스타벅스의 ESG 경영이 진정성과 신뢰를 매개로 충성도에 미치는 영향

• 영문명: The Impact of Starbucks’ ESG Management on Authenticity, Trust, and Loyalty
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 곽미나(Mi-Na KWAK) 오승희(Seung-Hee OH) 박지은(Ji-Eun PARK) 양대권(Dae-Kwon YANG)
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제1호, 28~42쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.03.30

국문 초록

Purpose: ESG management of domestic coffee shops is attracting attention as a capability for corporate sustainability. Therefore, customers who use coffee shops are inevitably affected by ESG policies. By properly operating ESG management, companies can ensure that customers perceive and consume their brands positively. This study examines how ESG management of coffee shops affects customers' perceived authenticity, trust, and brand loyalty, and suggests the direction in which domestic coffee shops should move. Research design, data, and methodology: All variables and hypotheses were determined by previous research, and data were collected for two weeks starting May 23, 2023. 229 people with experience using coffee shops participated in a survey conducted through a Google form, and all 229 responses were used in the analysis. Result: The research results are as follows. All domestic coffee shops presented as examples had a positive impact on brand trust and perceived authenticity through ESG management. However, in the case of environment (E), it can be confirmed that it does not directly affect trust, but indirectly affects trust through perceived authenticity. Conclusions: Domestic coffee shops must establish appropriate policies by recognizing customer interests and opinions in order to significantly increase perceived authenticity and trust through ESG strategies.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results

5. Conclusion and Implications

References

키워드

커피전문점 ESG 진정성 신뢰 충성도 Coffee shop ESG Perceived authenticity Trust Loyalty