프랜차이즈 커피전문점의 선택속성이 고객만족과 애호도 및 재이용 의도에 관한 연구

This study seeks a way of strengthening the competitiveness between two brands by analyzing the correlation of coffee shop selection, customer satisfaction, loyalty and reusing intention of customers living in Busan. For, this purpose, both literary research and empirical research have been carried out in order to come up with the questionnaire related to choice attribute of coffee shop, customer satisfaction, loyalty and re using intention. To accomplish the goal of this study, samples for verifying the theory have been taken from customers in the coffee shops in Busan for 20 days from March 1, 2012 to March 20, 2012. First, the choice attribute of franchise coffee shop was shown to affect customer satisfaction partly. Secondly, choice attribute of franchise coffee shop was shown to affect brand loyalty partly. Thirdly, customer satisfaction was seen to have significant influence on loyalty and reusing intention. Forth, loyalty was seen to have significant influence on reusing intention.