• 마케팅과학연구
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• 제19권4호
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• pp.1-10
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• 2009

本研究的目的是对咖啡店的 "重要性"（顾客在光顾咖啡店以前的感知）和积极或消极的 "满意度"（顾客在光顾咖啡店以后的感受）之间的差距进行分类, 并分析这些差距对对购买行为的影响. 为此, 我使用重要性和满意度之间的差距作为选择咖啡店的解释变量, 并通过使用有序Probit模型（OPM）来实证分析差距对购买行为（整体满意度和愿意到再次光顾）的影响方向和大小. 先前使用IPA的研究评估了差距影响的方向和大小的象限, 但是在分析差距对顾客的影响方面却失败了. 在本研究中, 我评估了积极和消极的差距对顾客满意度和愿意去再光顾的影响. 通过使用OPM,我量化了积极和消极的差距对顾客整体满意度和愿意去再光顾的影响. 每个人的支出, 光顾的频率和购买咖啡的地方对顾客整体满意度有最积极的影响. 光顾的频率, 在每人的支出之后, 然后是购买咖啡的地方对顾客整体满意度有最积极的影响. 因此每个人的支出和光顾的频率对顾客整体满意度有最积极的影响. 这一发现意味着一个在咖啡店每次或每周花费5000韩元的顾客的实际的满意度越高（差距), 其整体满意度和愿意去再光顾就越高. 虽然经济效益对总体满意度和愿意去再光顾有显著影响, 但是大专和大学的学生仍然愿意去咖啡馆并愿意消费5000韩元, 因为他们不只是购买咖啡本身而且将咖啡店作为其他活动的场所, 例如工作, 和朋友见面或是放松的地方. 学院和大学的学生还可以在咖啡店通过个人电脑上网, 看电影, 学习, 因此, 咖啡馆应对顾客提供适当的设施和服务. 咖啡店品牌的积极差距对愿意去再光顾有积极的影响表明顾客满意度越高, 顾客越愿意去再光顾. 另一方面, 这一因素的消极差距意味着顾客满意度越低, 顾客再光顾的意愿也越低. 因此, 在本研究中, 与其他评估的因素相比, 品牌因素对满意度有较大的影响. 鉴于国内咖啡文化变得越来越高级, 大专院校的学生对这一趋势也很敏感, 所以学生有很多可选择的品牌. 在韩国最高级的咖啡店, 外墙是玻璃建造的并可以打开, 内部是充满异国情调的开放式厨房. 这些高级咖啡店作为标志的功能复合大专院校学生的品味. 韩国咖啡店已成为一个文化品牌. 从品牌因素来看, 为了让顾客觉得这些咖啡店是高级的, 高质量的设备和提供更好服务的措施应当建立起来. 韩国咖啡馆作为蓬勃发展的行业品牌竞争加剧的结果表明, 提供与竞争对手不同的额外服务是有必要的. 顾客可以免费使用扫描仪. 另一个可以用来提高品牌的战略是提供和经营为集体学习而准备的讨论会议室. 如果咖啡馆采取这些类型的策略, 学院/大学的学生将更有可能认为他们承担的费用是值得的, 随后, 他们将可能更满足这些咖啡馆的品牌, 并更愿意再次光顾. 性别和学习年数对总体满意度和再光顾的意愿有最消极的营销. 女学生比男学生更容易满足和再光顾. 三, 四年级的学生比一, 二年级的学生更容易满足和再光顾. 喝咖啡的学生, 单独在咖啡店看书, 用笔记本电脑是很容易被注意到的. 高年级学生为了有效地利用时间用于自我发展和寻找工作往往独自光顾咖啡店. 从积极的差距来看, 经济效率这一因素对总体满意度和愿意再光顾有最大的影响. 与咖啡价格一起, 学生实际满意度（差距）越高, 总体满意度和再光顾的意愿也越高. 有消极差距的经济效率队再光顾有消极营销的结果表明较小的消极差距可以让再光顾的意愿更高. 在持续恶化的市场环境中, 坐落在大专院校附近的咖啡店采取诸如积分或会员卡, 和信用卡 公司的战略联盟, 发展套餐菜单或季节菜单和免费咖啡服务这些战略来提高竞争力. 就消极差距而言产品功率也有消极的影响, 这表明较高的负差距会导致较低的再光顾的意愿. 因为还有更多的客户比前几十年, 在这十年里更喜欢咖啡, 新一代的客户, 即学院/大学的学生, 希望除了咖啡还有更重菜单项目. 因此, 咖啡店应当增加配菜项目, 如华夫饼, 糕, 蛋糕, 三明治和沙拉. 例如, 星巴克韩国正在努力加强卖草莓糕, 艾草香味, 南瓜产品, 并提供免费的咖啡或奶油. 总而言之, 咖啡馆应注重提高其经济效率, 品牌和产品功率, 以加强大专院校学生的满意度. 由于店铺毗邻学大专院校可享受地缘优势, 就经济效率, 品牌和产品功率而言提供不同的服务, 很可能会提高客户满意度和回访. 咖啡厅的品牌, 因此, 应不断创新和变化, 以满足顾客的愿望. 由于这项研究只是针对在首尔的大专院校的学生, 需要针对不同地区和年龄组的比较研究来概括本研究的结果和建议.

• 한국프랜차이즈경영연구
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• 제15권1호
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• pp.28-42
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• 2024

Purpose: ESG management of domestic coffee shops is attracting attention as a capability for corporate sustainability. Therefore, customers who use coffee shops are inevitably affected by ESG policies. By properly operating ESG management, companies can ensure that customers perceive and consume their brands positively. This study examines how ESG management of coffee shops affects customers' perceived authenticity, trust, and brand loyalty, and suggests the direction in which domestic coffee shops should move. Research design, data, and methodology: All variables and hypotheses were determined by previous research, and data were collected for two weeks starting May 23, 2023. 229 people with experience using coffee shops participated in a survey conducted through a Google form, and all 229 responses were used in the analysis. Result: The research results are as follows. All domestic coffee shops presented as examples had a positive impact on brand trust and perceived authenticity through ESG management. However, in the case of environment (E), it can be confirmed that it does not directly affect trust, but indirectly affects trust through perceived authenticity. Conclusions: Domestic coffee shops must establish appropriate policies by recognizing customer interests and opinions in order to significantly increase perceived authenticity and trust through ESG strategies.

• 한국환경보건학회지
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• 제43권6호
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• pp.509-515
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• 2017

Objectives: The purpose of this study was to assess the indoor levels of $PM_{10}$, VOCs and aldehydes in nail shop and hair salon. Methods: The field survey was conducted for 52 hair salons 52 nail shops, and 26 shop-in-shops in Seoul and Daegu city. The field technicians investigated characteristics of each shop including operating time, indoor volume, ventilation and so on. Indoor concentrations of $PM_{10}$, VOCs and aldehydes, indoor temperature and humidity were measured in 12 hair salons, 12 nail shops and 6 shop-in shops. MP Surveryor II (Graywolf, USA) was used to measure $CO_2$ concentration, temperature and humidity for 8 hours. $PM_{10}$ concentrations were measured by minivolume air sampler with Teflon quartz filter ($0.2{\mu}m$ pore size, ${\varphi}$ 47 mm, Graseby-Anderson TEF-DISKTM) for 6 hours. VOCs passive sampler (OVM 3500) was used to collect VOCs for 8 hours and analyzed by GC/MSD. Results: The $CO_2$ concentrations were $759.4{\pm}58.2$ ppm in nail shops, $731.0{\pm}72.5$ ppm in hair salons, and $656.4{\pm}31.2$ ppm in shop-in-shops. The $PM_{10}$ concentrations were $27.5{\pm}14.2{\mu}g/m^3$ in nail shops, $33.1{\pm}6.3{\mu}g/m^3$ in hair salons, and $39.0{\pm}26.9{\mu}g/m^3$ in shop-in-shops. TVOCs concentrations were $3085.4{\pm}1667.8{\mu}g/m^3$ in nail shops, $2131.1{\pm}617.3{\mu}g/m^3$ in hair salons, and $1550.3{\pm}529.0{\mu}g/m^3$ in shop-in-shops. TVOCs concentrations in nail shops were significantly higher than those in hair salons and shop-in-shops (p=0.002). Formaldehyde concentrations were $60.8{\pm}36.6{\mu}g/m^3$ in nail shops, $89.1{\pm}55.4{\mu}g/m^3$ in hair salons, and $45.1{\pm}22.5{\mu}g/m^3$ in shop-in-shops. Conclusion: TVOCs concentrations in nail shop were the highest among others. TVOC concentrations in all stores exceeded indoor air quality stand of indoor air quality control in public-use facilities, etc act.

• 한국프랜차이즈경영연구
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• 제8권1호
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• pp.31-41
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• 2017

Purpose - As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology - In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result - The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions - The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.

• 한국프랜차이즈경영연구
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• 제7권1호
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• pp.21-29
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• 2016

Purpose - The primary purpose of this study is to employ effective marketing methods using market segmentation of coffee shops by determining how motivations to visit coffee shops have different impacts on demographic profile of visitors and characteristics of coffee shop visits, so as to draw out a better understanding of customers of coffee market. Research design, data, and methodology - Data were collected using surveys of self-administered questionnaires toward coffee shop users in Daejeon, Korea. A number of samples used in data analysis were 253 excluding unusable responses. The data were analyzed through frequency, reliability, and factor analysis using SPSS 20.0. Factor analysis was conducted through the principal component analysis and varimax rotation method to derive factors of one or more eigen values. In addition, the cluster analysis, multivariate ANOVA, and cross-tab analysis were used for the market segmentation based on the types of motivation for coffee shop visits. The process of the cluster analysis is as follows. Four clusters were derived through hierarchical clustering, and k-means cluster analysis was then carried out using mean value of the four clusters as the initial seed value. Result - The factor analysis delineated four dimensions of motivation to visit coffee shops: ostentation motivation, hedonic motivation, esthetic motivation, utility motivation. The cluster analysis yielded four clusters: utility and esthetic seekers, hedonic seekers, utility seekers, ostentation seekers. In order to further specify the profile of four clusters, each cluster was cross tabulated with socio-demographics and characteristics of coffee shop visits. Four clusters are significantly different from each other by four types of motivations for coffee shop visits. Conclusions - This study has empirically examined the difference in demographic profile of visitors and characteristics of coffee shop visits by motivation to visit coffee shops. There are significant differences according to age, education background, marital status, occupation and monthly income. In addition, coffee shops use pattern characterization in frequency of visits to coffee shops, relationships with companion, purpose of visit, information sources, brand type, average expense per visit, important elements of selection attribute were significantly different depending on motivations for coffee shop visits.

• 복식
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• 제48권
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• pp.183-196
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• 1999

The purpose of the Present research is to investigate the effect of fashion lifestyle on babies' clothing shopping attitude of housewives. In this study shopping attitude includes criteria for shop selection prefered types of shop and prefered shop atmosphere. Subjects are 447 housewives residing in Seoul Bundang Illsan and Pungchon and having child under 4 years old Data was analyzed by factor analysis cluster analysis analysis of variance and chi-square. The results of the study are as follows: 1. Housewives can be classified into four groups according to their fashion lifestyle the group of planned buying conservative/practical group the group of self-actualization/individuality and the high involved and care for shopping group. 2. Fashion lifestyle is different according to their age. The high involved and care for shopping group have the lager proportion in twenties than thirties. The conservative/practical group have a larger proportion in thirties. 3. The factors of shop selection which serve as criteria for shop the quality of service encironment anround shop quality of goods convenience to care about babies fashionable goods location of the shop and price of goods. The group of self actualization/personality prefers shops carrying fashionable and unique style of babies clothing and showing prestige. The conservative/practical group prefers shops carrying good quality clothing and having variety in size and design. The high involved and careful shopping group prefers shops having wide space as well as carrying fashionable goods. 4. Among the types of babies clothing shops. department stroe is the most preferred Low-price brand shop is followed by traditional open market. The conservative/practical group and the group of planned shopping use department strores national bran shops street shops and import shops more often than other groups. 5. The result of the study indicates there are considerable differences in housewives attitudes of babies clothing shopping acording to their own fashion lifestyle. Therefore the retailer of babies clothing should decide their marketing policy on the basis of the understanding and analysis of costomer's fashion lifestyle. And they have to reflect their costomer's shopping attitudes on their marketing policy to improve the satisfaction of both consumer and retailer as well.

• 한국조리학회지
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• 제9권3호
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• pp.141-154
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• 2003

The purpose of this study is to find customer satisfaction at take-out coffee shops by examining their choice attributes, and to find the operational suggestion of the shops by identifying relations between customer satisfaction and choice factors and by finding significant factors, in order to offer subsequential developments for take-out coffee shops. When it comes to choosing a take-out coffee shop, women are found to consider pleasantness, kindness, and warranty more than men do. By age, those in the thirties are found to think much of typicalness, pleasantness, and trust than people in any age do, while those under the twenties kindness. By job, it is found that office workers think typicalness, pleasantness to be important, while students trust The more customers are satisfied at trust and kindness, the more customers are willing to use the shop again. Thus, to make the better service of take-out coffee shops, it requires drastic, continuous training for employees, introduction of specific marketings, management of corporate brand images, manpower administration that will maximize profits with small members, continuous menu development, study of taste, stage preparation and standardized service quality techniques and know-how specific to a coffee shop that will lead customers to revisit the shop.

• 한국산학기술학회논문지
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• 제22권5호
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• pp.288-295
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• 2021

본 연구는 여성의 피부 관리실 이용 선호도 및 피부미용 홈 케어 만족도 조사 연구를 목적으로 2021년 3월 11일-3월 29일 까지 255명을 대상으로 온라인과 오프라인을 이용하여 설문 조사를 실시하였다. 수집된 자료는 SPSS 25.0 를 이용하여 Cronbach's α, Frequency Analysis, chi-square test, 기술 통계, One way Anova로 분석하였다. 조사 결과 피부 관리실 이용 선호도에서 전문 피부 관리실을 이용한다고 답한 응답자(56.1%)가 가장 많았으나 20대와 사무직(57.1%)은 피부과 병원을 선호하는 것으로 나타났다. 피부 관리실 선택 시 고려사항으로는 직원들의 기술(숙련, 유행)에 대한 항목이 38.8%로 높게 나타났으며 피부 관리 행태에서 클렌징 등 기초 화장품(M=4.47)과 기능성 화장품(M=4.20) 사용이 매우 높은 것으로 나타났다. 피부미용 홈 케어 현황을 살펴보면 결혼여부는 기타(M=4.50)가 가장 높았고, 학력별로는 대졸(M=3.84)이, 직업별로는 Service Job(M=4.06)이 가장 높게 나타나고 있으므로 이에 따른 피부미용 전문 프로그램 개발 및 피부 관리실과 홈 케어를 병행할 수 있는 프로그램 개발에 대한 필요성이 높은 것으로 나타났다.

• 한국IT서비스학회지
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• 제16권4호
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• pp.33-46
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• 2017

Increasing popularity of smartphone is creating many changes in payment market sector also. The new fin-tech and simple mobile payment service have provided convenience as well as various benefits and value-added services to create new payment culture. However, the infrastructure of offline shops is too poor for users to use the simple mobile payment services in Korea. There are several reasons why the support of simple mobile payment services by offline shops has reached the limit in Korea. They include the reluctance of shop owners due to highly priced devices, the failure of NFC of the leading offline payment infrastructure to support iOS, the services that are biased to the specific manufacturers and smartphones (Samsung Pay and LG Pay), prefer large shops (SSG Pay and L PAY), and focus on online transactions. This study used the Bluetooth technology that is the standard feature built in all smartphone to expand the offline shops that accept the simple mobile payment services ensuring universality and scalability from the convenience of customer's and service provider's aspects. Applying the same payment scene as the existing NFC payment method from the user's aspect and the Bluetooth technology from the service provider's aspect enables support of all smartphones and offering value-added services such as electronic receipt and promotions through the large-capacity bidirectional data transfer. This study is intended to review the simple mobile payment services in Korea and other countries, propose the simple mobile payment service model for Korea by analyzing the Bluetooth technology and preceding studies of payment services using BLE technology, and develop the pilot system using the BLE technology to verify the proposed system with actual shops.

• 대한지역사회영양학회지
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• 제23권3호
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• pp.226-233
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• 2018

Objectives: This study was conducted to investigate the current status and to suggest future directions for health management of teenagers who use healthy school tuck shops to improve teenagers' eating habits while reducing and preventing obesity. Methods: A total of 29 students (16 middle school students and 13 high school students) took part in the interview for this study, and the interview was conducted for each school's focus group by using qualitative research methodology. Results: The current status of using healthy school tuck shops and suggested future directions were divided into two categories. Personal barriers such as discrepancies between personal perceptions and behaviors and lack of food choice suitable to individual tastes can be solved by rebuilding the operating system to provide intuitive promotion of behavior and customized products through improvements in existing products and new product development. A lack of consistent management from low utilization convenience and difficulty in maintaining a constant purchase price can be handled by establishing a solution to restricted physical access for products, as well as seeking profit by improving distribution costs via continuous cooperation between the school and community. Conclusions: Continuous funding and a system that reflects the needs and preferences of healthy school tuck shop users should be applied for sustainable operation of healthy school tuck shops to improve teenagers' eating habits.