프랜차이즈 커피전문점의 서비스체험과 브랜드신뢰 및 고객만족의 구조적 영향 관계 - 대안매력의 조절 효과를 중심으로 -

In this paper, the effect of the service experience of consumers using a franchise coffee shop on brand trust was examined, and the relationship between the effect on customer satisfaction was analyzed in a multidimensional manner. Four hypotheses, that is Hypothesis 1(brand trust and service experience will have a positive influence relationship), Hypothesis 2(customer satisfaction and brand trust will have a positive influence relationship), Hypothesis 3(alternative attraction will play a moderating role in the service experience and brand trust) and Hypothesis 4(alternative attraction will play a moderating role in the influence relationship of customer satisfaction and brand trust) were established. As a result of the verification, Hypothesis 1, 2, 3-1, 3-2 and 3-3 were accepted. And Hypothesis 3-4, 4 were rejected. It can be shown that the service experience felt by customers at a franchise coffee shop leads to trust in the franchise coffee shop brand, and brand trust leads to customer satisfaction. And it was found that the alternative attractiveness to other franchise coffee shops played a moderating role in the relationship between the service experience factor of franchise coffee shops and the influence of brand trust.