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The Mediating Effect of Customer Satisfaction on the Relationship between Brand Value and Loyalty in Dessert Cafes

ki-wan, Kwon 1

1서영대학교

Excellent Accredited

ABSTRACT

This study aimed to analyze the influence relationship among brand value, loyalty, and customer satisfaction of dessert cafes and to verify the mediating effect of customer satisfaction in the relationship between brand value and loyalty. This study targeted eight dessert cafes located in Seoul, and after asking the persons concerned with the dessert cafes to check understanding, a survey with customers aged 20 or over was conducted over 11 days from April 10 to April 21, 2017. A total of 230 self-administered questionnaires were distributed, and 203 (88.3%) questionnaires were used for study analysis after the exclusion of 27 (11.7%) with incomplete and/or unreliable responses. Frequency analysis, reliability analysis, exploratory factor analysis, simple regression analysis, multiple regression analysis, mediator effect analysis, and Sobel test were done using the SPSS 18.0 analysis program. The study results revealed that brand value had a significant positive (+) relationship to loyalty and customer satisfaction. Also, customer satisfaction had a significant positive (+) relationship to loyalty, and customer satisfaction mediated the relationship between brand value and loyalty.

Citation status

* References for papers published after 2022 are currently being built.