Browse > Article
http://dx.doi.org/10.7318/KJFC/2017.32.5.421

Effects of Chinese Resident's Perceptions of Quality Attributes on Customer Satisfaction, Revisit Intention and Recommendation Intention at coffee Shops in Beijing, China  

Li, Miao Miao (Major of Food and Nutrition, Graduate School, Chungbuk National University)
Lee, Young Eun (Department of Food and Nutrition, Chungbuk National University)
Youn, Do Kyung (Department of Food Service Industry, Jangan University)
Publication Information
Journal of the Korean Society of Food Culture / v.32, no.5, 2017 , pp. 421-436 More about this Journal
Abstract
This study was conducted to examine the effects of Chinese perceptions of quality attributes on customer's satisfaction, revisit intention and recommendation intention for coffee shops in Beijing, China. Subjects of this study included 200 customers who had visited a coffee shop at least once during the last year. Statistical analyses were performed using SPSS v23.0 and AMOS v21.0. In this study, the majority of customers visited a coffee shop once or twice a week with friends. Respondents preferred tall-sized warm coffee in the store. The coffee shop quality attributes of were derived from five exploratory factors identified upon analysis of 30 observational variables. It was important to maintain and strengthen the quality attributes of coffee shops in this area because IPA(Importance Performance Analysis) analysis showed that "Doing great, keep it well" part was a desirable area because it had high importance and performance. Finally, path analysis revealed that customer satisfaction was influenced by employee attitude and affected revisit intention and recommendation intention.
Keywords
Customer's satisfaction; revisit intention; recommendation intention; brand coffee shops; China;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Bae BR. 2011. Structural equation modeling with Amos 19: principles and practice. Chungnam, Korea, pp 3-47
2 Bae BR. 2014. Structural equation modeling with LISREL 9.1: principles and practice. Chungnam, Korea, pp 134-145
3 Bae BR. 2014. Amos 21 Structural equation modeling. Book Publication, Korea, pp 2-399
4 Choi YS. 2009. A study on university students' coffee shop use in the Seoul area. Culi Sci & Hos Res., 15(1):287-295
5 Gang S. 2011. Perceived importance and satisfaction attributes of coffee shop by the different brands-focused on Starbucks, Cafebene, Angel-in-us. Masters degree thesis, Sejong University, Korea
6 Guo ZW. 2016. A study on China Fujian province of effect of cafe selection attributes on customer's behavioral intentions. Masters degree thesis, Sejong University, Korea
7 Hart C, James WL, Heskett L, Earl SW. 1990. The profitable art of service recovery. Harvard Bus Rev., 68(4):149-156
8 Ha R. 2012. A study on the activation devices of coffee market in China. Master's degree thesis, Sejong University, Korea
9 Hoo Y. 2013. A comparative study of consumer's utilization satisfaction and preferred factors of the coffee shop between Korean and Chinese university students in Korea. Master's degree thesis, Konkook University, Korea
10 Ha C. 2014. Research on the consumers behavior in China's coffee market. Master's degree thesis, Kyunghee University, Korea
11 Jo MN. 2013 Importance- performance analysis of quality attributes of coffee shops and a comparison of coffee shop visits between Koreans and Mongolians. J Korean Soc Food Sci Nutr., 42(9):1499-1512   DOI
12 Joong Ang Daily. Market size of coffee service industry in Korea. Available from: http://news.joins.com/article/21847771, [accessed 2017.08]
13 Kim SW. 2010 Application of SPSS/AMOS. Hakjisa, Korea, pp 10-121
14 Kim WS, Oh KN, Lee YH, Cho KO. 2002. Marketing strategy for service quality improvement of specialty Starbucks coffee shop. Foodservice Manag Soc Korea., 5(1):3-22
15 Kim YO. 2003. A study on the choice attributes and customer satisfaction of a take-out coffee shop. Culi Sci & Hos Res., 9(3):141-154
16 Kim JY, Kim HJ, Kim CM. 2009. The influence of service element on customers emotion and loyalty-focused on specialty coffee shop customers. Culi Sci & Hos Res., 15:271-286
17 Kang YH. 2011. Implementing customer experience management on specialty coffee store: a focus on customer experience. Master's degree thesis, Yonsei University, Korea
18 Kwak YC. 2014. A study on the positioning strategy of coffee brands in Beijing, China. Master's degree thesis, Daegu University, Korea
19 Kim YJ, Kim KJ, Park KY. 2011. A study on consumer attitude to a coffee shop using the fishbein attitude model- focused on college students in Busan. The Korean J Culi Res., 17(5):30-41
20 Kang BN, Moon SS. 2012. A study on the effect of brand image, trust, commitment and brand loyalty on capital area and non capital area coffee shop-focusing on mediating effect of trust and commitment. Culi Sci & Hos Res., 18(1):182-198
21 Kim KH. 2014. A study on consumer satisfaction, recommendation intention, and revisit intention according to the selection attributes of large specialized coffee shops in Busan. J Korean Soc Food Cult., 29(6):549-556   DOI
22 Lee JY. 2010. Parents' satisfaction on foodservices quality of kindergartens in Chungbuk province. J Korean Soc Food Sci Nutr., 30(4):613-623
23 Lv YF. 2013. A study on marketing strategies of Korean coffee franchise companies in China. Master's degree thesis, Woosong University, Korea
24 Park C. 2014. Study of comparison between South Korean and Chinese cultures about brand personality sources: focused on specialty coffee shop Starbuks. Master's degree thesis, Kyunghee University, Korea
25 Liu L. 2013. A study of a causal relation among the speciality brand coffee shop selection, satisfaction and re-visit intention according to the Chinese customer's demographic attributes: focused on the Qingdao, China. Master's degree thesis, Kongju National University, Korea
26 Liu LL. 2014. A study on the influence of individual characteristics of Chinese consumers on preference of coffee shops. Master's degree thesis, Shilla University, Korea
27 Na YS. 2015. Study on China franchise coffees shops choice attributes-focusing on the differences in management style. Master's degree thesis, Gachon University, Korea
28 Park JH. 2008. Analyzing the factor analysis of customer complaint response service and the impact on customer recovery. Master's degree thesis, Kyunghee University, Korea
29 Park SC. 2012. A study on the influence of individual characteristics of consumers in Beijing on preference of coffee shops-focusing on three coffee shops on Beijing Wangjing district. J Chinese Stud., 62:277-306
30 Pyo JH. 2012. Severity and controllability of coffee shop customer's perceived service failure influencing on switching intention: Focused on the moderating effect of fairness of service recovery and authenticity. Master's degree thesis, Sejong University, Korea
31 Tax S, Brown S 1998. Recovering and learning from service failure. Sloan Manag Rev., 40(1):75-88
32 Wu J. 2011. Research on tea package-design in traditional chinese tea- concentrating on the Puer tea. Master's degree thesis, Mokwon University, Korea
33 Choi WH. 2016 How customer experience management in the hotel industry can lead to a willingness to pay more. Culi Sci & Hosp Res., 22(7):267-280.   DOI
34 MK Newspaper. New trend for coffee service industry. Available from: http://news.mk.co.kr/newsRead.php?year=2010&no=326915, [accessed 2010.06]
35 Chinabaogao. Expansion of coffee market and customer demand in China. Available from:http://market.chinabaogao.com/shipin/03202L1142017.html, [accessed 2017.03]
36 Joong Ang Daily. Marketing strategy for small serving size of coffee service industry. Available from: http://news.joins.com/article/17138762, [accessed 2015.02]
37 KTV. Korean favorite temperature for drinks. Available from: https://www.youtube.com/watch?v=80a3OyCm3ow, [accessed 2016.07]
38 Linkshop. Coffee service industry in China. Available from: http://www.linkshop.com.cn/web/archives/2017/376530.shtml, [accessed 2017.05]
39 Mail Daily. Short size of Starbucks. Available from: http://www.m-i.kr/news/articleView.html?idxno=152880, [accessed 2015.02]
40 TVBS NEWS. Drive-through service of Starbucks. Available from: http://news.tvbs.com.tw/entry/523355, [accessed 2014.04]
41 Park JH. 2005. A study on making space planing of take-out coffee shops. Korean Inst of Inter Des., 14(2):128-134