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http://dx.doi.org/10.5392/JKCA.2011.11.5.449

Effects of Reusing and the Recommendation Depending on the Satisfaction Rate of Coffee Shop Service Quality  

Kwon, Dong-Keug (성덕대학 호텔관광외식과)
Publication Information
The Journal of the Korea Contents Association / v.11, no.5, 2011 , pp. 449-465 More about this Journal
Abstract
The purpose was to contribute substantially in terms of marketing strategic planning and implementation of coffee shops. Additionally, the target was set as the favorite coffee shops on the basis of the young people. Through the IPA Matrix, subdividion variable was derived and by using the variables in each quadrant, tested the variables that have significant effect on satisfaction, reuse, and recommendation intentions. The study results showed that there was a significant difference in the importance performance (IPA) difference analysis of coffee shop service quality elements and this proved that empirically, the expectations were different. Additionally, it was evident that there were statistically significant and not statistically significant elements in the relationship between service quality element and the overall satisfaction rate in each elements shown in the IPA. Through this, it was possible to provide the information on what service quality elements to focus and distribute. It was possible to understand that the ultimate goal should be satisfaction since the overall satisfaction positively affects the reuse and intention of recommendation and it was possible to re-confirm the previous studies which stated that overall satisfaction, reuse, and recommendation intentions have a positive influence.
Keywords
Coffee Shops; Service Quality; Importance-performance; Customer Satisfaction; Re-use(Purchase); Intension of Recommendation;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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