• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2005년도 춘계학술발표대회 논문집
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• pp.126-131
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• 2005

As our domestic Espresso Coffee Shops are in pursuit of professionalization and various coffee tastes, their sales will have been on increase. Now coffee market is getting more mature. Reflecting sensitivity of 20 to 30 generations, the domestic coffee shops provide them with best space for rest and conversation with stream of industralization and professionalization of the contemporary society. Based on such a situation, our research institute aims at studying how the interior designs put influence on marketing. Among the domestic franchise coffee shops, we will have researched Rosebud, Starbugs, Davinci which have more 50 chain stores throughout the country, This study aims to suggest a direction for interior design of brand coffee shop by analyzing brand coffee shops and style that customers prefer.

• 동아시아식생활학회지
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• 제22권5호
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• pp.701-710
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• 2012

The purpose of this study was to classify customer's satisfaction of coffee shops in term of economic and non-economic satisfaction, as well as to examine the effects of coffee shops image on customer's economic and non-economic satisfaction and customer brand loyalty. For this purpose, we collected data from 301 coffee shops, as well as from customers who visited brand name coffee shops in Seoul, Korea. The result of this CFA shows that this study was valid and reliable. Our findings were as follow: (1) Product and accessibility image of coffee shops influenced customer's economic satisfaction, whereas facility and staff image did not. (2) The effects of product, facility, staff and accessibility image on customer's non-economic satisfaction were significant. (3) Coffee shop image was not influenced by brand loyalty. (4) Economic and non-economic satisfaction had a significant impact on brand loyalty.

• 동아시아식생활학회지
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• 제20권5호
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• pp.812-822
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• 2010

This study explored choice attributes in specially coffee shops and examined the relations between choice attributes and positive emotions customers felt in specially coffee shops. The study also attempted to find differences in choice attributes and positive emotions according to general characteristics of customers and coffee-drinking behavior. Measured items were derived from preliminary interviews and a literature review. Questionnaires were distributed to customers in Seoul who had visited a specially coffee shop in the last 3 months. The derived factors of choice attributes were 'taste of coffee and atmosphere', 'brand', 'price benefit', 'pleasant space', and 'coffee itself. Among those, the two factors 'taste of coffee and atmosphere', and 'brand' had a statistically significant influence on positive emotions of customers. This implies that specially coffee shop customers have primarily emotional rather than utilitarian motivations. Therefore, to better satisfy customers' desires, more effort is needed to improve the physical environment in coffee shops. Female and younger customers showed higher perception of price benefits than others did. The perception of price benefits and pleasant space mainly varied by the location of coffee-drinking and frequency of visiting specially coffee shops. Further differences in positive emotion according to general characteristics and behaviors of having coffee also discussed.

• 경영과정보연구
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• 제32권1호
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• pp.273-287
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• 2013

커피전문점 시장 규모가 증가하고 커피에 대한 소비자의 수요가 나날이 확대되어 가고 있다. 본 논문은 사례 연구를 통해 커피전문점의 제품 및 서비스 품질개선 방안을 제시하고자 한다. 커피전문점 서비스에 대한 고객 요구사항을 파악하기 위하여 SERVQUAL을 채택하여 문제에 맞게 수정하였다. 고객의 요구사항을 제품 및 서비스 설계특성에 효과적으로 반영하고자 하는 노력으로 품질기능전개 기법을 도입하였다. 본 논문은 사례 연구를 통해 3개 커피전문점에 대한 시장 경쟁력을 먼저 파악하고, 품질기능전개를 이용하여 제품 및 서비스 설계특성의 품질개선 방안을 도출해내고자 한다.

• 한국프랜차이즈경영연구
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• 제12권3호
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• pp.21-34
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• 2021

Purpose: As the visual expression cue that can easily reveal and imprint the brand image to consumers becomes more important, franchise coffee shops are making various efforts to establish design elements and brand identity. Therefore, the purpose of this study is to examine the structural model between design elements, brand identity, brand association, brand personality, and brand image of franchise coffee shops from various angles, and to suggest a plan for using visual elements makes a brand image on the franchise in the future. Research design, data, and methodology: This study tests the structural relationship between design elements, brand identity, brand association, brand personality, and brand image of franchise coffee shops. design elements are divided into three attributes (interior design, product design). And brand identity is divided into two attributes (brand name, brand symbol/logo). In order to achieve the purposes of this research, research model and hypotheses were developed based on previous researches. All constructs were measured with multiple items developed and tested in the previous studies. The data were collected from 380 customers who visited franchise coffee shops and were analyzed through SPSS 26.0 and SmartPLS 3.0 statistical package program. Result: As a result of this study, first, it is confirmed that product design has a positive effect on brand association toward coffee shops. Second, interior design and product design have a positive effect on brand personality. Third, all brand identity have a significant positive impact on brand association and brand personality. Finally, brand association and brand personality of coffee specialty shops have a positive effect on brand image. Conclusions: The following implications of this study are as follows. This study is confirmed that there is an effect of design elements attributes and brand identity attributes on brand association and brand personality. And, the brand image was found to be influenced by brand association and brand personality. This suggests that it can be used to establish visible marketing strategies for franchise coffee shops. Therefore, it is necessary to further improve efforts to raise the level of the brand image through visual factors such as unusual interior design, product packages.

• 한국조리학회지
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• 제24권2호
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• pp.1-7
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• 2018

This study aims to find what attributes of consumer satisfaction are more important when consumers choose coffee shops. Factors when customers choose coffee shops that are considered to be more crucial, such as taste, price, brand, and atmosphere, were tested and also relations between satisfaction and revisit were studied. As a result, factors as 'taste', 'price', 'brand', and 'atmosphere' were found to significantly affect satisfaction; in addition, the path that satisfaction leads to revisit was found to be significant. However, consumers' coffee shop selection attributes differed depending on their psychological consumption value. The path-coefficients from taste and price to satisfaction were more significant in the function-oriented group, meanwhile the path-coefficient from brand to satisfaction was significant in the emotion-oriented group (+) and the function-oriented group (-). The results of this study suggest attributes of selecting coffee shops and provide meaningful implications of consumer value when they choose the attributes.

• 동아시아식생활학회지
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• 제19권4호
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• pp.503-514
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• 2009

The purpose of this study were to analyze the importance and satisfaction toward franchise coffee shops and general coffee shops by university students according to their patronage type; and to provided ideas and marketing strategies to increase sales through IPA(Importance-Performance Analysis). University students in Daegu were surveyde from May 12, 2009 to May 30, 2009. The IPA results presented the following quality attributes, by gender, that should be quickly improved at franchise-coffee shops & general-coffee shops being recognized for a brand', 'easy to find', 'operational methods', 'variety of coffee menu', 'amount of coffee served', 'variety of side menu', 'external appearance and a signboard', 'parking', 'a scale of shop', and 'type of coupons'.

• 식품과학과 산업
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• 제53권4호
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• pp.397-409
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• 2020

Coffee, which has spread from Ethiopia to Arabia, Europe and then to Korea, has become the most beloved beverage among today's Korean people. After liberation, instant coffee was first introduced to Korea through the U.S. military, and coffee became popular in earnest. In the 1970s, Dongsuh Foods led localization of coffee by mass-producing instant and regular coffee, and in the 1990s, coffee shops replaced teahouses. After the 1997 financial crisis, office workers made coffee on their own as companies downsized on secretarial staff, leading to a further growth in instant coffee mix market. In 1999, the first foreign brand Starbucks was introduced to Korea and the culture of takeout espresso coffee took off. As consumers' preferences of coffee constantly evolve, the demand for high-quality specialty coffee has emerged, individual roasters have grown in order to meet the demand, and a viral marketing through SNS has been used as a growth engine. In 2020, the spread of coronavirus(COVID-19) is affecting the global coffee market. As many offices, coffee shops, and restaurants practice social distancing, out-of-home sales such as coffee shops have decreased, whereas sales for a takeout coffee and home-café products have increased.

• 한국식생활문화학회지
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• 제32권5호
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• pp.421-436
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• 2017

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.

• 동아시아식생활학회지
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• 제27권4호
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• pp.431-441
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• 2017

The purpose of this study was to analyze the effect of consumers' perceived brand benefits toward brand coffee shops on continuous purchase intentions as well as the mediating effect of brand trust. The survey was conducted on coffee consumers aged 20~40 years living in Seoul and who visited brand coffee shops exposed as product placement (PPL) in TV dramas. Out of 400 questionnaires distributed to consumers, 381 questionnaires (95.3%) were analyzed. Consumers were more interested in places (60.1%) than the products (39.9%) of the coffee shops exposed as PPL. Over half (54.6%) of the respondents showed a positive attitude towards coffee shop PPLs. All three brand benefits perceived by consumers (functional, symbolic, and empirical) had significant positive effects on brand trust and continuous purchase intention. In particular, symbolic benefit has the greatest impact on continuous purchase intention towards the brand. Brand trust had a mediating effect between perceived brand benefits and continuous purchase intentions. Therefore, it is necessary to focus on enhancing the perceived symbolic benefit of the brand to effectively maintain customer relationships. The results suggest that when planning positioning concepts, considering the importance of brand benefits is the best way to increase the competitiveness of coffee shop brands.