프랜차이즈 베이커리카페의 브랜드가치 고객만족과 고객충성도의 관계에서 브랜드이미지의 매개효과

The criticality of brand value has been repeatedly emphasized in the literature. Particularly, customers' quality evaluation in franchside bakery cafe is crucial for loyalty enhancement and profit increase. Nevertheless, little research has investigated the role of brand image in forming franchise bakery cafe customers' behavioral intentions Filling this gap, this study aimed to examine the relationship between brand value, customer satisfaction and other vital cognitive/affective factors (i.e., brand Image) in determining customer satisfaction (i.e., word-of-mouth intention, willingness to pay, and revisit intention). A field survey was conducted at francaise bakery cafes(Paris Baguette, Tour les Jours , Dunkin Dounts and A Twosome Place). A total of 254 responses were used for data analysis. The collected data was subjected to a series of multiple-regression analysis. The Baron and Kenny's approach (1986) was employed to test the proposed mediating impacts. By verifying each hypothesis after confirming the validity of models, conclusions were drawn out as follows. First, the more brand value of the franchised bakery cafe is high, the more brand image is high. Second, the more brand value of franchise bakery cafe is high, the more brand attitude is positive. Third, the more brand image of franchise bakery cafe is high, the more brand attitude is high. Fourth, the more brand image franchise bakery cafe is high, the more brand loyalty is high. Fifth, the more brand image of franchise bakery cafe is high, the more brand loyalty is high. Sixth, it shows that the brand attitude influences brand loyalty positively. Our results showed that the hypothesized relationships were generally supported, and that brand image acted as a partial mediators in the proposed theoretical framework..This research in general offers valuable insights into developing efficient marketing, service, and operational strategies.