연구논문(硏究論文) : 체인형 커피전문점의 지각된 품질과 가치가 몰입 및 고객충성도에 미치는 영향

The purpose of this study is to inquire into how do the perceived quality and value of coffee houses affect customer commitment and loyalty on coffee house users, and establish effective marketing strategies in terms of marketing management strategy. Analysis showed that the perceived quality and value of coffee houses have a positive effect on the customer loyalty, particularly, they also affect the customer loyalty through the continuance commitment and the affective commitment, indicating the importance of these variables and a role as important service factors in the perceived quality and value of coffee houses. Consequently, a good quality and value can not only afford customers pleasure, but the value creation, commitment and loyalty also can be very positive mechanisms.