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KMID : 1134820130420010120
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Journal of the Korean Society of Food Science and Nutrition
2013 Volume.42 No. 1 p.120 ~ p.128
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The Effect of Relational Benefits on Customer Perception of Value, Satisfaction, and Loyalty in the Specialty Coffee Shop Business
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Moon Sang-jeong
Bae Hyun-Joo
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Abstract
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This study was conducted to investigate the effect of relational benefits on perceived value in order to enhance customer satisfaction and win customer loyalty in the specialty coffee shop business. Structural equation modeling was performed and the structural model estimated with AMOS (ver 5.0). A total of 329 valid responses were used for data analysis. The findings show that confidence benefits among the relational benefits have a direct effect on perceived value. In addition, confidence benefits also have an indirect effect on customer satisfaction and loyalty from this perceived value. However, social benefits and special treatment benefits of customers had no effect on functional and symbolic value. In conclusion, establishing confidence benefits with the customer at the specialty coffee shop significantly influenced their perceptions of value, customer satisfaction, and loyalty.
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KEYWORD
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relational benefits, functional value, symbolic value, customer satisfaction, customer loyalty
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