중국 커피 시장에서 브랜드 체험과 브랜드 개성이 브랜드 충성도에 미치는 영향에 관한 연구: 마케팅 현지화와 브랜드 글로벌성의 조절효과를 중심으로

Abstract

Today, the Chinese coffee market occupies a crucial position in the world. It is believed that the Chinese coffee market has an outstanding potential in the future. Therefore, the current Chinese coffee market occupies a crucial position globally, and brand coffee shops from around the world are also dominating the Chinese market. That is why so many brand coffee shops across cultures and areas attempt to occupy the Chinese market. According to theoretical background review this study examines the effects of brand experience and brand personality of coffee shop brands on customer satisfaction and brand loyalty. We also explore whether marketing localization moderates the relationship between brand experiences and brand personality, on the one hand, and customer satisfaction, on the other hand. Also we explore the brand globality's moderate effect between customer satisfaction and brand loyalty. The data were collected via survey with businessmen who frequently visit global coffee shops or university students exposed to various cultures. A total of 300 copies of the questionnaire were distributed, and 284 copies were retrieved. Upon exclusion of incomplete data, 271 responses were used for further empirical analysis. The results of this study revealed that only behavioral experience among the four brand experiences significantly affects customer satisfaction. Moreover, sincerity and ruggedness were found to significantly affect customer satisfaction (p<0.05 and p<0.01, respectively). We also found a significant relationship between customer satisfaction and brand loyalty. Furthermore, in line with our hypothesis, marketing localization did not significantly moderate the relationship between brand experiences and brand personality, on the one hand, and customer satisfaction, on the other hand. The moderating effect of brand globality was not statistically significant. These results showed that brand experience and brand personality have a partial impact on satisfaction. Furthermore, based on the findings, theoretical implications such as the importance of localization and globality, and managerial implications such as management of coffee shop brand were presented, and finally we suggested future research directions.