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Concept Mapping Analysis of Customers' Cafe Experience  

Shin, Seo-Young (Dept. of Food & Nutrition, Seoil University)
Cha, Sung-Mi (Dept. of Agrofood Resources, Rural Development Administration)
Chung, Ji-Yoon (Dept. of Food & Nutrition, Yonsei University)
Publication Information
The Korean Journal of Food And Nutrition / v.23, no.1, 2010 , pp. 94-101 More about this Journal
Abstract
Concept mapping was used to understand the structure of customer's cafe experience. In January and February, 2009, interviews were conducted with 26 subjects residing in the Seoul-Gyeonggi area. One hundred-two statements describing cafe experience were extracted from the interview transcripts, and were sorted and rated for their importance. Concept mapping software was used to generate a concept map denoting seven dimensions of cafe experience('comfort', 'place of my own', 'pleasant atmosphere', 'personal coffee preference', 'service', 'uniqueness', and 'value'). The results provided meaningful dimensions of cafe customers' experience, which ought to be considered when planning a cafe.
Keywords
cafe; cafe customers; experience; concept mapping;
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Times Cited By KSCI : 2  (Citation Analysis)
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