• Culinary science and hospitality research
• /
• v.15 no.1
• /
• pp.287-295
• /
• 2009

The purpose of the study was to investigate university students' using coffee shops. For this study, 265 university students in seoul were surveyed from October 6 to October 10, 2008, and 250 copies of the questionnaire were analyzed. A statistical data analysis was completed using SPSS programs. The results of this study revealed that the importance and performance which university students showed in using coffee shops were 4.03 and 3.01 out of 5 respectively. The Importance-Performance Analysis(IPA) used for obtaining information on coffee shops suggested that the items regarded as important but discontented were price, sanitation of ice, water, appliances, the store and employees in general, and cold storage condition.

• Culinary science and hospitality research
• /
• v.20 no.3
• /
• pp.171-185
• /
• 2014

This research investigates the causal relationships between the selection attributes of coffee shops and customer value and revisit intention. To do this, the statistics programs SPSS 18.0 and AMOS 18.0 were used targeting 218 college students from three universities (K, D, Y) in the Busan area. Frequency analysis, explanatory factor analysis, confirmatory factor analysis, correlation analysis, and structure model analysis for hypothesis verification were conducted to analyze the data. Based on the results of exploratory factor analysis, five factors were drawn as quality of coffee, indoor environment, service, discount, and brand. Model fidelity and validity was confirmed by implementing the confirmatory factor analysis. In addition, results of structure model analysis confirmed partial relationships among the selection attributes of the college students regarding coffee shops, customer value, and revisit intention. Furthermore, a positive relationship between customer value and revisit intention was also confirmed. Thus, this research suggests that coffee shop managers should manage in a way that customers may acknowledge the value of the expenses they pay.

• Journal of the East Asian Society of Dietary Life
• /
• v.19 no.2
• /
• pp.265-277
• /
• 2009

This study explored the behavior and choice attributes of specialty coffee shop customers according to their general characteristics. The results showed significant differences by gender, age, occupation, education, and income. Female customers stayed longer, valued taste, and their importance perception toward employee and systematic service was higher compared to the males. According to age, younger customers (20's, 30's) stayed longer, visited coffee shops to meet friends and enjoy specialty coffee, and placed high importance on physical surroundings, systematic service, and taking out coffee. Whereas older (50's and 60's) customers valued the location and having coffee on-premise. In terms of education, ustomers with higher education visited coffee shops to enjoy their favorite specialty coffee. By income, those with higher ncomes valued the location and brand of the coffee shop, and their importance perception toward employee and ystematic service was lower than that of customers with lower incomes.

• The Journal of the Korea Contents Association
• /
• v.16 no.11
• /
• pp.409-419
• /
• 2016

The purpose of this study is to examine the differences of selecting coffee shop and type of coffee according to the reason for the visit. The proposed model was empirically tested by using survey data collected from 209 university students in Seoul and Gyeonggi Province. SPSS has been used to preform this analysis. The study found six reasons for visiting Coffee shops which are convenience, social contact, psychological factor, economic factor, mental factor, and habitual visit. As we gorup these six reasons into three groups, students who visit coffee shops according to economic or habitual factor consider more on 'diversity of coffee'. And students who visit coffee shops according to convenience or habitual factor consider more on 'kindness of worker'. And last group who visit coffee shops according to social factor consider more on 'moderate price of coffee'. The reason why the reason for the visit and the attributes of selecting Coffee Shop are not meaningful to the type of coffee which students chose is that most of students tend to choose certain type such as Americano. And this also result from the traditional managements which don't have enough effort or the differentiation about the variety of menu.

• Journal of Digital Convergence
• /
• v.12 no.4
• /
• pp.157-170
• /
• 2014

Professional coffee shops are trying to increase customers' satisfaction and to invite more customers by providing the differentiated services. The existing researches show that the effects which the physical environment in shops has on customers' satisfaction and word of mouth intention are appealing to people's attention. In comprehensively examining the studies related to the physical environment, they can be summarized into two main perspectives, that is, the direct effect that the physical environment has on customers' satisfaction, quality perception, and other customers' responses (purchase desire, revisit intention, etc.) and the indirect effect that the physical environment has on customers' responses by means of customers' emotion or value perception. This research established 4 hypotheses by sampling 321 customers of those who have visited professional coffee shops, and empirically analyzed them. The empirical analysis carried out the structure analysis of covariance by using SPSS 17.0 statistics package and AMOS 17.0. As a result of the hypothesis qualification, the other hypotheses excluding one little hypothesis were adopted. The one refused hypothesis is that the only symbolism of the environmental elements in shops doesn't influence the customers' emotion positively (+). This is considered as a very unexpected result, and yet many customers who visit coffee shops express the symbols of professional coffee shops using the expressions such as 'bean coffee shop' or 'star coffee shop', but these expressions seem not to influence customers' mind positively in practice.

• The Korean Journal of Franchise Management
• /
• v.6 no.2
• /
• pp.1-16
• /
• 2015

The purpose of this study was to examine the structural relationships among consumer's values(individualism and collectivism), attitude, subjective norms, and visit intention using reasoned action theory(RAT). The data were collected from 12 5 customers who visited coffee shops in Seoul and Kyonggi and were analyzed using structural equation modeling with SPSS and AMOS The result of the overall model analysis appeared as follows: χ2=11.347, df=2, p=0.003, GF I=0.966, NF I=0.946, CF I=0.954, RMR=0.05 The findings are as follows: First, collectivism had a positive influence on attitudes and subjective norms. Second, Individualism had a significant positive influence on attitude toward coffee shops, but not on subjective norms. Third, both attitude and subjective norm had positive effects on visit intention.

• Journal of Distribution Science
• /
• v.10 no.3
• /
• pp.51-61
• /
• 2012

This study seeks to understand how the choice of a coffee shop is related to a customer's loyalty and which characteristics of a shop influence this choice. It considers large-sized coffee shops brands whose market scale has gradually grown. The users' choice of shop is determined by price, employee service, shop location, and shop atmosphere. The study investigated the effects of these four properties on the brand attitudes of coffee shops. The effects were found to vary depending on users' characteristics. The properties with the largest influence were shop atmosphere and shop location Therefore, the purpose of the study was to examine the properties that could help coffee shops get loyal customers, and the choice properties that could satisfy consumers' desires The study examined consumers' perceptions of shop properties at selection of coffee shop and the difference between perceptual difference and coffee brand in order to investigate customers' desires and needs and to suggest ways that could supply products and service. The research methodology consisted of two parts: normative and empirical research, which includes empirical analysis and statistical analysis. In this study, a statistical analysis of the empirical research was carried out. The study theoretically confirmed the shop choice properties by reviewing previous studies and performed an empirical analysis including cross tabulation based on secondary material. The findings were as follows: First, coffee shop choice properties varied by gender. Price advantage influenced the choice of both men and women; men preferred nearer coffee shops where they could buy coffee easily and more conveniently than women did. The atmosphere of the coffee shop had the greatest influence on both men and women, and shop atmosphere was thought to be the most important for age analysis. In the past, customers selected coffee shops solely to drink coffee. Now, they select the coffee shop according to its interior, menu variety, and atmosphere owing to improved quality and service of coffee shop brands. Second, the prices of the brands did not vary much because the coffee shops were similarly priced. The service was thought to be more important and to elevate service quality so that price and employee service and other properties did not have a great influence on shop choice. However, those working in the farming, forestry, fishery, and livestock industries were more concerned with the price than the shop atmosphere. College and graduate school students were also affected by inexpensive price. Third, shop choice properties varied depending on income. The shop location and shop atmosphere had a greater influence on shop choice. The customers in an income bracket of less than 2 million won selected low-price coffee shops more than those earning 6 million won or more. Therefore, price advantage had no relation with difference in income. The higher income group was not affected by employee service. Fourth, shop choice properties varied depending on place. For instance, customers at Ulsan were the most affected by the price, and the ones at Busan were the least affected. The shop location had the greatest influence among all of the properties. Among the places surveyed, Gwangju had the least influence. The alternate use of space in a coffee shop was thought to be important in all the cities under consideration. The customers at Ulsan were not affected by employee service, and they selected coffee shops according to quality and preference of shop atmosphere. Lastly, the price factor was found to be a little higher than other factors when customers frequently selected brands according to shop properties. Customers at Gwangju reacted to discounts more than those in other cities did, and the former gave less priority to the quality and taste of coffee. Brand preference varied depending on coffee shop location. Customers at Busan selected brands according to the coffee shop location, and those at Ulsan were not influenced by employee kindness and specialty. The implications of this study are that franchise coffee shop businesses should focus on customers rather than aggressive marketing strategies that increase the number of coffee shops. Thus, they should create an environment with a good atmosphere and set up coffee shops in places that customers have good access to. This study has some limitations. First, the respondents were concentrated in metropolitan areas. Secondary data showed that the number of respondents at Seoul was much more than that at Gyeonggi-do. Furthermore, the number of respondents at Gyeonggi-do was much more than those at the six major cities in the nation. Thus, the regional sample was not representative enough of the population. Second, respondents' ratio was used as a measurement scale to test the perception of shop choice properties and brand preference. The difficulties arose when examining the relation between these properties and brand preference, as well as when understanding the difference between groups. Therefore, future research should seek to address some of the shortcomings of this study: If the coffee shops are being expanded to local areas, then a questionnaire survey of consumers at small cities in local areas shall be conducted to collect primary material. In particular, variables of the questionnaire survey shall be measured using Likert scales in order to include perception on shop choice properties, brand preference, and repurchase. Therefore, correlation analysis, multi-regression, and ANOVA shall be used for empirical analysis and to investigate consumers' attitudes and behavior in detail.

• Korean Institute of Interior Design Journal
• /
• v.20 no.4
• /
• pp.118-125
• /
• 2011

Despite the recent economic depression, the beverage industry is becoming as big as the bakery industry, reaching 3 trillion in scale. With the national income exceeding twenty thousand dollars, the consumption of coffee has greatly risen, of which professionals say that the coffee craze is only in the beginning stage. With this growth, the number of coffee shops is also increasing, and in order to increase competitiveness and to secure profit in the market economy, design marketing is being perceived as a very important factor. By examining domestic coffee shops and their space design, and deducting their marketing strategies and expressive elements of space design through SWOT analysis and 4P analysis, this research aims to analyze domestic coffee houses and their marketing strategies by case studies. This research shows how important expressive elements are through comparison of the various expressive elements of space design used in the individual types of coffee houses. Future research might investigate in depth about each element and their adequateness for the space types.

• The Korean Journal of Food And Nutrition
• /
• v.31 no.1
• /
• pp.173-184
• /
• 2018

This research was conducted to examine coffee shop customers' preference and satisfaction by different types of promotion. Research samples ware adults with experience of any form of coffee shop promotion (n=209). Descriptive statistics, Chi-square, t-test and one-way ANOVA were used to analyze the relations among variables. Results showed that 'free coupon' was the most preferred ones. SNS was the most frequently used search method for coffee shop coupon promotion information. The most preferred event promotion was 'freebies', and preference levels were significantly different by age and employment status. 'Barista experience' was ranked highest in preference among cultural experience events. Drinking coffee was the most important purpose of visiting coffee shops, especially among unemployed, twenties, and women respondents. Coupon was evaluated the highest in usefulness and satisfaction among the three promotion methods. Event and cultural experience were preferred more by respondents in their twenties than those in their thirties. Results indicated that all promotion strategies are effective for increasing customer satisfaction and for inducing revisit. Findings also showed that preference for promotion was affected by customer characteristics such as age and gender. Therefore, coffee shops should consider using the most effective and attractive promotion strategy for their target market, while maintaining a consistent service quality level to fulfill customer expectation.

• 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.