프랜차이즈 커피전문점의 서비스품질과 브랜드이미지

The purpose of the current study is to investigate the structural relationships among franchise coffee shop’ service quality, brand image, customer satisfaction. In addition, the author examined brand image as a mediator on the relationship between service quality and customer satisfaction. By doing so, this study provides implications for more effective business performance and human resource management in the coffee business. Data were gathered from a sample of 359 visiors to franchise coffee shop. Structural Equation Modelling was applied to test the relationships of the constructs in the proposed research model. The results can be summarized as follows: First, service quality caused a positive influence on the brand image. Second, service quality led to a positive influence on customer satisfaction. Third, brand image had a positive influence on customer satisfaction. Furthermore, brand image played a mediating role in the relationship between service quality and customer satisfaction. This study presents theoretical and practical implications to improve organizational effectiveness and enhance management performance in a coffee business where human resource management is important