• 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.

• 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.

• Asia Marketing Journal
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• v.14 no.3
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• pp.169-184
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• 2012

All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.

• Korean Institute of Interior Design Journal
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• v.24 no.5
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• pp.78-86
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• 2015

Nowadays, there has been a trend about drinking coffee due to remarkable expansion of market, but the market is occupied by less franchise cafes having a lot of branches, and small private cafes are just few percentage. On other aspects, there will be a good effect of more active economy when private cafes are more active through this domestic situation of market which has the high rate of private business. Therefore, it is necessary to research design of fasade and especially fixed features on private cafes located in Busan Jeonpo cafe street by maketing of sensibility. firstly, there is the analysis about trends and features of fixed factors, and secondly, there is deep analysis about structural. and decorated factors. Furthermore, as a result of the analysis of similarities and differences, the variations in the design of private cafe will be understanded. whenever structural and decorated factors are balanced, for the design is more worthy, there will be formed basis of analysis in trends. In addition, the basic data research which includes anaysis and comparisons in structural and decorative factors will be used to improve appropriate design.

• The Korean Journal of Food And Nutrition
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• v.34 no.6
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• pp.593-603
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• 2021

In this study, Korean Hallabong produced in Jeju Island and coffee were grafted to prepare coffee containing Hallabong extract and the nutritional components were analyzed. As the amount of Hallabong extract increased, the water content and total polyphenol content increased. However, the crude flour, crude protein, and total flavonoid content decreased significantly. The selenium content per 100 g was 91.28 mg in the 1% Hallabong group, and the iron content was 6.84 mg in the 3% Hallabong group. As the content of Hallabong extract in coffee increased, the L-value (brightness) and b-value (yellowness) increased, but the a-value (redness) showed a tendency to decrease. In the case of DPPH(2,2-Diphenyl-1-picrylhydrazyl) radical scavenging activity, the group containing 9% of Hallabong extract showed the highest value at 47.20 μmol/g of TEAC. In particular, the ABTS(2,2'-Azino-bis(3-ethylbenzothiazoline-6-sulfonate)) and DPPH radical scavenging activity were significantly increased from coffee powder containing 6% or more of Hallabong extract(p<0.05). The caffeine content decreased as the amount of Hallabong extract added to coffee increased. Therefore, when making powder coffee with Hallabong extract added, it is recommended to set the content of Hallabong extract to 6%.

• Journal of Korean Society of Occupational and Environmental Hygiene
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• v.30 no.2
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• pp.236-248
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• 2020

Objectives: The purpose of this study was to evaluate the concentrations of particulate matter generated during coffee roasting and to study various factors affecting the concentrations. Methods: Differences in concentration levels were investigated based on various factors to understand the emission rates of particulate matter over time and to compare the mass and number concentrations according to their size. Sampling was performed in closed laboratories without the operation of air conditioning or ventilation. Optical Particle Sizer(OPS) was used as a measuring device. An OPS measures using a light-scattering method. Sampling was performed for sixty minutes at one-minute intervals. The background concentration was measured for about 30 minutes before starting of coffee roasting. The concentrations of particulate matter generated during coffee roasting were monitored until roasted coffee beans were removed from the roaster and cooled down. Several factors affecting the concentrations of particulate matter were investigated, which includes the origins of green beans, the roasting level, and the input amount of green beans. Results: The results of this study may be summarized as follows: 1) There was no difference in particulate matter concentration levels by the origin of the green beans, but a statistically significant difference in concentration levels by roasting level and the input amount of green beans; The higher the roasting level, the higher was the particulate matter concentration. The more green beans we put in the roaster, the higher were the concentrations; 2) The PM10 mass concentrations increased over time. The average concentration after roasting was higher than the average concentration during roasting; 3) In the distribution of mass and number concentration by particle diameter, the majority of particles was below 2.5 ㎛. Conclusions: Persons who work in roastery cafes can be exposed to high concentrations of particulate matter. Therefore, personal exposure and risk assessment should be conducted for roastery cafe workers.

• Journal of the Korean Society of Floral Art and Design
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• no.45
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• pp.31-46
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• 2021

With the advent of the post-COVID19 era, people must maintain social distancing to quarantine. However, this rule deprives people of freedom. Therefore, this study proposes a new normal plan for urban park design using drive-thru to recreate space for people to maintain and enjoy their previous lives while complying with quarantine rules. Olympic Park has a large floating population, and is one of the places where drive-thru is available. Therefore, the study designed this place to be the only cafe that could be operated if other cafes were shut down due to social distancing. The cafes in the park were designed into five spaces based on Olympic Park's flag motifs. The results were as follows. The cafe's name is CUPPY (Cup+Coffee), while each logo letter is expressed using the colors of the Olympic flag: blue, yellow, black, green, and red. The cafe spaces were divided into five continents (Europe, Asia, Africa, Oceania, and America), as symbolized by the Olympic flag, with the driving route shaped like the Olympic logo to match the five spaces. Human beings need change and adaptation in various fields to live in a post-COVID19 era that they have never experienced before. Just as the New Normal changes with time, and should, research is essential for presenting a New Normal in urban park design that reflects this disaster situation following the COVID-19 crisis. On this very point, we expect that this research will serve as a reference for urban park design. Additionally, it is believed that continuous suggestions and research will be necessary to apply the model to more diverse environments.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.25 no.7
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• pp.946-954
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• 2021

Since COVID19 virus has been occured, variety steps of the quarantine guidelines were enacted. In step 2.5, eating in a cafe was prohibited and only takeout was permitted, but the government has changed several rules. So now people can have a dissert or coffee in the cafe. Though the government adviced available staying time as 1 hour, it is not obeyed often except superstore, and even the management depends on handwriting. In this paper, we implemented a blockchain system to use for this case. This system is implemented with using hyperledger fabric, the blockchain framework which is made by IBM. For a test, 1 organization is in the system and chaincode is installed to the organization to run the system. We expect the certain effect to the quarantine via this system. Moreover, we will develop an application by using this system as a backend.

• Journal of East-Asian Urban History
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• v.2 no.1
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• pp.27-63
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• 2020

The emergence of coffee shops and other public spaces in modern Shanghai shows the appearance of the "mass" centered on the middle class. Furthermore, we can further explore the different development paths of the publicity of modern Chinese urban society. The emergence of new public leisure spaces, such as cafes, provides a model of modern life style and a stage of daily publicity for the middle class in Shanghai. With the convenience provided by this kind of public space, people are able to clean up their old opinions and be better at accepting new ideas. A more sensitive and flexible public opinion of Enlightenment has gradually formed in urban life.

• Journal of Korean Living Environment System
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• v.24 no.5
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• pp.654-664
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• 2017

The use of environmentally friendly finishing materials allows us to create a space where we can feel nature and to have stability and peace in the city center. In this paper, we examined the sensitivity of people to the three café spaces where wooden finishing materials are used in the space elements that change according to people's demands for environmentally friendly space due to pollution of living environment. First, we examined the wood and finishing materials and emotional vocabulary through literature review and previous research. Second, the values of L ^*, a ^*, b^* and sR, sG and sB values were extracted by using a line spectrophotometer (Ci6X). Third, we conducted a 7 - point scale questionnaire based on the extracted 13 pairs of emotional vocabulary. Using SPSS 21, frequency analysis by descriptive statistics, crossover analysis by visiting purpose and intention, and emotional lexical factor analysis were performed. Through the study, the following points were found. First, CB (The Coffee Bean), SB (Starbucks) and HS (Hollys Coffee) showed differences in CB (65%), SB (40%) and HS (37%) in the spatial analysis. Second, CB gave color similar to the color of wall and furniture wood, but HS changed the color or brightness of wood finishing color of furniture. HS or SB showed favorable use of wood color scheme. Third, SB (26.3%) and HS (19.7%) were selected by taste. Fourth, there were differences in the items of CB, 'local-exotic' and SB 'dark-bright' in the factor value. The use of wood finishing materials differed in the atmosphere evaluation depending on the spatial factors and the color of the furniture. However, in this study, there are many factors that are insufficient in the accuracy of the ratio of the applied wood finishing material to the space element and the amount of the survey. If we further study the evaluation of emotional image according to the ratio of wood finishing materials, we think that it is necessary to study now that interest in environmentally friendly is increasing.