Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effect of Coffee Shop's Desert Menu Quality on Shop Choice and Revisit Frequency

커피전문점의 디저트 메뉴품질이 점포선택과 재방문에 미치는 영향

  • Kim, Ji-Eung (Department of Foodservice Management, College of Culture and Toursim, Jeonju University)
  • 김지응 (전주대학교 문화관광대학 외식산업학과)
  • Received : 2011.08.29
  • Accepted : 2011.11.06
  • Published : 2012.04.30
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Abstract

The purpose of this study was to develop definite and practical marketing strategies for coffee shop managers or preliminary founders through empirical analysis of the effects of desert menu quality characteristics a mainstay of coffee shop-on store choice and revisit frequency. The results of this study are summarized as follows. The results showed that the menu quality characteristics taste, price, hygienic conditions, and health had significant effects on store choice and repurchase frequency through customer satisfaction, whereas originality was rejected due to the lack of menu originality. Both shop choice and repurchase frequency through customer satisfaction were also significant. This suggests that there is a need for the development of a diverse desert menu to increase competitiveness, creation of new customers, and regular customer management.

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