• Culinary science and hospitality research
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• v.20 no.5
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• pp.111-118
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• 2014

This study sought to describe the relationships among physical environment, self-congruity, positive emotion, and revisit intentions in the coffeehouse setting. This study adopted second-order factor of physical environment in a structural equation model, imploying trend(fashion), cleanliness, reliability, spatial, convenience, and appropriacy as the second-order factors. The conceptual model in this study used responses from 338 college students who visited coffeehouse at least once in the past month. The proposed relationships were analyzed using SPSS 20.0 and AMOS 6.0. The results of data analysis indicated that the six secondorder factors of physical environment significantly affected coffeehouse visitor's self-congruity and positive emotion, and self-congruity as well as positive emotion significantly influenced revisit intentions. Further discussion and theoretical/practical implications of the findings along with directions for future studies are provided. In essence, the findings highlight significant role of coffeehouse's physical environment toward self-congruity and positive emotion in the formation of customer's revisit intentions in the coffeehouse context.

• Asia Marketing Journal
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• v.14 no.3
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• pp.185-197
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• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.

• Culinary science and hospitality research
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• v.21 no.3
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• pp.116-129
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• 2015

In order to maximize customer satisfaction and provide differentiated customer-oriented marketing strategies, it is important to understand the essence of consumer behavior and characteristics of their market segmentation. Therefore, this study explored the relationships among five different food-related lifestyle (i.e., health, fashion, taste, economy and safety oriented), positive emotion, and satisfaction. An analysis of 338 samples drawn from college students who visited coffeehouse at least once in the previous months was performed. The results revealed that, taste, economy, and safety oriented lifestyle significantly affected positive emotion, and positive emotion significantly affected satisfaction. The findings highlight the significant role of coffeehouse customer food-related lifestyle toward positive emotion in the formation of satisfaction, and therefore generate theoretical and practical implications for the coffeehouse industry.

• Korean Institute of Interior Design Journal
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• v.21 no.5
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• pp.289-297
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• 2012

Recently the coffee industries rapidly grow as people's dietary life changes and quality of life improves. Proliferation of coffeehouses let people cognize them as cultural spaces not only mere spaces for drinking coffee beverages. Therefore, distinguished strategy for space design became the one of the most important factor for customers' decision-making. This study analysed the strategies for space design by the brands of coffeehouses, and focused on understanding how those strategies cognized by customers and how they affect customers' level of satisfaction and intention of revisitation. The result of analysis showed that the level of satisfaction was raised when customers cognized unique strategies by brands and the intention of revisitation was raised when the level of satisfaction and reflection of strategy were high. In other words, setting and applying unique strategies by brands are to raise up level of satisfaction and intention of revisitation. The result of study could be used for the basic data on designing coffeehouses attracting customers' revisitation. Also, it could be the basis for effective strategy for customers.

• Korean Journal of Human Ecology
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• v.23 no.5
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• pp.843-859
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• 2014

The purpose of this study is to find the differences among the clothing brands through examination of present situation about uniform design in domestic coffee houses and provide the basic materials in developing uniform designs to reflect the brand identity. For research contents and method, the overall circumstances were examined about the domestic coffee houses and their uniforms at large via literature review. Then, characteristics on their 10 uniform designs were reviewed according to item, color, pattern and accessary. The following are results. First, cardigan, cap, and necktie according to the individual brand are added with basis of shirt and apron in composition of coffeehouse's uniform. Second, in cardigan, those colors including black, navy and brown are used, reminding of the coffee. Brand logo or symbol is also presented on it, which addresses the brand image. Third, the kind of shirt consists mainly with long or short shirt blouse and long sleeve or short sleeve pique shirt. Job title or gender differentiates the shape and color. Fourth, one-piece type is commonly applied for the apron. At the same time, a short skirt is put on as well. An image expression is often found by the unique brand color also, but mostly, some dark tones like brown or black are largely used. Fifth, in cap, various kinds are worn including the cap as in the case of baseball, fedora, beret, and hunting cap. In color, black or brown color same to that of apron is common, which fails to show differentiation. Thus, consideration of color remix with application of brand symbol is thought to be an alternative to this.