제주도 해외 프랜차이즈 커피전문점의 브랜드 자산에 관한 실증 연구

As the taste and service quality of coffee have been leveled upward, brand equity is becoming important as a differentiating factor for a competitive advantage. This study empirically verified the effects of brand equity of international franchise coffee shops in Jeju Island on customer satisfaction and brand loyalty. As a result of the verification, it was found that perceived quality, brand awareness, and brand image, which are components of brand equity, all have a significant effect on customer satisfaction and brand loyalty. In addition, customer satisfaction was found to have a significant effect on brand loyalty. In order to build strong brand equity, efforts must be made to improve reliable quality, raise brand awareness, consistently maintain a favorable brand image. In addition, the more thorough quality control of coffee stores is, the more customers will safely visit the store and actively recommend it to others. For this, it is necessary to pay special attention to the pleasant store environment and the freshness of the products, especially the coffee beans. In order to build up loyal customers for the growth of coffee shops, efforts to identify customer needs and agile responses to the latest coffee market environment and trends are essential.