• The Journal of Asian Finance, Economics and Business
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• 제8권7호
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• pp.591-601
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• 2021

This study examined the effect of branding capability on business performance moderated by learning capability. This study was conducted with small- and medium-sized enterprises (SMEs) of coffee cafes in the ex-Besuki region, East Java, Indonesia, covering four regencies located around coffee-producing areas with geographical indication (GI) certification. 150 managers of coffee cafe were sampled using the census technique. Data were collected by questionnaires distributed to the coffee cafe managers. The data were then analyzed by using simple regression analysis, Moderation Regression Analysis (MRA) and Moderated MultiGroup Analysis (MMA). The results showed that learning capability positively and significantly affect business performance, and learning capability moderated/enhanced the effect of branding capability on business performance. The findings of this study suggest that branding capability and learning capability play a crucial role in the performance of coffee cafe business especially in the dynamic environment. Coffee cafe managers need to take concrete steps to improve their branding capability and learning capability and they also need to improve their ability to interact with their environment and be committed in managing the coffee cafe. Therefore, it is imperative that the role of branding capability and learning capability be optimized in order to improve the business performance of the coffee cafe.

• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.483-490
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• 2021

In Indonesia, coffee shops, commonly called warung or kedai shops, have begun to appear amid society from remote villages to urban centers. Therefore, the purpose of this study is to examine the effect of cafe atmosphere (i.e., exterior, interior, interior point-of-purchase displays and store layout) on the purchase decision of Generation Z. This study is conducted because of cafe competition is currently overgrowing. This study model consisted of five variables: exterior, interior, interior point-of-purchase displays, store layout, and purchase decision. Sampling in this study used non-probability, with a purposive sampling technique. According to predetermined criteria, the data collection technique employed a questionnaire distributed online to consumers had visited a cafe at least once in the last three months. This study's sample was 137 cafe visitors in Yogyakarta, representing one of the big cities in Indonesia. Therefore, the data was analyzed by using multiple regression. The results of the study indicated that the exterior and interior had a positive and significant effect on purchasing decision. Likewise, interior point-of-purchase displays and store layout positively and significantly affected purchase decision. In addition, this study's findings generally concluded that the cafe atmosphere had a positive and significant effect on purchase decision.

• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.49-59
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• 2023

In accordance with the revision of "Special act on the safety control of publicly used establishments", this study is aim to measure the change in evacuation time due to whether safety facilities, etc. are installed of a room escape cafe business and kids cafe business(hereinafter referred to as "New publicly used establishments"), which were added as new targets of the publicly used business from June 8, 2022. In the case of new publicly used establishments or publicly used establishments whose owners are changed after the revision of the relevant laws, safety facilities, etc. are installed and maintained under the "Special act on the safety control of publicly used establishments", but in the case of existing businesses that have been operating even before the revision of the law, the business continues without safety facilities, etc. installed because the revised law is not retroactively applied. The purpose of this study is to compare and analyze the change in evacuation time by measuring the evacuation time to operating before the revision of the law to simulate evacuation at existing new publicly used establishments without safety facilities, etc. and measure the evacuation time at new publicly used establishments with safety facilities after the revision of the law

• 아태비즈니스연구
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• 제14권3호
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• pp.271-281
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• 2023

Purpose - The purpose of this study is to investigate influential attributes of intention to purchase in the context of cafe business. Design/methodology/approach - The explained variable is intention to purchase. This study used organic, healthiness, and nutrition disclosure as the main attributes to account for intention to purchase. Research target of this work is consumers experienced with Starbucks. The number of observation is 455. Multiple regression analysis is adopted for testing hypotheses. Findings - The results presented that organic positively affect healthiness. Also, nutrition disclosure positively moderates the relationship between healthiness and organic. Moreover, intention to purchase is positively influenced by healthiness. Research implications or Originality - Given the results, this informs cafe managers. Also, this research sheds light to the literature by unveiling the moderating effect of nutrition disclosure in the cafe consumer research domain.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1327-1338
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• 2021

This study aims to examine how experiential marketing and location influence customer loyalty mediated by customer satisfaction. This study's population was Cafe Excelso Rinjani customers in Semarang, Indonesia. The sampling employed a purposive sampling technique, with the following criteria: customers who visited and enjoyed Cafe Excelso Rinjani and aged more than 17 years. Data analysis used multiple regression analysis, and a single test was utilized to test for mediation. The results revealed that experiential marketing positively and significantly affected customers satisfaction. It showed that the better the experiential marketing was done, the more customer satisfaction would be. Location positively and significantly influenced customer satisfaction. It indicated that the more strategic the location, the more customer satisfaction increased. Meanwhile, experiential marketing had no impact on customer loyalty. Location positively and significantly affected customer loyalty at Cafe Excelso Rinjani Semarang. It denoted that the more strategic the location, the more customer loyalty increased. Besides, customer satisfaction had a positive and significant effect on customer loyalty. It signified that, when customer satisfaction increased, customer loyalty would increase. Finally, customer satisfaction perfectly mediated the influence of experiential marketing on customer loyalty, and customer satisfaction mediated the effect of location on customer loyalty.

• 한국식품조리과학회지
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• 제32권1호
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• pp.65-75
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• 2016

The purpose of this study was to investigate the consumer's current use and recognition for foodservice social enterprises type cafe. During the research, problems regarding the developmental directions of foodservice social enterprises type cafe. A one-to-one survey method was used for data collection, and 301questionnaires among the 309 distributed questionnaires to consumers were analyzed (97.4% response rate). The main results of the study were as follows : with reference to the awareness of the foodservice social enterprise type cafe, a majority of respondents (81.1%) replied that they had knowledge related to the business of social enterprise. Furthermore, regarding how customers came to know about the foodservice social enterprise type cafe results showed that 28.2% of respondents knew about the cafe by acquaintances such as friend, co-worker, family, 23.2% by mass media, and 27.2% by others. Data concerning a companion when visiting the cafe, revealed that more than half of the respondents (80.0%) had visited with friend and co-worker. On problems with using the cafe, approximately 46.2% of the respondents replied that there was lack of public relation and 28.9% replied that it was an uncommon store. Since the findings suggested that the major problem is a lack of promotion, foodservice social enterprises type cafe should prepare organized brochures and guide system to attract customers with various purposes and values. Finally, the promotion for foodservice social enterprise type cafe requires a guidance map.

• 서비스연구
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• 제9권2호
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• pp.41-54
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• 2019

모바일 애플리케이션의 활용 증가는 최근 소득의 증가와 삶의 스타일의 변화로 사생활에 있어 본인에게 도움이 되는 편의성을 추구하는 현상으로 볼 수 있다. 특히 고객들의 소비 심리를 분석하면 시간 및 노력을 효율적으로 활용할 수 있는 편의성을 추구하는 형태로 볼 수 있다. 본 연구는 선행연구들을 기반으로 카페 모바일 애플리케이션에 적합한 서비스 편의성을 측정하여 매개변수인 지각된 가치를 통해 종속변수인 재이용 의도에 영향을 미치는 인과 관계의 연구모형을 검증하고자 한다. 연구목적 달성하기 위해 문헌연구방법으로 서비스 편의성, 지각된 가치, 재이용 의도와 관련된 참고문헌을 검토하였고, 실증연구를 위해 온라인 리서치 (주)마크로밀 엠브레인 회사를 통해 실시하였고 조사기간은 2018년 10월 26일-11월 08일까지약 이 주일 동안 진행되었으며, 수집된 자료 중 부적합한 13부를 제외하고 일부문항을 삭제하고 조사에 적합한 324부를 활용하였다. 연구결과는 카페 모바일 애플리케이션의 서비스 편의성이 지각된 가치, 재이용 의도에 유의미한(+) 영향을 미치는 것을 입증하였다. 그리고 카페 모바일 애플리케이션의 서비스 편의성이 재이용 의도에 유의적(+)인 영향관계에서 지각된 가치는 매개역할로 유의미한 결과가 있음을 입증하였다. 시사점으로 본 연구는 모바일 애플리케이션환경에서 카페 모바일 애플리케이션의 서비스 편의성을 지각된 가치 및 재이용 의도에 응용하여 마케팅전략에 활용한다면 카페기업들과 소비자에게 도움이 되리라 사료된다. 따라서 이론적으로는 카페 모바일 애플리케이션의 발전 방향을 제시하고 4차 산업혁명 시대에 부합하는 외식산업의 마케팅 전략 혁신과 경쟁우위를 위한 학문적 자료를 제시하고자 한다.

• 유통과학연구
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• 제19권9호
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• pp.29-39
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• 2021

Purpose: Nowadays, café shop chains are becoming a trend and growing rapidly in Vietnam. There are numerous people who spend their time in cafes and this has become part of the current lifestyle. Therefore, cafe chains owners compete in offering new cafe concepts to attract customers and deliver their values to customers effectively. To gain competitiveness and attractiveness, a cafe must possess an interesting servicescape and provide a good impression toward customers in a cafe. Therefore, this study is to evaluate the role of servicescape as an antecedent to service quality and behavioral intentions in the Vietnam market. Research design, data, and methodology: The study was conducted through survey questionnaires who had used the service at coffee shop chains in cities of Vietnam. We apply the PLS-SEM method to analyze data and test hypotheses. Results: Servicescape is a second-order construct including hygiene, space, ambiance, design, and equipment. Servicescape also impacts directly on overall service quality, employee service quality, and behavioral intention. Conclusions: Servicescape plays a role as an antecedent for service quality and behavioral intention. Therefore, it confirms the importance of managing servicescape in order to deliver more value to customers through improving service quality so that enhance intention to return to use services in coffee shop chains.

• 한국조리학회지
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• 제24권3호
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• pp.71-82
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• 2018

The purpose of this study was to investigate relationship between eating out consumption propensity, dessert $caf{\acute{e}}$ satisfaction, psychological well-being, and quality of life. The objective of this study was reached by verifying a hypothesis through empirical analysis. Data collection was conducted from November 10, 2017 to December 10, 2015, and 250 copies of the questionnaires were distributed. Of these, 243 valid copies of the data were used for the analysis except for the questionnaires that did not meet the research purpose. The results of the analysis were as follows. First, only health pursuit type and quick & convenience pursuit type had a significant influence on satisfaction of dessert cafe. On the other hand, economic value pursuit type, eating out enjoyment pursuit type, and atmosphere pursuit type did not significantly affect dessert cafe satisfaction. Second, among the eating out consumption propensity, there were significant influences on psychological well-being in order of atmosphere pursuit type, eating out enjoyment pursuit type, economic value pursuit type. On the other hand, the health pursuit type and the quick & convenience pursuit type did not significantly affect psychological well-being. Third, satisfaction of dessert cafe had a significant effect on psychological well-being. Fourth, psychological well-being has a significant effect on the quality of life compared to dessert cafe satisfaction. The result of this study is supposed to be utilized as an instrumental data for establishing a strategy for differentiating dessert cafe to improve the quality of life through grasping the eating out consumption propensity to increase satisfaction and psychological well-being in dessert cafe.

• 한국프랜차이즈경영연구
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• 제15권3호
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• pp.45-55
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• 2024

Purpose: This study examines the impact of dessert cafe quality factors-interaction, environmental, outcome, and product quality-on hedonic and utilitarian values, satisfaction, and loyalty. It explores how these elements influence consumer behavior in the context of dessert cafe experiences. Research design, data and methodology: Data were collected from 563 consumers who visited dessert cafés within the last three months. The analysis was conducted using SPSS 28.0 and SmartPLS 4.0 to test the relationships among the café quality factors, consumption values, satisfaction, and loyalty. Result: Interaction, environmental, outcome, and product quality positively influenced hedonic value. Interaction and outcome quality impacted utilitarian value, while environmental and product quality did not. Satisfaction was positively affected by environmental and product quality but not by interaction or outcome quality. Satisfaction influenced loyalty, while neither hedonic nor utilitarian value significantly impacted loyalty. Conclusions: The study highlights the importance of understanding how different quality dimensions in dessert cafés affect consumer satisfaction and loyalty. The findings provide valuable insights for enhancing customer experiences and formulating effective marketing strategies in the dessert cafe industry.