The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Customer Quality Assessment on Satisfaction, Self-efficacy, and Loyalty in Franchised Coffee Shops

  • CHOI, Soo-Jin (Yongin University, Department of Culture Tourism)
  • Received : 2019.11.20
  • Accepted : 2020.12.05
  • Published : 2020.03.10
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose - To understand the assessment basis of customers' coffee shop experience and give more practical advices to the franchised coffee shops which are poorly managed in the competitive market, this study identified factors to measure the quality of customer experience and explored the relationship between these factors and customer satisfaction and loyalty. Further, this study analyzed which role self-efficacy played in the structural relationship between the quality assessment factors, satisfaction and loyalty of franchised coffee shops. Research design, data, methodology - The data were collected from respondents who had visited franchised coffee shops within the previous month through online survey. The questionnaires were surveyed from February 11 to February 14, 2019. A total of 318 responses were collected after excluding four of incomplete or uncandid responses. A structural equation modeling approach was used to examine the proposed hypothesis and a confirmatory factor analysis was employed to verify the four dimensions of quality assessment. Results - The findings of this study are as follows. First, the three of quality assessment variables significantly influenced on satisfaction except environmental quality. Second, economic and service quality significantly influenced on self-efficacy but environmental and menu quality didn't. Third, satisfaction significantly influenced on loyalty but not on self-efficacy. Fourth, self-efficacy significantly influenced on Loyalty. Conclusions - This study identified the four dimensions to assess the franchised coffee shop service - menu, environment, service and economic quality and verified these four dimensions are valid as indicators to measure the quality of customers' coffee shop experience. Further, by empirically testing the structural relationships among these quality assessment dimensions, satisfaction, self-efficacy and loyalty, this study provided theoretical foundations to explore the relationship between customer and the franchised stores in restaurant businesses. For the industry, the study findings showed that customers highly appreciated menu and economic quality of the service rather than the stores' interior. This indicate that the franchised coffee shops need to focus more on the basics of coffee such as taste and menu variety and economic value than the decoration of the store, which are often over-invested nowadays.

Keywords

References

  1. Arboretti, R., & Bordignon, P. (2016). Consumer preferences in food packaging: CUB models and conjoint analysis. British Food Journal, 118(3), 527-540. https://doi.org/10.1108/BFJ-04-2015-0146
  2. Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141. https://doi.org/10.1509/jmkg.66.2.120.18470
  3. Baloglu, S., & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15. https://doi.org/10.1177/004728759703500402
  4. Becker, T. (2000). Consumer perception of fresh meat quality: A framework for analysis. British Food Journal, 102(3), 158-176. https://doi.org/10.1108/00070700010371707
  5. Berne, C., Mugica, J. M., & Yague, M. J. (2001). The effect of variety-seeking on customer retention in services. Journal of Retailing and Consumer Services, 8(6), 335-345. https://doi.org/10.1016/S0969-6989(01)00002-9
  6. Berry, L. L., Wall, E. A., & Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. The Academy of Management Perspectives, 20(2), 43-57. https://doi.org/10.5465/amp.2006.20591004
  7. Berry, L. L., Zeithaml, V. A., & Parasuraman, A. (1990). Five imperatives for improving service quality. MIT Sloan Management Review, 31(4), 29-38.
  8. Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Interrelationship. Tourism Management, 22(6), 607-616. https://doi.org/10.1016/S0261-5177(01)00035-8
  9. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. https://doi.org/10.1177/002224299005400206
  10. Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. Journal of consumer Research, 17(4), 375-384. https://doi.org/10.1086/208564
  11. Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334
  12. Brady, M. K., & Robertson, C. J. (2001). Searching for a consensus on the antecedent role of service quality and satisfaction: An exploratory cross-national study. Journal of Business Research, 51(1), 53-60. https://doi.org/10.1016/S0148-2963(99)00041-7
  13. Brown, S. P., Cron, W. L., & Slocum Jr, J. W. (1998). Effects of trait competitiveness and perceived intraorganizational competition on salesperson goal setting and performance. Journal of Marketing, 62(4), 88-98. https://doi.org/10.1177/002224299806200407
  14. Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service quality and satisfactionethe moderating role of value. European Journal of Marketing, 34(11/12), 1338-1353. https://doi.org/10.1108/03090560010764432
  15. Chen, C. F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-717. https://doi.org/10.1016/j.tra.2008.01.007
  16. Chen, C. F., & Tsai, M. H. (2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29(6), 1166-1171. https://doi.org/10.1016/j.tourman.2008.02.019
  17. Clark, M. A., & Wood, R. C. (1999). Consumer loyalty in the restaurant industry: A preliminary exploration of the issues. British Food Journal, 101(4), 317-327. https://doi.org/10.1108/00070709910272196
  18. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  19. Ford, R. C., & Dickson, D. R. (2012). Enhancing customer selfefficacy in co-producing service experiences. Business Horizons, 55(2), 179-188. https://doi.org/10.1016/j.bushor.2011.11.005
  20. Gist, M. E. (1987). Self-efficacy: Implications for organizational behavior and human resource management. Academy of Management Review, 12(3), 472-485. https://doi.org/10.5465/amr.1987.4306562
  21. Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  22. Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27-42. https://doi.org/10.1108/09564239610129931
  23. Heung, V. C., & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31(4), 1167-1177. https://doi.org/10.1016/j.ijhm.2012.02.004
  24. Hildebrand, D. A., & Betts, N. M. (2009). Assessment of stage of change, decisional balance, self-efficacy, and use of processes of change of low-income parents for increasing servings of fruits and vegetables to preschool-aged children. Journal of Nutrition Education and Behavior, 41(2), 110-119. https://doi.org/10.1016/j.jneb.2008.09.007
  25. Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6), 714-725. https://doi.org/10.1016/j.jbusres.2006.01.008
  26. Hurley, R. F., & Estelami, H. (1998). Alternative indexes for monitoring customer perceptions of service quality: A comparative evaluation in a retail context. Journal of the Academy of Marketing Science, 26(3), 209-221. https://doi.org/10.1177/0092070398263003
  27. Hussain, A., Mkpojiogu, E. O., & Yusof, M. M. (2016, August). The effect of proposed software products' features on the satisfaction and dissatisfaction of potential customers. In AIP Conference Proceedings (Vol. 1761, No. 1, p. 020052). AIP Publishing LLC.
  28. Jang, Y. T., Chang, S. E., & Chen, P. A. (2015). Exploring social networking sites for facilitating multi-channel retailing. Multimedia Tools and Applications, 74(1), 159-178. https://doi.org/10.1007/s11042-013-1430-z
  29. Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-99.
  30. Kelley, K., Hyde, J., & Bruwer, J. (2015). US wine consumer preferences for bottle characteristics, back label extrinsic cues and wine composition. Asia Pacific Journal of Marketing and Logistics, 27(4), 516-534. https://doi.org/10.1108/APJML-09-2014-0140
  31. Kivela, J., Inbakaran, R., & Reece, J. (1999). Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management, 11(5), 205-222. https://doi.org/10.1108/09596119910272739
  32. Korda, A. P., & Snoj, B. (2007). Direct and indirect effects of perceived price on perceived value of mobile phones. In Annales des Telecommunications, 62(10), 967-989. https://doi.org/10.1007/BF03253301
  33. Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and tourism 7th ed., Essex, UK: Pearson.
  34. Lai, W. T., & Chen, C. F. (2011). Behavioral intentions of public transit passengers: The roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18(2), 318-325. https://doi.org/10.1016/j.tranpol.2010.09.003
  35. Lee, E. J. (2019, November 6). Over 14,000 coffee shops newly open in Korea a year, 1 out of 10 makes losses. Maeiil Business News Korea. Retrieved from https://pulsenews.co.kr/view.php?year=2019&no=915109
  36. Lee, H., Lee, Y., & Yoo, D. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, 14(3), 217-231. https://doi.org/10.1108/08876040010327220
  37. Lee, W., & Lambert, C. U. (2000). Impact of waiting time on evaluation of service quality and customer satisfaction in foodservice operations. Journal of Foodservice, 12(4), 241-254.
  38. Limayem, M., Hirt, S. G., & Cheung, C. M. (2007). How habit limits the predictive power of intention: The case of information systems continuance. MIS Quarterly, 31(4), 705-737. https://doi.org/10.2307/25148817
  39. Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: What affects customer satisfaction and behavioral intentions?. International Journal of Hospitality Management, 28(3), 338-348. https://doi.org/10.1016/j.ijhm.2008.10.008
  40. Lu, H., & Feng, Y. (2009). A measure of authors' centrality in co-authorship networks based on the distribution of collaborative relationships. Scientometrics, 81(2), 499-511. https://doi.org/10.1007/s11192-008-2173-x
  41. Mahon, D., & Cowan, C. (2004). Irish consumers' perception of food safety risk in minced beef. British Food Journal, 106(4), 301-312. https://doi.org/10.1108/00070700410529564
  42. Mattila, A. S. (2001). Emotional bonding and restaurant loyalty. The Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79. https://doi.org/10.1016/S0010-8804(01)81012-0
  43. McKee, D., Simmers, C. S., & Licata, J. (2006). Customer selfefficacy and response to service. Journal of Service Research, 8(3), 207-220. https://doi.org/10.1177/1094670505282167
  44. Mendez, J. L., Oubina, J., & Rubio, N. (2011). The relative importance of brand-packaging, price and taste in affecting brand preferences. British Food Journal, 113(10), 1229-1251. https://doi.org/10.1108/00070701111177665
  45. Moon, S. J., Costello, J. P., & Koo, D. M. (2017). The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction. International Journal of Advertising, 36(2), 246-271. https://doi.org/10.1080/02650487.2016.1158223
  46. Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. https://doi.org/10.1177/1096348007299924
  47. Nikolich, M. A., & Sparks, B. A. (1995). The hospitality service encounter: The role of communication. Hospitality Research Journal, 19(2), 43-56. https://doi.org/10.1177/109634809501900205
  48. Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
  49. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430. https://doi.org/10.1086/209358
  50. Olsen, M. D., & Connolly, D. J. (2000). Experience-based travel: How technology is changing the hospitality industry. Cornell Hotel and Restaurant Administration Quarterly, 41(1), 30-40. https://doi.org/10.1016/S0010-8804(00)88883-7
  51. Ozer, E. M., & Bandura, A. (1990). Mechanisms governing empowerment effects: A self-efficacy analysis. Journal of Personality and Social Psychology, 58(3), 472-486. https://doi.org/10.1037/0022-3514.58.3.472
  52. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
  53. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  54. Park, M. (2019, July 15). Domestic coffee industry nears 7 bln won as demand for premium coffee soars. The Korea Bizwire. Retrieved from http://koreabizwire.com/domestic-coffee-industry-nears-7-billion-won-as-demand-for-premium-coffee-soars/140671
  55. Petrick, J. F., & Backman, S. J. (2002). An examination of the determinants of golf travelers' satisfaction. Journal of Travel Research, 40(3), 252-258. https://doi.org/10.1177/004728750204000303
  56. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
  57. Raajpoot, N. A. (2002). TANGSERV: A multiple item scale for measuring tangible quality in food service industry. Journal of Foodservice Business Research, 5(2), 109-127. https://doi.org/10.1300/J369v05n02_08
  58. Rai, A. K., & Srivastava, M. (2012). Customer loyalty attributes: A perspective. NMIMS Management Review, 22(3), 49-76.
  59. Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311-322. https://doi.org/10.1037/0022-3514.38.2.311
  60. Rust, R. T., & Oliver, R. L. (Eds.). (1993). Service quality: New directions in theory and practice. Thousand Oaks, C.A.: Sage Publications.
  61. Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. https://doi.org/10.1108/09596111211206141
  62. Sharma, N., & Patterson, P. G. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, 13(2), 151-170. https://doi.org/10.1108/08876049910266059
  63. Shin, C. S., Hwang, G. S., Lee, H. W., & Cho, S. R. (2015). The impact of Korean franchise coffee shop service quality and atmosphere on customer satisfaction and loyalty. The Journal of Business, Economics, and Environmental Studies (JBEES), 5(4), 45-57.
  64. Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628. https://doi.org/10.1108/00070700410553602
  65. Strieter, J. C., Celuch, K. G., & Kasouf, C. J. (1999). Market - oriented behaviors within organizations: An individual-level perspective. Journal of Marketing Theory and Practice, 7(2), 16-27. https://doi.org/10.1080/10696679.1999.11501826
  66. Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247. https://doi.org/10.1177/0010880404265345
  67. Sumaedi, S., Mahatma Yuda Bakti, G., & Metasari, N. (2012). An empirical study of state university students' perceived service quality. Quality Assurance in Education, 20(2), 164-183. https://doi.org/10.1108/09684881211219424
  68. Susanty, A., & Kenny, E. (2015). The relationship between brand equity, customer satisfaction, and brand loyalty on coffee shop: Study of Excelso and Starbucks. ASEAN Marketing Journal, 7(1), 14-27.
  69. Susskind, A. M., & Chan, E. K. (2000). How restaurant features affect check averages: A study of the Toronto restaurant market. The Cornell Hotel and Restaurant Administration Quarterly, 41(6), 56-63. https://doi.org/10.1016/S0010-8804(00)80023-3
  70. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
  71. Tombs, A., & McColl-Kennedy, J. R. (2003). Social- servicescape conceptual model. Marketing Theory, 3(4), 447-475. https://doi.org/10.1177/1470593103040785
  72. Turner, L. W., & Reisinger, Y. (2003). Cross cultural behaviour in tourism: Concepts and analysis. Oxford, U. K: Butterworth Heinemann
  73. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 60(2), 35-48.
  74. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.1177/002224299606000104
  75. Zhong, Y. Y. S., Busser, J., & Baloglu, S. (2017). A model of memorable tourism experience: The effects on satisfaction, affective commitment, and storytelling. Tourism Analysis, 22(2), 201-217. https://doi.org/10.3727/108354217X14888192562366