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KMID : 0665420110260020159
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Korean Journal of Food Culture
2011 Volume.26 No. 2 p.159 ~ p.169
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A Coffee Shop`s Relationship to Customer Trust, Commitment, and Shop Loyalty
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Kim Ji-Eung
Jeong Se-hoon
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Abstract
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We suggested specific and practical marketing strategies to coffee shop managers and customers to create a symbiotic
relationship. The coffee shop’s relationship to reliability, commitment, and shop loyalty was analyzed thoroughly. The
samples for this study were 393 coffee shop customers in Seoul. The results showed that customer reliability about coffee
shops improved as reputation, customer orientation, specialty, and tie increased, but reliability was reduced as the size of thecoffee shop became larger. Communication did not significantly affect reliability. Second, customer reliability positively
affected commitment, so commitment increased as customer reliability increased. Third, customer reliability positively
affected shop loyalty, so shop loyalty increased as customer reliability increased. Fourth, customer commitment positively
affected shop loyalty, so shop loyalty increased as customer commitment increased.
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KEYWORD
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coffee shop, relationship characteristic factor, reliability, commitment, shop loyalty, relationship marketing
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