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The Effect of the Selection Attributes of Coffee Shops on Customer Value and Revisit Intention - Focusing on College students in Busan -  

Lee, Jong-Ho (Dept, of Foodservice Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.20, no.3, 2014 , pp. 171-185 More about this Journal
Abstract
This research investigates the causal relationships between the selection attributes of coffee shops and customer value and revisit intention. To do this, the statistics programs SPSS 18.0 and AMOS 18.0 were used targeting 218 college students from three universities (K, D, Y) in the Busan area. Frequency analysis, explanatory factor analysis, confirmatory factor analysis, correlation analysis, and structure model analysis for hypothesis verification were conducted to analyze the data. Based on the results of exploratory factor analysis, five factors were drawn as quality of coffee, indoor environment, service, discount, and brand. Model fidelity and validity was confirmed by implementing the confirmatory factor analysis. In addition, results of structure model analysis confirmed partial relationships among the selection attributes of the college students regarding coffee shops, customer value, and revisit intention. Furthermore, a positive relationship between customer value and revisit intention was also confirmed. Thus, this research suggests that coffee shop managers should manage in a way that customers may acknowledge the value of the expenses they pay.
Keywords
college students; coffee shops; selection attributes; customer value; revisit intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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