• Journal of Regulation Studies
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• v.27 no.1
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• pp.153-188
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• 2018

This paper reviews the literature regarding exclusive territory restraint and encroachment and compares the development of related policies in the United States, the European Union, and South Korea. Furthermore, using coffee franchise industry data in South Korea, this paper analyzes the effects of the exclusive territory restraint on entry and exit of coffee shops. The results show that the growth rates of regulated brands' entry have stagnated during the implementation period of the KFTC's Franchising Best Practice Code. Moreover, the exit rates of coffee shops in two years after its entry decreased under the Best Practice Code and the revised Franchise Law.

• Culinary science and hospitality research
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• v.20 no.2
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• pp.232-245
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• 2014

The purpose of this study is to show that the servicescape influences customers' attitudes and behavior in retail business environments. Based on the findings from the related studies, this study proposed a model which explores how customers' perceptions of sevicescape influence customers' cognitive, affective, and conative attitudes (i.e., brand image, customer satisfaction, and revisit intention) in franchise coffee shops. In order to test the proposed research framework, the data were collected in Daegu and two other cites located in Gyeongbuk province. Descriptive statistics, factor analysis, and a series of multiple regression analysis were utilized in the study. The findings showed that the servicescape of franchise coffee shops significantly affected customers' cognitive, affective, and conative attitudes. In particular, it is found that the affective attitude (i.e., customer satisfaction) was best explained by the servicecape among the three types of attitudes. Marketing implications are also discussed based on the findings.

• The Korean Journal of Franchise Management
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• v.4 no.1
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• pp.25-53
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• 2013

The coffee shop market in Korea has been rapidly increased in quantitative terms over 10 years since the time when Starbucks opened their first shop in 1999. In recent years, the mature market characteristics that the serious competition of the coffee shop brands make the difference in taste or service reduce has been shown in that market. It's important to build the differentiated brand image for the differentiation of products and services and obtaining a price premium in serious competitive mature market. This study presented practical implications based on the results of empirical analysis of current positioning using 'Store Personality Scale.

• Korea Trade Review
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• v.43 no.3
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• pp.27-46
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• 2018

By conducting a survey on Vietnamese customers' attitude towards domestic and international franchise coffee shops, the purpose of this research is to examine the impacts of service quality and customer equity on customer satisfaction, customer trust and customer loyalty. Based on this research's results, solutions for service improvements were considered to help franchise coffee shops improve customer satisfaction, customer trust and customer loyalty. Specific results were as follows. First results suggest that service quality has positive impact on customer satisfaction and customer trust. Secondly, in terms of customer equity, relationship equity has positive impacts on customer satisfaction and customer trust; However, although brand equity has positive impacts on customer satisfaction, it does not affect customer trust. Finally, customer trust has direct and positive influences on customer satisfaction and customer loyalty. Based on these results, this research proposes practical and theoretical implications and limitations for future research.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.8
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• pp.192-199
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• 2016

This article examines the location strategies of coffee franchises in Gyeonggi province. Due to its large population, broad area, and diverse industrial structure, Gyeonggi province is an ideal dataset for empirical testing of the location strategies. We collect the addresses of five major coffee franchises stores, convert them into geographic coordinates using Google Maps Geocoding API, and compute Haversine distances both between stores of the same franchise and between stores of different franchises. This novel approach leads to three discoveries. First, coffee-consuming age population is positively related to the number of stores and more strongly for commercial areas with a large floating population. Second, one third of Starbucks stores have another Starbucks store within a radius of 300m, which empirically confirms the 'Focused Destroy Strategy' of Starbucks that has multiple stores in central business districts. Third, for 80% of Starbucks stores, we can find Ediya stores within 500m, which supports Ediya's 'Next-to-Starbucks Strategy'. Our research methods can be efficiently applied to the analyses of other retail businesses such as convenience stores, fast food restaurants, and mobile phone shops.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.5
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• pp.163-175
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• 2017

The purpose of this study is to find out how to improve the brand image and loyalty of cafe by recognizing that social culture of middle school cafe, which is an important service quality in cafe establishment, emerges as a main characteristic of new coffee business. First, reliability, confidentness, professionalism, accessibility, and socio - culturality of the service quality of coffee specialty shops improve brand image. Confidence and professionalism play an important role in enhancing brand loyalty, and brand image has a significant effect on brand loyalty. Respectively, Among the service quality, social culture has a strong influence on brand image but it is not a direct influence on brand loyalty. Second, in the relationship between brand loyalty of coffee service quality, brand image shows full mediation effect on reliability, partial mediation effect on confidence, professionalism, accessibility, socialcultural property, and mediation effect on response and empathy. Third, as a result of analyzing the moderating effects of coffee shop types on the relationship between service quality and brand image of coffee specialty shops, reliability, confidentiality, and accessibility are positive factors in the nationwide franchise. On the other hand, in the private $caf{\acute{e}}$, professionalism and socio-culturality are the main factors for improving the brand image. In the case of the local franchise, similar to the franchise in the country, the improvement of service quality for responsiveness and professionalism is a positive factor Respectively. As a result, nationwide franchise $caf{\acute{e}}s$ have priority in enhancing brand image and brand loyalty through accessibility and assurance of service quality. On the other hand, in case of local franchise $caf{\acute{e}}$, it can be seen that the service quality is enhanced and the brand image and brand loyalty can be further improved through service professionalism and accessibility. On the other hand, regional cafes are more important than national franchises or local franchise cafes, and a strategy to enhance customer loyalty is needed through service strategies emphasizing socio - cultural aspects.

• Proceedings of the Korea Information Processing Society Conference
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• 2014.11a
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• pp.676-678
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• 2014

본 논문에서는 개별 독립 점포의 가맹점화를 위한 소프트웨어를 설계한다. 다양한 서비스 산업 분야 중에서 커피 전문점을 예로 들어, 독립 점포가 기업 형 프랜차이즈 업체에 대항할 경쟁력을 지닐 수 있도록 하는 비즈니스 모델을 제안하고, 이런 모델이 필요로 하는 프로그램의 요구사항을 도출하고 이를 구현할 데이터베이스의 논리적 설계를 제안한다.

• The Journal of the Convergence on Culture Technology
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• v.8 no.3
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• pp.183-189
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• 2022

COVID-19 is also influencing the coffee industry. This will increase untact consumption, a new consumption trend. Consumption utilizing online channels and delivery service applications that represent untact consumption is becoming commonplace. The coffee industry is also increasingly using coffee shops with drive-through and smart ordering systems that can be ordered with minimal contact. While most of the untact services are preempted at franchise stores, many independent coffee shops still offer differentiated services by communicating directly with customers. However, along with the prolonged COVID-19 infection, coffee shops in the present era, which cannot be free from infectious diseases, have no choice but to worry about delivery services. Therefore, this study analyzed the factors that influence coffee delivery services. Research results due to the influence of COVID-19, regular delivery services have increased along with coffee delivery services. Regular delivery services will play a central role in coffee delivery services due to increased use of home cafes by consumers who want to enjoy coffee in various ways.

• The Korean Journal of Franchise Management
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• v.5 no.2
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• pp.5-23
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• 2014

In order to examine the effects of self-congruity on functional congruity, brand attitude and behavioral intention in name-brand coffee shops, this study attempted to examine the self-congruity in two types which are nonsocial-type SC and social-type SC. The results showed that self-congruity had positive significant effects on functional congruity and nonsocial-type SC influenced to functional congruity more than social-type SC. Also, these two types of self-congruity didn't have direct significant effects on brand attitude. But it had significant effects on brand attitude through the functional congruity. Finally, brand attitude positively impacted on behavioral intention. These findings provide managers in name-brand coffee shops with strategies for implementing more effective brand image building as well as focusing on satisfying customer's functional congruity.

• Culinary science and hospitality research
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• v.16 no.2
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• pp.155-169
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• 2010

Only specialized coffee stores which have a competitive power will survive in the future and what matters is that how well they satisfy customers. A variety of costumers regard their individuality as important and prefer the store which meets their value. Therefore, managers should have a marketing strategy which comes up to customers' expectations with a clarified concept. In this respect, this study focuses on the structure of a specialized Japanese coffee store system which is similar to that of Korea and its changing process. The purpose of this paper is to present an ideal strategy for a specialized Korean coffee store system after investigating Japanese various kinds of coffee, their developmental process, and the Japanese coffee market trend. According to this results, Korean studies on coffee are just focusing on the quality of services. Therefore, it is necessary to study the scale of stores, the classification between domestic coffee stores and those of foreign enterprises, and the comparative analysis of both individual coffee stores and franchised coffee stores.