• Journal of the Korean Society of Food Culture
• /
• v.34 no.5
• /
• pp.567-576
• /
• 2019

The purpose of this study is to identify the impact of the performance-linked marketing of food companies on the satisfaction and willingness of the companies that purchase products. To achieve the purpose of this study, a survey was conducted on consumers who were using domestic coffee franchises. A total of 300 questionnaires were distributed, and only 291 were finally used for analysis, except for eight ones that were not sincere or valid. Performance-linked marketing consisted of promotional factors, support factors, production factors, and mouth-to-mouth factors, and the purchasing company's satisfaction and willingness to purchase products consisted of a single factor. A linear regression analysis was performed using SPSS version 20.0 to verify the hypothesis. The research results show that (1) marketing linked to the performance by coffee shops has a significant impact on consumers' willingness to purchase. (2) The marketing performance for coffee shops has a significant positive impact on the satisfaction of the purchasing company. (3) The consumer's intention to purchase has a significant positive effect on the purchaser's satisfaction. These findings confirm the importance of concert-linked marketing in the differentiated marketing by restaurant businesses.

• Asia Marketing Journal
• /
• v.14 no.3
• /
• pp.169-184
• /
• 2012

All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.

• Korean Institute of Interior Design Journal
• /
• v.19 no.5
• /
• pp.75-82
• /
• 2010

The aim of study is examining the marketing strategies and analyzes space design which is reflected marketing strategy and design elements by coffee shop chains. For the purpose, field survey and the questionnaire survey are conducted in coffee shop chains in Myeong-dong in Seoul. The results of the questionnaire survey are analyzed through SPSS 18.0 program and these results compare with the field survey. The result of analysis were as follows; 1) The company have to plan the coffee shop chains which were reflected by consumer opinion. 2) The coffee shop chains have to plan independent atmosphere space for take out consumers. 3) The coffee shop chains have to consider suitable design elements according to condition of lease, an area and position. 4) The coffee shop chains have to have design marketing strategies which were reflected by space, furniture, color and lighting. 5) Companies should communicate with consumers actively.

• Asia Marketing Journal
• /
• v.14 no.3
• /
• pp.185-197
• /
• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.

• Journal of the Korean Society of Food Culture
• /
• v.32 no.6
• /
• pp.549-557
• /
• 2017

As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

• Industry Promotion Research
• /
• v.7 no.1
• /
• pp.9-15
• /
• 2022

This study tried to analyze the growth background of Starbucks, a competitive company in the Korean coffee industry. Therefore, by using the STEEP analysis technique, each company's competitiveness was analyzed and the results were used to derive competitive factors. And the research results are as follows. Looking at the social aspect, economic activity has been a catalyst for women as the standard of living has increased due to economic growth. In addition, in the case of coffee culture in the past, Starbucks' response strategy, which has seen the transformation from vending machine mixed coffee culture to a consumer market that emphasizes cultural and spatial aspects, was effective. Looking at the technical aspect, the deviation has been reduced by securing uniform standardization of the taste of coffee beans at franchise stores, and the operation of a standardized operating system was possible by operating the store directly. And looking at the economic aspect, as the coffee consumption market continues to expand, the overall size of the market has also grown proportionally, creating a stable growth environment. Lastly, looking at the environmental and policy aspects, it is that the marketing strategy direction based on the policy activities as an eco-friendly company as a market leader has been the main focus of the recent policy direction emphasizing eco-friendliness.

• The Korean Journal of Franchise Management
• /
• v.9 no.3
• /
• pp.19-29
• /
• 2018

Purpose - Due to the increase in coffee consumption and competition, domestic coffee franchise companies are currently entering the overseas market. Therefore, coffee franchise companies are pursuing a variety of marketing strategies to meet customer needs and gain competitive advantage in overseas markets. From this perspective, overseas franchise companies need to ensure that their servicescapes meet the needs of their overseas customers. For these purposes, the study is to identify the impact servicescapes on customer satisfaction and customer loyalty focused on Global Coffee Franchise Company "C", which extended its business worldwide in Mongolia. Research design, data, and methodology - The data were collected from customers who had visited the stores of 'C' company in Ulaanbaatar, Mongolia. 435 valid questionnaires collected through online survey coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 24 and SmartPLS 3.0. Result - Firstly, seating comfort, facility aesthetics, and cleanliness, ambient conditions among servicescapes influenced customer satisfaction. Secondly, servicescapes didn't affect the loyalty directly. Third, customer satisfaction had positive effect on loyalty. Fourthly, cleanliness which was ranked lower in Korea had a great effect on customer satisfaction in Mongolia. Fifthly, IPMA(Importance-performance map analysis) shows that the importance of servicescapes is higher for women than for men, and facility aesthetics for female and cleanliness is the most important for male. Conclusions - The results of this study show that there is a positive (+) effect on customer satisfaction in order of cleanliness, ambient conditions, aesthetics, and seating comfort. Therefore, franchise companies considering or advancing into Mongolia should consider importance in order of cleanliness, ambient conditions and aesthetics when entering Mongolia market. For example, franchise managers should select Monday as a "clean day," and all merchants should spend all of their open hours and keep their stores clean in accordance with the head office manual. In addition, franchise managers need to hire a VMD (visual merchandising) experts to build up a physical environment that will effectively highlight the space-specific display of the store so that Mongolian local customers can have a satisfactory climate and aesthetics. And, the IMPA analysis between servicescapes and customer satisfaction shows that women are more susceptible to servicescapes than men. Especially, in the case of women, the importance of esthetics is high, but the performance is low. Thus, if the aesthetics are actively improved, customer satisfaction can be effectively increased.

• Proceedings of the Safety Management and Science Conference
• /
• 2009.04a
• /
• pp.511-521
• /
• 2009

The purpose of this study was to variety of services criteria as Serqul in service quality on customer commitment the customer to take a look at the impact of the activities associated with customer loyalty Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered marketing, customer commitment is surfacing as a competitive edge that a company can benefit from for a long time.

• Proceedings of the Safety Management and Science Conference
• /
• 2008.11a
• /
• pp.101-114
• /
• 2008

Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.

• The Journal of the Korea Contents Association
• /
• v.20 no.9
• /
• pp.380-388
• /
• 2020

This study is a subjective study on consumer's perception of drive-through as part of one method of service business to drive the drive-through service to understand how the user's perspective is more effective than the company's management position. In order to analyze the consumer's subjective viewpoint on the use of through companies, an exploratory study was conducted by selecting the Q-methodology. To this end, the analysis work was conducted in a way that the respondents classified the statement cards, and the Q population was selected and composed. Through this, the P-sample was selected and the Q-sort obtained through the classification process was used for the PC QUANL program. Was analyzed through Q factor analysis. customers divide into 3 types. Firstly, type 1 (N=14) is the people who pursue the convenience on value for time. Secondly, type 2 customers (N=4) prefer efficiency on value for time. finally, type 3 ones (N=2) put a great value on quickness. Each subjective opinion detected through this analysis will be the basis for various studies in the future, and may be used as a reference in the future direction of establishing drive-through marketing and improving the lacking parts.