커피전문점 브랜드이미지, 관계품질 및 브랜드충성도의 구조적 관계

The purpose of this study is to understand structural relationships between the brand images, relationship quality,and brand loyalty. Based on the results of the analyses, the study proposed effective brand image managementmeasures that could be used in the competitive market of coffee houses. The results of the study are summarized as follows. First, all the three lower factors of the coffee shop brandimages, the marketability, the social orientation and differentiation, were observed to have a positive influence on thebrand credibility. Second, in terms of the relationships between the coffee shop brand image and the satisfaction, themarketability and the differentiation were found to positively affect the satisfaction and yet, no significant influencewas discovered from the social orientation. Lastly, according to the analysis results on the relationship quality andthe loyalty, the credibility would have a positive influence on the relationship quality while the trust and thesatisfaction would be positively related to the loyalty. The study has come up with the implications as follows. Coffee house should design ways to build up trust in customers from a long-term point of view. The coffee housewill continuously preserve the trust in the customers having a good relationship with them if the shops not onlywork on different but consistent brand image building but also keep improving the mood and the service quality oftheir own.