicated by the Japanese was higher than by the other groups. In consequence, the research findings suggest that the managers of the Korean traditional restaurants should strategically plan prices by understanding different customers' price sensitivity within and between customer segments. Through additional research, marketers can compare perceptions of specific brands, the competition, and variations within a product line.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.427-436
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• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.341-352
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• 2019

Recently, as cultural projects are being carried out in various ways, the interest in the space where culture and arts can be provided is also increasing. Therefore, this study selected and analyzed F1963 in Busan. The purpose of this study is to examine the effects of brand asset factors of brand image, brand awareness, brand asset awareness, and loyalty on customer satisfaction and community development of brand asset in complex cultural space and to examine whether customer satisfaction has a mediating effect on the relationship between brand asset in complex cultural space and community development. As a result of the analysis, brand asset of complex cultural space had a positive effect on the satisfaction of users. Also, brand asset of complex cultural space has a positive effect on community development. The satisfaction that users get from the complex cultural space has a mediating effect on the influence of brand asset of the complex cultural space itself on the community development. The implications of this study suggest that complex cultural space plays an important role in the region, and it is necessary for local communities and local governments to brand complex cultural space through diversity of cultural and artistic activities.