• Journal of Distribution Science
• /
• v.12 no.2
• /
• pp.49-57
• /
• 2014

Purpose - Theorists and researchers in the area of customer satisfaction generally agree that product satisfaction intervenes between expectancy disconfirmation and various post-purchase cognitive states including attitude and behavioral intention. Studies in a variety of settings have supported the effect of expectation and its disconfirmation on satisfaction, but only a small number of studies address the cognitive consequences of satisfaction decisions and none report data on choice processes such as brand selection. This study examines the influence of satisfaction and its determinants on behavioral intention and product preference in eight coffee shops across the country. Generally it was found in both overall and summed attribute analyses that satisfaction was a function of expectation and disconfirmation, that intention was a function of satisfaction, and that preference was influenced by satisfaction and disconfirmation, the latter having the greater effect. Research design, data, and methodology - The main objective of this study was to assess the dimensions of consumer selection and satisfaction in choosing a coffee shop. In order to achieve this objective, a study of coffee shops across the country was conducted. This study comprised in-depth questionnaires distributed to coffee shop customers. A survey was conducted from September 1, 2011 to September 30, 2011, involving franchise coffee shop, independently owned coffee shop, and roastery coffee shop customers. Results - Hypothesis 1-1, which states that coffee shop choice attributes differ based on the type of coffee shop, is accepted. It has a significance level of 0.05, according to choosing properties of coffee shop by convenience of transportation, varieties of beans, residence of the owner (manager), information, and relationships. Hypothesis 1-2, which states that satisfaction with the choice factor differs depending on the type of coffee shops, is accepted. The P-values for cleanliness and varieties of beans were 0.04 and 0.00, respectively, and have a significance level of 0.05, according to the satisfaction with the chosen coffee shop. Hypothesis 2-1, which states that the importance of the choice attributes in coffee shop selections differs based on the demographic characteristics of the customers, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Hypothesis 2-2, which states that satisfaction with the choice factor will differ depending of the type of coffee shop, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Conclusions - This study has shown that intention to revisit a certain shop is most likely correlated to satisfaction in all cases. In order to offer subsequent developments for coffee shops, this study also identifies relations between customer satisfaction and selection by finding significant factors. In order to maximize customers' satisfaction, coffee shops should analyze and satisfy customers' needs and wants in terms of coffee service. While the findings do not generalize beyond the mall sampling procedure used here, we have hopefully identified a close approximation of the process of satisfaction decisions used by consumers generally.

• Journal of the Korea Convergence Society
• /
• v.10 no.1
• /
• pp.123-132
• /
• 2019

As the rapid pace of modern society, people's daily life is becoming tenser and busier. We need a place to relax and to release our pressure. Coffee shops therefor become one of our best choice. With the strengthening of the expansion of the localized Starbucks coffee shop, it becomes extremely urgent for other coffee shops to enhance the space environment design to become outstanding in the coffee shop market. This paper researches and compares the indoor environment design of Starbucks coffee shops in four cities in China, namely Shanghai, Suzhou, Shenzhen and Beijing and four cities in Korea, namely Busan, Seoul, Seoul and Jeju. By comparing the design characteristics and the style of the interior environment of Korea-China coffee shops, we analyze the various elements of space design and summarize the differences in the environmental design of Korea-China Starbucks coffee shops. Moreover, we propose the strategic direction for the future design and the future development of coffee shops. The survey results show that the indoor environment design of Starbucks coffee brand mainly highlights the regional cultural characteristics. Starbucks shops utilize the fashion culture elements based on the local economic and cultural characteristics, aiming at creating a characteristic coffee brand culture and promoting the vigorous development of the coffee market.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2007.11a
• /
• pp.93-98
• /
• 2007

As coffee's taste and scent are emphasized, and interior atmosphere has changed along with sale of brand's own products, there are also epochal trend changes in interior. So, changes within the space should be focused onto open type self coffee shop, a new cultural space distinguishable from existing coffee shops. Therefore, in this study, the following results could be obtained by performing customer-centered, spatial structural characteristics research on 5 take-out coffee shops opened after 2005 that are practicing self service in Busan and Gyeongsangnam-do regions. In this study, it was shown in the above results that location of the entrance, kitchen, and condiment bar, area per person, size and positioning of furniture, area of windows and doors, etc have strong influences for self service which customers themselves carry their food. Therefore, in planning the interior of self coffee ship in the future, presentation of more effective and practical space based on this analysis will be required.

• Journal of the Korean Society of Food Culture
• /
• v.32 no.5
• /
• pp.421-436
• /
• 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.

• Culinary science and hospitality research
• /
• v.17 no.5
• /
• pp.30-41
• /
• 2011

This study investigates coffee consumers' perceptions of coffee shops, using the Importance-Performance Analysis and the Fishbein Attitude Model approach. A survey was carried out in coffee shops(2010, 12/6~12/20), and 175 out of 200 copies of questionnaire were returned from the coffee shops. After excluding 27 unusable cases which had an unacceptable level of missing data, 148 cases were used for analysis. The IPA showed that an attractive facade, toilet cleanliness, coffee freshness, coffee taste were included in the area of maintaining good results while coffee price was in the area of concentrating efforts, which coffee shop managers should improve. Also, the analysis using the Fishbein attitude model showed that coffee taste, an attractive facade, toilet cleanliness, and coffee freshness were in order of importance, and Starbucks, Angelinus, Caffebene, and Pascucci are in order of brand preference. Although this study has some limitations(such as self-report, common method bias), it shows significant implications to coffee shop managers.

• Culinary science and hospitality research
• /
• v.21 no.2
• /
• pp.11-26
• /
• 2015

The purpose of this study was to understand the influence of non-verbal communication of coffee shop employees on brand image and customer satisfaction. Based on a total of 317 samples obtained for empirical research, this study reviewed the reliability and fitness of the research model and verified a total of 3 hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested through the use of a structural equation model(SEM). The proposed model provided an adequate data fit, ${\chi}^2=434.380$ (p<0.001), df=178, CMIN/DF=2.440, GFI=0.886, AGFI=0.852, NFI=0.900, CFI=0.938, RMSEA=0.068. The model's fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that kinesics(${\beta}=.311$), paralanguage(${\beta}=.242$), physical appearance(${\beta}=.382$) and proxemics(${\beta}=.481$) had a significant positive influence on brand image. In addition, brand image(${\beta}=.217$) had a significant positive influence on customer satisfaction. Furthermore, the effect of coffee shop employee non-verbal communication on customer satisfaction was found to be partially mediated by the brand image.

• Journal of the Korean Society of Food Culture
• /
• v.29 no.6
• /
• pp.519-527
• /
• 2014

This study was conducted to analyze the differences in consumer behavior of coffee product according to monthly income in franchised coffee shop's consumer in Korea. A total of 293 questionnaires were used out of the 330 that had been distributed for analysis; those that lacked reliability were excluded. Frequency, ANOVA, and Duncan's multiple range test was conducted to analyze the hypotheses of the study. The findings are summarized as follows. There were significant differences in consumer behavior with regard to seeking health, eco-friendly products, product brand, and product taste as well as preferred coffee menu and coffee consumption expenditures. High income consumers rather than low income groups showed much higher score for concerning health, concerning diet, concerning calorie, concerning instant, concerning caffeine and concerning nature, organic in coffee consumer behavior. In amount spent on purchasing coffee products according to income, low income consumers rather than high income groups had much higher financial expense burden.

• Proceedings of the Safety Management and Science Conference
• /
• 2011.11a
• /
• pp.683-694
• /
• 2011

This study analysed impact of service quality on customer satisfaction and loyalty in the take-out coffee shop. The switching barrier was also studied as a moderating effect. Particularly, this study focused on relationships between customer loyalty and switching barriers. A lot of previous studies interest only in customers satisfaction. This study also analysed relationships among service quality, customer satisfaction, switching barriers and brand loyalty. Eventually, service quality significantly affects customer satisfaction, moderating effects, brand loyalty and marketing performance. SERVQUAL model which was established by PZB (1988) was used as a service quality factors. The impact on customer satisfaction was analysed using multiple regression analysis. Simple regression analysis was used to find effects of customer satisfaction and customer loyalty. Additional factors of switching barriers was classified based on previous studies. Hierarchical multiple regression analysis was used to find factors of customer loyalty among switching barriers. In the result, we can find that the importance of tangibles, responsiveness in service quality factors and contract cost, search cost and continuous cost in moderating effects.

• Journal of Distribution Science
• /
• v.17 no.8
• /
• pp.15-24
• /
• 2019

Purpose - The relationship between personal consumption value and brand trust and brand attitude, brand trust and brand attitude, and brand loyalty was analyzed at a time when customers visiting domestic and foreign brands with mutual competition recognized the coffee shop as a new cultural space. Research design, data, and methodology - To examine these research models, samples were collected from 348 peoples who visited Coffee Franchise Companies during March to April, 2019. Results - The results of the study showed that Most of the assumptions about consumers' personal consumption values and brand trust, brand attitude and brand loyalty were adopted. This shows that there is a positive and organic relationship between these variables. Conclusions - Consumers' personal consumption values are found to have a positive impact on brand trust and brand attitudes. This means that the more positive an individual's consumption value is, the more confidence and likability a brand has. Brand trust has been shown to have a positive impact on brand attitudes. Brand attitudes and brand trust also have a positive impact on brand loyalty. This means efficient management of brand trust and brand attitudes in chain service companies is necessary.

• Journal of the Korean Society of Food Culture
• /
• v.29 no.6
• /
• pp.549-556
• /
• 2014

This study aimed to determine consumer satisfaction according to selection attributes of specialized coffee shops and also understand the effects of consumer satisfaction on recommendation intention and revisit intention. Through positive analysis, the study produced the following results. In the factor analysis of selection attributes of specialized coffee shops, there were six factors: 'quality', 'brand image', 'economic feasibility', 'menu diversity', 'the atmosphere and convenience of the shop', and 'service'. Among these factors, 'brand image', 'economic feasibility', and 'menu diversity' were found to exert a significant influence on consumer satisfaction. Second, consumer satisfaction had a significant influence on recommendation intention and revisit intention. Third, consumer intention to revisit specialized coffee shops showed a significant influence on recommendation intention.