프랜차이즈 커피전문점 고객의 정서, 몰입, 태도의 관계연구

The purpose of this research thesis is to study the influences of relational benefits on customer emotion and customer commitment, and customer loyalty of coffee shops. To do it, this thesis surveyed customers who visit South Korea's coffee shops showing the marked growth from 2000, onward. This research thesis presented three hypothesis in order to attain the research purpose. The analytic hypothesis outcomes can be summarized as follows: First, the influences of relational benefits on customer emotion and customer commitment show that positive emotion has the significant influences on concern/interest as sub-factors of commitment. Also, negative emotion doesn't have the significant influences on satisfaction/concentration as sub-factors of commitment. Well-motivation, as one of sub-factors of emotion and commitment has the significant influences on only positive emotion. Second, emotion and loyalty have the significant influences. Lastly, mediation effects of commitment on the relations between emotion and loyalty indicate that concern/interest assume partial mediating roles. It is revealed that satisfaction/concentration play the partial mediating roles on only positive emotion and loyalty, while well-motivation does not show such roles.