프랜차이즈 커피전문점의 소비 경험이 지각된 가치, 브랜드 신뢰 및 브랜드 충성도에 미치는 영향

This study examined the effects of consumption experiences(food quality, service quality, physical environment quality, experience quality) on perceived value, brand trust and brand loyalty in the franchise coffee shop. The results of this study suggest that: (a) A coffee shop's service quality, physical environment quality and experience quality positively influence perceived value, brand trust and brand loyalty. (b) Food quality does not influence perceived value, brand trust and brand loyalty. (c) Customers’s perceived value influences brand trust. (d) Development of customers’s positive brand trust drives brand loyalty. These results provide a basis for investigating which coffee shop experiences are critical in eliciting development of a perceived value and which have behavioral consequences. And this study also offers brand marketers a perspective for developing marketing strategies to strengthen brand loyalty in franchise coffee shop.