The Effect of Brand Image of Franchise Coffee Shops on Customer Visit Intentions and Intention to Recommend to Others: Focusing on the Mediating Effect of Customer Expectations

This study was conducted to confirm the effect of the brand image of franchise coffee shops on customer visit intentions and the intention to recommend to others, and to analyze the mediating effect of customer expectations. A survey was conducted on 300 customers who visited Starbucks, Mega Coffee, Twosome Place, Paik&quots Coffee, and Ediya Coffee in Jeonju City from May 19 to July 7, 2023. The data were analyzed using SPSS 25.0. In this study, statistical techniques involved exploratory factor analysis, reliability analysis, frequency analysis, correlation analysis, mediation effect analysis by Process Macro model 4. The research showed that brand image, customer expectations, customer visit intentions, and the intention to recommend to others all have a significant effect. Additionally, a mediating effect was confirmed on customer expectations. This study highlighted the importance of a franchise coffee shop&quots brand image and its influence on customer visit intentions and the intention to recommend to others, and confirmed the mediating effect of customer expectations. This study provided basic data that can be used as a marketing strategy to increase brand image and customer expectations applicable to franchise coffee shops.