중국진출 외국계 프랜차이즈 커피전문점의 고객만족 및 브랜드충성도에 대한 영향요인분석

The objective of this study is to examine the effects of the marketing 4Ps, store image andservice quality towards customer satisfaction and brand loyalty. About 300 copies ofquestionnaires were distributed to three franchise coffee houses (Starbucks, Costa, UBC) inBeijing. For data analysis, various statistical techniques were used including frequencyanalysis, factor analysis (EFA, CFA), path analysis and ANOVA. Results of this study can besummarized as follows: First, there was no direct impact of product localization on customersatisfaction and brand loyalty. Second, price localization did not have impact on the customersatisfaction, but it has a direct impact on the brand loyalty. Third, promotion localization,distribution localization and shop impression have no direct impact on brand loyalty whilethe customer satisfaction has shown certain impact on the brand loyalty. Fourth, servicequality has shown significant impact on customer satisfaction and brand loyalty. Fifth, at themarketing localization point of view, there were no obvious differences found with the threebrands. However, differences exist in terms of store impression and service quality. Finally,this research gives us some meaningful implications and information on how foreign franchisecoffee houses can enter the Chinese market, and how franchised coffee chains could improvecustomer satisfaction and brand loyalty.