Browse > Article
http://dx.doi.org/10.5720/kjcn.2011.16.4.511

Korean and Chinese University Students' Importance and Performance Analysis for Quality Attributes by Coffee Type in Daejeon  

Kim, Hye-Young (Graduate School of Education, The Catholic University of Korea)
Chung, Hye-Kyung (Department of Nutrition Services, Gangnam Severance Hospital, Yonsei University College of Medicine)
Lee, Hae-Young (Department of Food and Nutrition, Sangji University)
Publication Information
Korean Journal of Community Nutrition / v.16, no.4, 2011 , pp. 511-524 More about this Journal
Abstract
The purposes of this study was to investigate importance and performance for coffee quality attributes in Korean and Chinese university students by 3 types of coffee; coffee in coffee houses, coffee in vending machines and canned/bottled coffee. Survey was done for 360 students in Daejeon with developed questionnaires including general information, favorite type of coffee and 15 quality attributes of coffee. Finally, data from 168 Korean and 126 Chinese university students was used for statistical analysis by SPSS 18.0 package program. Results of this study were as follows: for favorite type of coffee, the rates of coffee in coffee houses, coffee in vending machines and canned/bottled coffee were 43.0% 34.8% and 22.2% in Korean students and 8.7%, 78.0%, and 12.2% in Chinese students, respectively. Comparing Chinese students and Korean students showed higher importance for several quality attributes of coffee in coffee house (p < 0.05), but lower importance for most quality-attributes of coffee in vending machine (p < 0.05) and canned/bottled coffee (p < 0.05). According to importance and performance analysis, strategies for increasing satisfaction were to improve 'price' of canned/bottled coffee in Korean students, and 'taste', 'volume', 'concentration' and 'variety' of canned/bottled coffee and 'freshness' of coffee in vending machine in Chinese students. These results suggested that differentiated marketing plans between Korean and Chinese university students should be needed in coffee industry.
Keywords
coffee; importance; performance; Korean university students; Chinese university students;
Citations & Related Records
Times Cited By KSCI : 10  (Citation Analysis)
연도 인용수 순위
1 The Chosunilbo (2011): Private colleges lure poorly qualified Chinese students. Available from http://news.chosun.com/site/ data/html_dir/2011/04/04/2011040400188.html [cited 2011 June 20]
2 The Korea Economic Daily (2003): 'A boom' of franchise store location in campus. Available from http://www.hankyung.com/ news/app/newsview.php?aid=2003051890411&intype=1 [cited 2011 June 20]
3 Kim SS, Kim BK, Park JO (2006): Identification of selection attributions and assessment of brand equity of take-out coffee shops using conjoint analysis. J Foodservice Management 9(4): 49-69
4 Kim WS, Oh KN, Lee YH, Cho KO (2002): Marketing strategy for service quality improvement of specialty Starbucks coffeeshop : A case study. J Foodservice Management 5(1): 3-22
5 Kim YO (2003): A study on the choice attributes and customer satisfaction of a take-out coffee shop. Korean J Culinary Research 9(3): 141-154
6 Ko JY, Seo HJ (2009): A study on the selection attribute of coffee consumer's. Hotel Resort Research 8(2): 23-41
7 Korea Centers for Disease Control and Prevention (2008): The forth Korea National Health and Nutrition Examination Survey (KNHANES IV). Seoul, p.127, p.143
8 Korea Joongang Daily (2007): Visiting specialty coffee shops that is hitting university campuses. Available from http://article.joinsmsn.com/news/article/article.asp?total_id=2675242 [cited 2011 June 20]
9 Lee YN, Kim JY (2009): Differences in purchase behavior and choice attributes according to characteristics of specialty coffee shop customers. J East Asian Soc Dietary Life 19(2): 265-277
10 Martilla JA, James JC (1977): Importance-performance analysis. J Marketing 37(1): 77-79
11 Park KH, Yoon JH (2006): Coffee SERV : Multiple-item scale for measuring service quality of specialty coffee shop. J Foodservice Management 10(2): 249-265
12 Seo GH, Shin MJ (2006): Importance and satisfaction with the service of Korean restaurants for Japanese and Chinese students in Korea. J East Asian Dietary Life 16(6): 753-762
13 Shin SY, Chung LN (2007a): Analysis of customer perception for quality attributes according to consumers' coffee consumption types. Korean J Food Culture 22(6): 748-756
14 Shin SY, Chung LN(2007b): The preference and frequency of beverages related to health factor in university students. Korean J Food Culture 22(4): 420-433
15 Sohn KH, Lee MJ, Min SH, Lee HJ (2000): A study on the factors affecting the consumption of coffee and tea among female in Seoul. Korean J Food Culture 15(5): 398-412
16 Ha KH (2010): Survey of Korean food acknowledgement and preference by Chinese students in Daejeon. Korean J Food & Nutr 23(2): 186-195
17 Ha TS, Park MH, Choi YS, Sho SH (1999): A study on beverage consumption pattern associated with food and nutrient intakes of college students. J Korean Diet Assoc 5(1): 21-28
18 Han ES, Rho SN (2004): An analysis of consumption and preferences of the Korean traditional drinks by women in different age groups. J East Asian Soc Dietary Life 14(5): 397-406
19 Jiang L (2010): Comparison of salty taste assessment and eating behaviors among university students in Daegu, South Korea and in Shenyang, China. MS thesis, Kyungpook National University, pp.65-68
20 Jung HY, Jeon ER (2011): Preference for Korean food and satisfaction of dormitory foodservice by Chinese students studying at Mokpo National University. J Korean Soc Food Sci & Nutr 40(2): 283-289   DOI
21 Jung YW (2006a): A study on the factors of customer satisfaction and customer loyalty in coffee houses. Korean J Culinary Research 12(4): 1-17
22 Jung YW (2006b): A study on the positioning strategy of coffee house. Hotel Management Research 15(1): 269-289
23 Kang SY (2007): Coffee : Trends in 2006 and forecasting 2007. Food Industry 195(1): 37-45
24 Khoe KI, Sul WS (2008): A study on the entering strategies of Korean traditional food in Chinese market. Korea Food Marketing Research 25(2): 125-152
25 Kim HA (2008): Importance-performance analysis of service quality of in campus specialty coffee shop. J Korean Soc Food Sci Nutr 37(8): 1069-1078   DOI
26 Kim HB, Lee JW, Ro YJ (2007): Impacts of choice attributes on customer loyalty in the coffee-shop restaurant. J Foodservice Management 10(4): 237-252
27 Kim HJ (2004): The survey of beverage preference and sales trends. MS thesis, Sookmyung Women's University, pp.8-9
28 Kim KH, Kim KM (2010): A study on Chinese consumers' Korean food consumption behavior based on food-related lifestyle. Korea Food Marketing Research 27(1): 41-62
29 Byun GI, Lee SY, Cho WJ (2009): Study on the importance and customer satisfaction of coffee-shop type according to the choice attributes by university students : Focused on Daegu. J East Asian Soc Dietary Life 19(4): 503-514
30 Choi JO (2000): The current analysis of consumer behaviors using the coffee vending machine. MS thesis, Andong University, p.39
31 Choi YS, Kim YT, Jhee OH (2009): A study on university students' coffee shop use in the Seoul area. Korean J Culinary Research 15(1): 287-295
32 Green CG (1993): Using customer survey data to develop marketing strategies in college/university food services. J College & University Food Service 1(1): 39-51