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KMID : 0665420190340050567
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Korean Journal of Food Culture
2019 Volume.34 No. 5 p.567 ~ p.576
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The Influence of Marketing Linkage to the Performance of a Coffee Company on the Satisfaction and Intention of Purchasing Companies
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Xia Zhu Qing
Min Ji-Eun
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Abstract
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The purpose of this study is to identify the impact of the performance-linked marketing of food companies on thesatisfaction and willingness of the companies that purchase products. To achieve the purpose of this study, a survey wasconducted on consumers who were using domestic coffee franchises. A total of 300 questionnaires were distributed, andonly 291 were finally used for analysis, except for eight ones that were not sincere or valid. Performance-linked marketingconsisted of promotional factors, support factors, production factors, and mouth-to-mouth factors, and the purchasingcompany’s satisfaction and willingness to purchase products consisted of a single factor. A linear regression analysis wasperformed using SPSS version 20.0 to verify the hypothesis. The research results show that (1) marketing linked to theperformance by coffee shops has a significant impact on consumers’ willingness to purchase. (2) The marketingperformance for coffee shops has a significant positive impact on the satisfaction of the purchasing company. (3) Theconsumer’s intention to purchase has a significant positive effect on the purchaser’s satisfaction. These findings confirm theimportance of concert-linked marketing in the differentiated marketing by restaurant businesses.
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KEYWORD
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Performance linkage marketing, purchase intention, satisfaction, marketing for a coffee company
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