프랜차이즈 커피전문점 이용고객의 지각된 가치가 브랜드 태도와 브랜드 충성도에 미치는 영향에 관한 연구-브랜드 태도의 매개효과를 중심으로-

Recently, competition in franchise coffee shops has intensified and consumers' tastes have gradually diversified. Therefore, in coffee shops, it is important to be well aware of the attitude and value of the brand perceived by consumers for management revitalization and performance improvement. This study was conducted to find out the relationship between perceived value, brand attitude, and brand loyalty of coffee shop customers. Futhermore, the study provides implications for securing loyal customers. The sample of this study was selected for adult males and females using franchise coffee shops located in Seoul. A total of 460 copies were distributed, and 430 copies were collected. A total of 381 copies were used for the final analysis. Analysis was done using SPSS 18.0 and AMOS 18.0 statistical programs. First, economic value, altruistic value, and emotional value were adopted in the effect of perceived value on attitude. On the other hand, the influence of social values ​​on brand attitude was not adopted. Also, there was a significant relationship between brand attitude and loyalty. The favorable attitude toward coffee shop brand affects brand loyalty positively. The brand attitude has a great influence on the continuity of the relationship with the brand. Therefore, efforts should be made to increase the brand loyalty.