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Identifying Differentiating Attributes of Local Coffee Shops in Daegu  

Jeong, Jae-Won (Dept. of Agricultural Economics, Kyungpook National University)
Kim, Seung Gyu (Dept. of Agricultural Economics, Kyungpook National University)
Publication Information
Culinary science and hospitality research / v.21, no.6, 2015 , pp. 312-330 More about this Journal
Abstract
Domestic coffee franchise market in South Korea has been rapidly growing along with developing the global coffee franchises as well as entering domestic franchise companies into the beverage market. Competitions in the markets are getting more accelerated and local franchises and owner-operated coffee shops are losing their market shares gradually as a result. Local franchises and owner-operated coffee shops in Daegu, however, are notable in that they are maintaining the competitiveness in the markets. This is a unique phenomenon, which deserves to be analyzed to identify the successful attributes as a case study. Important Performance Analysis (IPA) method has been employed for analyzing and its gap(i.e., difference between importance and performance) analysis shows that the price and quantity of coffee are the most important differentiating attributes of local and owner-operated coffee franchises in Daegu.
Keywords
coffee franchises; coffee shops; differentiating attributes; Important-Performance Analysis(IPA); gap analysis;
Citations & Related Records
Times Cited By KSCI : 12  (Citation Analysis)
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