프랜차이즈 커피전문점 이용고객의 지각된 가치와 주관적 규범이 만족 및 행동의도에 미치는 영향

This study aims to provide managerial implications considering strategic priorities for maintaining existing customers and attracting new customers in extremely competitive coffee franchise market. In particular, this study is differentiated from other previous studies as it attempted to examine both direct and indirect impact relations among perceived value, subjective norm, satisfaction, and behavior intention. Also, this study shows the relative impact of utilitarian value and hedonic value on satisfaction and behavior intention. In order to analyze the proposed model, the data were collected from 231 franchise coffee shop users who agreed to participate in the survey. The data were analyzed using AMOS 20.0. The results show that utilitarian value and hedonic value have positive effects on satisfaction. The findings also indicate that hedonic value has a relatively higher impact on satisfaction than utilitarian value does. But, hedonic value does not have a significant effect on behavior intention while utilitarian value has a significant positive effect on behavior intention. In addition, hedonic value has a significant indirect effect on behavior intention through the customer satisfaction. Finally, subjective norm has a significant positive effect on behavior intention. At the end of the paper, managerial implications and limitations were suggested.