| Abstract |
| This thesis drew a sample, targeting on large-scale franchise coffee house (Starbucks, Coffeebean, Pascucci, Hollys, Tomntoms, Angelinus, Cafebene), located in our country, and considering on sales and store quantity. The important aims of this thesis are to look into what effect the perceived image values of coffee house which generates after purchase experiences have on customer satisfaction, repurchasing intention, and switching intention, and through the research result to offer suggestions for customer security and effective sales increase.
The result is as followings.
This thesis looked into the effect on recognized effect of coffee house, suggestion 1, and found that three factors such as `internal interior and coffee quality`, `price and convenience`, `access` had all positive effect. This thesis looked into the effect relationship between perceived values and customer satisfaction, suggestion 2, and found that they had a positive effect. This thesis looked into the effect relationship between perceived value and repurchasing intention, suggestion 3, and found, that they had a positive effect. This thesis looked into the effect relationship between perceived value and switching intention, suggestion 4, and found that they had a negative effect. |
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| Key Words |
| 커피전문점이미지, 재방문의도, 전환의도, Coffee House Image, Repurchasing Intentions, Customer Switching Intentions |
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