커피전문점 소비경험이 브랜드이미지, 고객만족, 행동의도에 미치는 영향: 베이커리 제품을 제공하는 커피프랜차이즈를 중심으로

It is not a surprising fact that consumers have kinds of bread as a meal due to its convenience and easiness. Most competitive coffee shops not only sell coffee but also launch bakery menu. The study aims to examine consumption experience at franchised coffee shops on brand image, customer satisfaction and behavioral intention. In order to carry out the survey, a total of 385 effective questionnaires were used from customers who have purchased bakery menu. Structural Equation Modeling analysis is conveyed to prove proposed hypotheses. The results of this study are epitomized as below. First, all consumption experience except sociality at coffee shops with bakery menu shows remarkable effect on brand image. Second, the brand image demonstrate a critical outcome on customer satisfaction and behavioral intention. Third, the customer satisfaction has an impact on behavioral intention. Above those results, it implies that consumer experience has a crucial consequence on an rise in sales and can gain a brighter prospect of competitiveness thorough meaningful consumption experience and positive brand image, and consequently this study presents academic and practical significances to emerge as the leader with a effective marketing strategy in the coffee brand market.