Purpose - The purpose of this study is to explore the effect of benefits, customer satisfaction of craft beer pub and switching intention. It is also to examine whether alternative attraction moderates the above relationships.
Design, data, and methodology -To accomplish this purpose, the survey for customers of craft beer pubs and beer festival in Seoul was progressed. And relation benefit was divided into three main components: ‘social benefits’, ‘psychological benefits’, and ‘customized benefits’. Based on previous studies.
Result -Among the relationship benefits of handmade beer shops, social and psychological benefits have a significant impact on customer satisfaction, and psychological benefits have a significant impact on the degree of switching intention. In addition, alternative attraction works as moderating effect between social and psychological benefits and customer satisfaction, and also does between psychological benefits and switching intention.
Conclusions -Many prior studies have indicated that alternative attractiveness from competitors reduces customer satisfaction. However, this study proved that customer satisfaction is higher even though alternative attraction occurs, and that is the biggest difference from the preceding studies. It means that alternative attraction had a positive effect on customer satisfaction, but it also effects on switching intention to leave customers.