韓國食生活文化學會誌 제34권 제5호 (p.567-576)

커피 기업의 공연 연계 마케팅이 구매기업의 만족도와 구매의도에 미치는 영향

The Influence of Marketing Linkage to the Performance of a Coffee Company on the Satisfaction and Intention of Purchasing Companies
키워드 :
Performance linkage marketing,purchase intention,satisfaction,marketing for a coffee company

목차

Abstract
I. 서 론
II. 연구내용 및 방법
   1. 조사대상 및 자료수집
   2. 조사내용 및 분석방법
III. 결과 및 고찰
   1. 조사대상자의 일반적 특성
   2. 공연연계 마케팅, 구매기업 만족도 및 구매의도의 구성타당성
   3. 공연연계 마케팅, 구매기업 만족도 및 구매의도의 영향관계
IV. 요약 및 결론
References

초록

The purpose of this study is to identify the impact of the performance-linked marketing of food companies on the satisfaction and willingness of the companies that purchase products. To achieve the purpose of this study, a survey was conducted on consumers who were using domestic coffee franchises. A total of 300 questionnaires were distributed, and only 291 were finally used for analysis, except for eight ones that were not sincere or valid. Performance-linked marketing consisted of promotional factors, support factors, production factors, and mouth-to-mouth factors, and the purchasing company’s satisfaction and willingness to purchase products consisted of a single factor. A linear regression analysis was performed using SPSS version 20.0 to verify the hypothesis. The research results show that (1) marketing linked to the performance by coffee shops has a significant impact on consumers’ willingness to purchase. (2) The marketing performance for coffee shops has a significant positive impact on the satisfaction of the purchasing company. (3) The consumer’s intention to purchase has a significant positive effect on the purchaser’s satisfaction. These findings confirm the importance of concert-linked marketing in the differentiated marketing by restaurant businesses.