외식브랜드의 친환경 경영활동이 지각된 품질, 브랜드 이미지 및 브랜드 충성도에 미치는 영향

Abstract

This study was conducted on consumers who had purchased from eco-friendly coffee shops. We wanted to find out how the eco-friendly management activities of restaurant brands affect customers’ perceived quality, brand image, and brand loyalty, focusing on coffee shops. As attributes for measuring eco-friendly management activities, they were defined as eco-friendly ingredients, eco-friendly services, and contributions to the local community. For empirical analysis, the survey was conducted for customers who had purchased or used eco-friendly food service brands. Of the collected questionnaires, 515 valid samples were analyzed using SPSS 25.0 and AMOS 25,0 statistical programs. The empirical analysis results of this study are as follows. First, it was found that the eco-friendly management activities of coffee shops had a significant positive (+) effect on the perceived quality. Second, it was found that the eco-friendly management activities of coffee shops had a significant positive (+) effect on the brand image. Third, it was found that the eco-friendly management activities of coffee shops have a positive effect on brand loyalty. Fourth, perceived quality was found to have a very significant positive (+) effect on brand loyalty. Fifth, a causal relationship was identified in which brand image was very positive for brand loyalty. Therefore, it can be said that the hypothesis presented in this study has been sufficiently proven.