커피전문점의 사회적 책임활동이 브랜드이미지 및 충성도에 미치는 영향

This study is intended to provide a basic material so as to seek a strategical plan which can lead to be loyalty in such a way of social responsibility activities and brand image management which are fulfillment of customers' requirements, on account of which it analyzes practically how social responsibility activities of coffee shop have Influenced on brand image and loyalty focusing on Gyeong-nam Area. As a consequence of hypothesis test, firstly through analysis of how social responsibility activities(economic responsibility, legal responsibility, Charitable responsibility, ethical responsibility) had influenced on brand image, it was found that economic responsibility, Charitable responsibility, ethical responsibility had a significant influence on brand image statistically but legal responsibility. Secondly, through analysis of how brand image had influenced on loyalty, it was found that brand image had a significant influence on loyalty. Thirdly, through analysis of how social responsibility activities had influenced on loyalty, it was found that social responsibility activities had a significant influence on loyalty. This result indicates Corporate social responsibility activities that can revive the distinctive characteristics of the coffee shop customers are thought to form a continuous positive brand image based on trust and be able to keep loyal customers.