커피전문점에서의 체험이 브랜드 태도와 브랜드 애착 및 브랜드 충성도에 미치는 영향

The purposes of this study were to understand the effect of experience in coffee shop on brand attitude, brand attachment and brand loyalty, with a view to propose an efficient management strategy for a coffee shop. Based on total of 323 samples obtained from empirical research from 5 January to 5March 2012, self-administered questionnaires were completed by patrons in metropolitan area and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory factor analysis. From the factor analysis of experience, 3 factors, i e. sensual sensibility,relationship, perception were extracted. The outcomes of this study were as follows: First, sensual sensibility and perception have a significant impact on brand attitude. Second, only relationship impacts on brand attachment. Third brand attitude impacts on brand attachment. Fourth, brand attitude and brand attachment impact on brand loyalty. Limitations and future research directions are also discussed.