• Title/Summary/Keyword: DOMESTIC

Search Result 23,310, Processing Time 0.054 seconds

Analysis of the First Time User Experience of the online memorial platform and suggestion of service developments (온라인 장례 플랫폼의 초기 사용자 경험 분석및서비스 개발 제안)

  • Jueun Lee;Jindo Hwang
    • Journal of Service Research and Studies
    • /
    • v.14 no.1
    • /
    • pp.44-62
    • /
    • 2024
  • The development of online funeral services and social issues of eco-friendly funeral culture have raised awareness of the new need for online funeral culture. There have been several attempts to revitalize online funeral services in domestic institutions and companies, but the effect is weak. The purpose of this study is to propose a design that can improve the accessibility and usability of online memorial services by analyzing the usability problem factors through a First Time User Experience analysis of the online memorial platform. Therefore, in this study, in order to identify the problem factors of the online memorial platform, a literature review on the UX, OOBE, and FTUE theories was conducted. The subject of the study was the app 'Memorial'. Before analyzing the First-Time User-Experience, IA was compared and analyzed with other similar services to understand the characteristics of the UX service of the app 'Memorial', which is the subject of the study. In addition, tasks corresponding to the Unpack-Setup/Configure-First Use stage were performed on 10 subjects who had no experience using the online memorial platform. The experimental process was expressed as the UX Curve to identify factors that caused negative experiences. As a result, the major problem factors included unnecessary UI elements, the need for sensitive personal information at the membership stage, and lack of immersion in the service. The improvements included strengthening community functions to facilitate the sharing of emotions and promote smooth communication between users. We proposed UI/UX service developments that enhanced the app by incorporating these insights. In order to verify the effectiveness, serviceability, and value of the developed prototype, an interview with a expert was conducted. The interviewes consisted of three service design experts. This study was conducted to contribute to the quality improvement and activation of the recently emerging online funeral services. The study is significant as it aims to understand the current status of these services and identify the factors necessary to improve service accessibility and usability. Subsequent studies require in-depth user verification of how much the proposed improvement plan affects the actual user experience.

<Field Action Report> Local Governance for COVID-19 Response of Daegu Metropolitan City (<사례보고> 코로나바이러스감염증-19 유행과 로컬 거버넌스 - 2020년 대구광역시 유행에 대한 대응을 중심으로 -)

  • Kyeong-Soo Lee;Jung Jeung Lee;Keon-Yeop Kim;Jong-Yeon Kim;Tae-Yoon Hwang;Nam-Soo Hong;Jun Hyun Hwang;Jaeyoung Ha
    • Journal of agricultural medicine and community health
    • /
    • v.49 no.1
    • /
    • pp.13-36
    • /
    • 2024
  • Objectives: The purpose of this field case report is 1) to analyze the community's strategy and performance in responding to infectious diseases through the case of COVID-19 infectious disease crisis response of Daegu Metropolitan City, and 2) to interpret this case using governance theory and infectious disease response governance framework. and 3) to propose a strategic model to prepare for future infectious disease outbreaks of the community. Methods: Cases of Daegu Metropolitan City's infectious disease crisis response were analyzed through researchers' participatory observations. And review of OVID-19 White Paper of Daegu Metropolitan City, Daegu Medical Association's COVID-19 White Paper, and literature review of domestic and international governance, and administrative documents. Results: Through the researcher's participatory observation and literature review, 1) establishment of leadership and response system to respond to the infectious disease crisis in Daegu Metropolitan City, 2) citizen's participation and communication strategy through the pan-citizen response committee, 3) cooperation between Daegu Metropolitan City and governance of public-private medical facilities, 4) decision-making and crisis response through participation and communication between the Daegu Metropolitan City Medical Association, Medi-City Daegu Council, and medical experts of private sector, 5) symptom monitoring and patient triage strategies and treatment response for confirmed infectious disease patients by member of Daegu Medical Association, 6) strategies and implications for establishing and utilizing a local infectious disease crisis response information system were derived. Conclusions: The results of the study empirically demonstrate that collaborative governance of the community through the participation of citizens, private sector experts, and community medical facilities is a key element for effective response to infectious disease crises.

Comparison of the Nutritional and Functional Compounds in Naked Oats (Avena sativa L.) Cultivated in Different Regions (재배지역 차이에 따른 쌀귀리 영양성분 및 기능성 성분 비교)

  • Ji-Hye Song;Dea-Wook Kim;Hak-Young Oh;Jong-Tak Yun;Yong-In Kuk;Kwang-Yeol Yang
    • KOREAN JOURNAL OF CROP SCIENCE
    • /
    • v.68 no.4
    • /
    • pp.402-412
    • /
    • 2023
  • To cope with climate change, we compared the quality of naked oats (Avena sativa L.) cultivated in different regions. Naked oats were collected from domestic farms in different cultivation regions grouped as G1 and G2 for 3 years (2020-2022). The appearance, quality, and nutritional and functional compounds in the samples were assessed. In terms of appearance quality, the brightness and yellowness of the samples from the G1 region were significantly lower than those of the samples from the G2 region in 2020; however, no differences were observed between cultivation regions in the other 2 years. The results of testing the vitality of naked oats seeds showed that the electrical conductivity value was significantly lower in the samples from the G1 region than in those from the G2 region only in 2022. Among the nutritional components, moisture content was higher in the G2 region than in the G1 region over all 3 years, and the crude protein content was significantly higher in the G2 region than in the G1 region over all years. Carbohydrate content was significantly higher in the G1 region than in the G2 region in all 3 years and was inversely proportional to the crude protein content. The crude fat content tended to be significantly higher in the G1 region than in the G2 region, except in 2022. The levels of beta-glucan, a functional compound rich in naked oats, ranged between 3.4% and 4.2%, and except in 2020, there was no significant difference between cultivation regions. In addition, the content of avenanthramides, representative functional compounds that exist only in oats, was assessed. Over 2 years, in 2021 and 2022, the avenanthramide content was in the range of 2.4-20.7 ㎍/g and tended to be significantly higher in the G2 region than in the G1 region in both years. According to a survey of the average and minimum temperatures during the growing season of naked oats from 2020 to 2022, the average and minimum temperatures in January in the G2 region, which is the cultivation-limit area, were similar to those in Haenam in the G1 region. In conclusion, differences in nutritional and functional compounds were observed in naked oats grown in different cultivation areas. Therefore, considering the cultivation area of naked oats is expanding because of climate change, changes in the compounds that affect quality should be investigated.

Toxicity study of cadmium and copper on riparian collembolan species Yuukianura szeptyckii (Neanuridae) (수변 서식 톡토기 Yuukianura szeptyckii (Neanuridae)에 대한 카드뮴과 구리 독성 연구)

  • Hagyeong Kim;Jimin Shin;Dohyeon Jeong;Juyeong Jeong;Yongeun Kim;June Wee;Kijong Cho;Yun-Sik Lee
    • Korean Journal of Environmental Biology
    • /
    • v.42 no.1
    • /
    • pp.54-61
    • /
    • 2024
  • The ecosystem provides a diverse array of environmental conditions for organisms, and only those that are capable of successfully adapting to these conditions within their habitats can endure, thrive, and proliferate. Further, the environmental conditions within these habitats can significantly affect the bioavailability of chemicals that are introduced therein, thus resulting in varied adverse impacts on the organisms. The present study aims to evaluate the sensitivity of Yuukianura szeptyckii - a species adapted to riparian - to heavy metals following ISO guideline 11276, with the objective of assessing its potential as an indicator species for ecotoxicological evaluations in riparian habitats. The findings revealed that cadmium and copper both had significant toxic effects depending on their concentrations. For cadmium, the LC50 was 280 mg kg-1, EC50 was 66 mg kg-1, and NOEC and LOEC were 25 and 50 mg kg-1, respectively. For copper, the LC50 was 911 mg kg-1, EC50 was 151 mg kg-1, and LOEC was 50 mg kg-1. Comparative analysis with previous results for the international standard species Folsomia candida and the domestic standard species Allonychiurus kimi indicated that Y. szeptyckii exhibited even greater sensitivity to toxicity values. The adverse effects on survival and reproduction were closely associated with the influx concentration of heavy metals in their bodies. Altogether, the results suggest that Y. szeptyckii is a sensitive species for ecotoxicological assessments in riparian habitats, thus making it suitable as an indicator species, particularly in riparian ecosystems that are characterized by relatively high humidity conditions.

Prediction of multipurpose dam inflow utilizing catchment attributes with LSTM and transformer models (유역정보 기반 Transformer및 LSTM을 활용한 다목적댐 일 단위 유입량 예측)

  • Kim, Hyung Ju;Song, Young Hoon;Chung, Eun Sung
    • Journal of Korea Water Resources Association
    • /
    • v.57 no.7
    • /
    • pp.437-449
    • /
    • 2024
  • Rainfall-runoff prediction studies using deep learning while considering catchment attributes have been gaining attention. In this study, we selected two models: the Transformer model, which is suitable for large-scale data training through the self-attention mechanism, and the LSTM-based multi-state-vector sequence-to-sequence (LSTM-MSV-S2S) model with an encoder-decoder structure. These models were constructed to incorporate catchment attributes and predict the inflow of 10 multi-purpose dam watersheds in South Korea. The experimental design consisted of three training methods: Single-basin Training (ST), Pretraining (PT), and Pretraining-Finetuning (PT-FT). The input data for the models included 10 selected watershed attributes along with meteorological data. The inflow prediction performance was compared based on the training methods. The results showed that the Transformer model outperformed the LSTM-MSV-S2S model when using the PT and PT-FT methods, with the PT-FT method yielding the highest performance. The LSTM-MSV-S2S model showed better performance than the Transformer when using the ST method; however, it showed lower performance when using the PT and PT-FT methods. Additionally, the embedding layer activation vectors and raw catchment attributes were used to cluster watersheds and analyze whether the models learned the similarities between them. The Transformer model demonstrated improved performance among watersheds with similar activation vectors, proving that utilizing information from other pre-trained watersheds enhances the prediction performance. This study compared the suitable models and training methods for each multi-purpose dam and highlighted the necessity of constructing deep learning models using PT and PT-FT methods for domestic watersheds. Furthermore, the results confirmed that the Transformer model outperforms the LSTM-MSV-S2S model when applying PT and PT-FT methods.

A Study on the Development and Validation of Three Systems of Action Scale in Home Economics for Middle and High School Students (중⋅고등학생용 가정교과 세 행동체계 척도 개발 및 타당화 연구)

  • Choi, Seong Youn
    • Journal of Korean Home Economics Education Association
    • /
    • v.35 no.3
    • /
    • pp.67-96
    • /
    • 2023
  • The purpose of this study was to develop and validate a scale that can grasp the reality of the three systems of action for middle and high school students in home economics. For this purpose, a total of 105 questions, 35 questions for each systems of action, were developed as a 5-point Likert scale in order to measure technical action, communicative action, and emancipative action as preliminary questions by reviewing domestic and international literature related to the three systems of action. The procedure for revising and supplementing the developed preliminary questions by reviewing the content validity of the home economics education expert was executed twice. A preliminary survey was conducted on middle and high school students with 70 developed preliminary questions, and 166 copies were collected. As a result of exploratory factor analysis of the collected questionnaires to test the validity of the scale, it was found that 38 questions 7 factors were appropriate. After constructing this survey based on the results of exploratory factor analysis, this survey was conducted on middle and high school students, and 548 copies were collected and a confirmatory factor analysis was performed. A total of 38 questions were finally selected through confirmatory factor analysis, including basic living ability 5 questions, self-management ability 4 questions, information processing ability 4 questions, communication/interpersonal ability 12 questions, critical thinking ability 3 questions, decision-making ability 7 questions, empowerment 3 questions. The Model Fit was χ2=1846.741(p<.001), CFI=0.865, TLI=0.853, RMSEA=0.058, and the Standardized Regression Weights for each question was more than 0.5, so it can be seen as a suitable measurement instrument for measuring the status of the three systems of action of middle and high school students in home economics. The three systems of action scales were found to have significant correlations with self-acceptance, future planning, intimacy, uniqueness, which are sub-factors of the self-identity scale, and social participation scales therefore confirmed that they have recognized concurrent validity.

A Study on the Change of Cyber Attacks in North Korea (북한의 사이버 공격 변화 양상에 대한 연구)

  • Chanyoung Park;Hyeonsik Kim
    • The Journal of the Convergence on Culture Technology
    • /
    • v.10 no.4
    • /
    • pp.175-181
    • /
    • 2024
  • The U.N. Security Council's North Korea Sanctions Committee estimated that the amount of North Korea's cyberattacks on virtual asset-related companies from 2017 to 2023 was about 4 trillion won. North Korea's cyberattacks have secured funds through cryptocurrency hacking as it has been restricted from securing foreign currency due to economic sanctions by the international community, and it also shows the form of technology theft against defense companies, and illegal assets are being used to maintain the Kim Jong-un regime and develop nuclear and missile development. When North Korea conducted its sixth nuclear test on September 3, 2017, and declared the completion of its national nuclear armament following the launch of an intercontinental ballistic missile on November 29 of the same year, the U.N. imposed sanctions on North Korea, which are considered the strongest economic sanctions in history. In these difficult economic situations, North Korea tried to overcome the crisis through cyberattacks, but as a result of analyzing the changes through the North's cyber attack cases, the strategic goal from the first period from 2009 to 2016 was to verify and show off North Korea's cyber capabilities through the neutralization of the national network and the takeover of information, and was seen as an intention to create social chaos in South Korea. When foreign currency earnings were limited due to sanctions against North Korea in 2016, the second stage seized virtual currency and secured funds to maintain the Kim Jong-un regime and advance nuclear and missile development. The third stage is a technology hacking of domestic and foreign defense companies, focusing on taking over key technologies to achieve the five strategic weapons tasks proposed by Chairman Kim Jong-un at the 8th Party Congress in 2021. At the national level, security measures for private companies as well as state agencies should be established against North Korea's cyberattacks, and measures for legal systems, technical problems, and budgets related to science are urgently needed. It is also necessary to establish a system and manpower to respond to the ever-developing cyberattacks by focusing on cultivating and securing professional manpower such as white hackers.

A Study on the Effect of Booth Recommendation System on Exhibition Visitors Unplanned Visit Behavior (전시장 참관객의 계획되지 않은 방문행동에 있어서 부스추천시스템의 영향에 대한 연구)

  • Chung, Nam-Ho;Kim, Jae-Kyung
    • Journal of Intelligence and Information Systems
    • /
    • v.17 no.4
    • /
    • pp.175-191
    • /
    • 2011
  • With the MICE(Meeting, Incentive travel, Convention, Exhibition) industry coming into the spotlight, there has been a growing interest in the domestic exhibition industry. Accordingly, in Korea, various studies of the industry are being conducted to enhance exhibition performance as in the United States or Europe. Some studies are focusing particularly on analyzing visiting patterns of exhibition visitors using intelligent information technology in consideration of the variations in effects of watching exhibitions according to the exhibitory environment or technique, thereby understanding visitors and, furthermore, drawing the correlations between exhibiting businesses and improving exhibition performance. However, previous studies related to booth recommendation systems only discussed the accuracy of recommendation in the aspect of a system rather than determining changes in visitors' behavior or perception by recommendation. A booth recommendation system enables visitors to visit unplanned exhibition booths by recommending visitors suitable ones based on information about visitors' visits. Meanwhile, some visitors may be satisfied with their unplanned visits, while others may consider the recommending process to be cumbersome or obstructive to their free observation. In the latter case, the exhibition is likely to produce worse results compared to when visitors are allowed to freely observe the exhibition. Thus, in order to apply a booth recommendation system to exhibition halls, the factors affecting the performance of the system should be generally examined, and the effects of the system on visitors' unplanned visiting behavior should be carefully studied. As such, this study aims to determine the factors that affect the performance of a booth recommendation system by reviewing theories and literature and to examine the effects of visitors' perceived performance of the system on their satisfaction of unplanned behavior and intention to reuse the system. Toward this end, the unplanned behavior theory was adopted as the theoretical framework. Unplanned behavior can be defined as "behavior that is done by consumers without any prearranged plan". Thus far, consumers' unplanned behavior has been studied in various fields. The field of marketing, in particular, has focused on unplanned purchasing among various types of unplanned behavior, which has been often confused with impulsive purchasing. Nevertheless, the two are different from each other; while impulsive purchasing means strong, continuous urges to purchase things, unplanned purchasing is behavior with purchasing decisions that are made inside a store, not before going into one. In other words, all impulsive purchases are unplanned, but not all unplanned purchases are impulsive. Then why do consumers engage in unplanned behavior? Regarding this question, many scholars have made many suggestions, but there has been a consensus that it is because consumers have enough flexibility to change their plans in the middle instead of developing plans thoroughly. In other words, if unplanned behavior costs much, it will be difficult for consumers to change their prearranged plans. In the case of the exhibition hall examined in this study, visitors learn the programs of the hall and plan which booth to visit in advance. This is because it is practically impossible for visitors to visit all of the various booths that an exhibition operates due to their limited time. Therefore, if the booth recommendation system proposed in this study recommends visitors booths that they may like, they can change their plans and visit the recommended booths. Such visiting behavior can be regarded similarly to consumers' visit to a store or tourists' unplanned behavior in a tourist spot and can be understand in the same context as the recent increase in tourism consumers' unplanned behavior influenced by information devices. Thus, the following research model was established. This research model uses visitors' perceived performance of a booth recommendation system as the parameter, and the factors affecting the performance include trust in the system, exhibition visitors' knowledge levels, expected personalization of the system, and the system's threat to freedom. In addition, the causal relation between visitors' satisfaction of their perceived performance of the system and unplanned behavior and their intention to reuse the system was determined. While doing so, trust in the booth recommendation system consisted of 2nd order factors such as competence, benevolence, and integrity, while the other factors consisted of 1st order factors. In order to verify this model, a booth recommendation system was developed to be tested in 2011 DMC Culture Open, and 101 visitors were empirically studied and analyzed. The results are as follows. First, visitors' trust was the most important factor in the booth recommendation system, and the visitors who used the system perceived its performance as a success based on their trust. Second, visitors' knowledge levels also had significant effects on the performance of the system, which indicates that the performance of a recommendation system requires an advance understanding. In other words, visitors with higher levels of understanding of the exhibition hall learned better the usefulness of the booth recommendation system. Third, expected personalization did not have significant effects, which is a different result from previous studies' results. This is presumably because the booth recommendation system used in this study did not provide enough personalized services. Fourth, the recommendation information provided by the booth recommendation system was not considered to threaten or restrict one's freedom, which means it is valuable in terms of usefulness. Lastly, high performance of the booth recommendation system led to visitors' high satisfaction levels of unplanned behavior and intention to reuse the system. To sum up, in order to analyze the effects of a booth recommendation system on visitors' unplanned visits to a booth, empirical data were examined based on the unplanned behavior theory and, accordingly, useful suggestions for the establishment and design of future booth recommendation systems were made. In the future, further examination should be conducted through elaborate survey questions and survey objects.

Optimum Management Plan for Soil Contamination Facilities (특정토양오염관리대상시설의 최적 관리방안에 관한 연구)

  • Park, Jae-Soo;Kim, Ki-Ho;Kim, Hae-Keum;Choi, Sang-Il
    • Korean Journal of Soil Science and Fertilizer
    • /
    • v.45 no.2
    • /
    • pp.293-300
    • /
    • 2012
  • This study was to investigate the unsuitable rate of the storage facilities, the changes in corrosion process over time after installation according to the status, the time to install the facilities, years elapsed after facilities installation, inspection of methods and motivation, and so on, based on the results of the inspection at the petroleum storage facilities conducted by domestic soil-relate specialized agency to derive optimal management plans which meet the status of soil contamination facilities. The results showed that the facilities more than 5 years after the initial leak test at the time of the installation need to be inspected periodically by considering costs of leak test and remediation of polluted soil. The inspection period can be decided by cost and leak test methods showing discrepancies for the results obtained from individual test whether it was direct or indirect. To compensate these matters, we suggested that the direct inspection method on regular schedule is recommended. On the other hand, the inspection can be voluntarily completed to ease burden of the results by inspection or equivalent level to this inspection method. Also, it may need improved construction supervision and performance test system to minimize the occurrence of the nature defects in installing the facilities as well as the upgrade program for the facilities during intervals of inspection period.

The Effect of the Gap between College Students' Perception of the Importance of Coffee Shops and Their Satisfaction after Patronizing Coffee Shops on Their Purchasing Behavior (대전원교학생대가배점중요성적감지화타문광고가배점지후적만의도지간적차거대타문구매행위적영향(大专院校学生对咖啡店重要性的感知和他们光顾咖啡店之后的满意度之间的差距对他们购买行为的影响))

  • Lee, Won-Ok
    • Journal of Global Scholars of Marketing Science
    • /
    • v.19 no.4
    • /
    • pp.1-10
    • /
    • 2009
  • The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor, on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associated increase in their willingness-to-revisit. Gender and study year had the most negative effects on overall satisfaction and willingness-to-revisit. Female students were more likely to be satisfied and be willing to return than male students, and third and fourth-year students were more likely to be satisfied and willing-to-return than first or second-year students. Students who drink coffee, read books, and use laptops alone at coffee shops are easily noticeable. High-grade students tend to visit coffee shops alone in order to use their time efficiently for self-development and to find jobs. The economical efficiency factor had the greatest effect on overall satisfaction and willingness-to-revisit in terms of a positive gap. The higher the actual satisfaction (gap) of students with the price of the coffee, the greater their overall satisfaction and willingness-to-revisit. Economical efficiency with a negative gap had a negative effect on willingness-to-revisit, which implies that a less negative gap will result in a greater willingness-to-revisit. Amid worsening market conditions, coffee shops located around colleges/universities are using strategies, such as a point or membership card, strategic alliances with credit-card companies, development of a set menu or seasonal menu, and free coffee-shot services to increase their competitive edge. Product power also had a negative effect in terms of a negative gap, which indicates that a higher negative gap will result in a lower willingness-to-revisit. Because there are many more customers that enjoy coffee in this decade, as compared to previous decades, the new generation of customers, namely college/university students, want various menu items in addition to coffee, and coffee shops should, therefore, add side menu items, such as waffles, rice cakes, cakes, sandwiches, and salads. For example, Starbucks Korea is making efforts to enhance product power by selling rice cakes flavored in strawberry, wormwood, and pumpkin, and providing coffee or cream free of charge. In summary, coffee shops should focus on increasing their economical efficiency, brand, and product power to enhance the satisfaction of college/university students. Because shops adjacent to colleges or universities enjoy a locational advantage, providing differentiated services in terms of economical efficiency, brand, and product power, is likely to increase customer satisfaction and return visits. Coffee shop brands should, therefore, be innovative and embrace change to meet their customers' desires. Because this study only targeted college/university students in Seoul, comparative studies targeting diverse regions and age groups are required to generalize the findings and recommendations of this study.

  • PDF