프랜차이즈 커피전문점의 브랜드이미지가 고객방문의도, 타인추천의도에 미치는 영향: 고객기대의 매개효과를 중심으로

This study was conducted to confirm the effect of the brand image of franchise coffee shops on customer visit intentions and the intention to recommend to others, and to analyze the mediating effect of customer expectations. A survey was conducted on 300 customers who visited Starbucks, Mega Coffee, Twosome Place, Paik's Coffee, and Ediya Coffee in Jeonju City from May 19 to July 7, 2023. The data were analyzed using SPSS 25.0. In this study, statistical techniques involved exploratory factor analysis, reliability analysis, frequency analysis, correlation analysis, mediation effect analysis by Process Macro model 4. The research showed that brand image, customer expectations, customer visit intentions, and the intention to recommend to others all have a significant effect. Additionally, a mediating effect was confirmed on customer expectations. This study highlighted the importance of a franchise coffee shop's brand image and its influence on customer visit intentions and the intention to recommend to others, and confirmed the mediating effect of customer expectations. This study provided basic data that can be used as a marketing strategy to increase brand image and customer expectations applicable to franchise coffee shops.