프랜차이즈 커피전문점의 브랜드 커뮤니케이션과 고객만족, 브랜드 충성도와의 관계연구: 가격공정성의 조절효과를 중심으로

The purpose of this study is to identify the moderating effect of price fairness perceived by customers on the structural relationship between franchise coffee shops' brand communication (advertising and promotions) and customer satisfaction and brand loyalty. The subjects were customers of franchise coffee shops located in Daegu and Gyeongbuk. 410 questionnaires were distributed, and final 392 copies among them were used for research analysis. As a result of carrying out frequency analysis, reliability analysis, exploratory factor analysis, and covariance structure analysis (SEM: structural equation model), and χ² difference test analysis, using the SPSS 20.0 program, it was found that first, the brand communication of franchise coffee shops influenced customer satisfaction positively (Hypothesis 1). Second, it was found that customer satisfaction with the brand communication of franchise coffee shops influenced brand loyalty positively (Hypothesis 2). Third, it was found that price fairness perceived by customers had no moderating effect on the influence of franchise coffee shops' brand communication on customer satisfaction, and thus (Hypothesis 3) was rejected. The differentiation of franchise coffee shops is not easy. However, first, this study verified the long-term management effects of franchise coffee shops' brand communication on the formation of customers' brand loyalty as well as its short-term management effects at the level of traditional marketing. Second, this study drew the meaningful research results that the brand communication of franchise coffee shops influences customer satisfaction positively irrespective of price fairness perceived by customers, and verified the importance of brand communication for franchise coffee shops. Therefore, this study suggests that the brand communication is the "beginning and end" of franchise coffee shops differentiation.