프랜차이즈 브랜드 경험이 고객만족과 브랜드 애착에 미치는 영향: 콘택트렌즈 사용자를 대상으로

Purpose: Strategic implications of brand management were suggested by empirically analyzing the influence of franchise brand experience on customer satisfaction and brand attachment. Methods: Brand experience was divided into sensory, emotional, cognitive, and behavioral experience based on previous studies in which the influences on customer satisfaction and brand attachment were empirically analyzed. A survey was conducted targeting franchise contact lens visitors from March 1 to March 31, 2019, and data were analyzed with frequency analysis, reliability and validity analysis, and structure equation model analysis using SPSS 20.0 and AMOS 20.0. Results: First, the sensory, emotional, and behavioral experiences of franchise brand experience were found to have a positive influence on customer satisfaction, unlike cognitive experience. Second, emotional and behavioral experiences were found to have a positive influence on brand attachment, whereas sensory and cognitive experiences did not have a significant influence. Third, customer satisfaction was found to have a positive influence on brand attachment. Conclusions : Emotional and behavioral experiences have positive influences on customer satisfaction and brand attachment. To build long-term relationships with customers, it is important for brand management to induce an emotional approach and physical experience.