Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.

Abstract
 1. 서론
  1.1 연구의 배경
  1.2 연구의 목적
 2. 이론적 배경
  2.1 커피전문점 서비스 품질
  2.2 브랜드 동일시
  2.3 고객 만족도
  2.4 구전효과
  2.5 재구매의도
 3. 연구모형 및 가설
  3.1 연구모형
  3.2 연구가설
 4. 분석 결과
  4.1 자료수집
  4.2 요인분석
  4.3 신뢰도 분석
  4.4 회귀 분석
  4.5 성별에 따른 T-tast
 5. 결론
  5.1 연구의 요약 및 시사점
  5.2 연구의 한계점과 향후 연구방향
 6. 참고문헌

• 주형준 | Hyung-Joon Joo
• 조재립 | Jai-Rip Cho