KOREASCHOLAR

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.

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

• 시아주칭(경기대학교 외식조리관리학과) | Zhu Qing Xia (Department of Foodservice and Culinary Management, Kyonggi University)
• 민지은(경기대학교 외식조리관리학과) | Ji Eun Min (Department of Foodservice and Culinary Management, Kyonggi University) Corresponding author