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A Comparative Study on the Determinants of Customer Satisfaction in Roastery & Brand Coffee Shops
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로스터리 & 브랜드 커피전문점의 고객만족의 결정요인 비교 연구

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Type
Academic journal
Author
Yong-Suk Lim (수성대학교)
Journal
Culinary Society of Korea Culinary Science & Hospitality Research Vol.27 No.5(Wn.130) KCI Accredited Journals
Published
2021.5
Pages
165 - 175 (11page)

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A Comparative Study on the Determinants of Customer Satisfaction in Roastery & Brand Coffee Shops
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This study compared the impact of service quality of brand coffee shops and roastery coffee shops on customer satisfaction. Through this research, we tried to propose relative competitiveness and improvement points through a study comparing the determinants of customer satisfaction from brand coffee shops and roastery coffee shops. Questionnaire survey was employed and distributed 500 copies to coffee shop consumers from Jan. 10 to Jan. 19, 2020 (for 10 days), and a total of 470 copies were used in the analysis. The findings were as follows: Core services and locations of brand coffee shops have a significant impact on customer satisfaction in both coffee shops. Furthermore, core services, service environment, and convenience have a significant impact on customer satisfaction in the case of roastery coffee shops, and there was a significant difference in service environment and location after examining the difference in the impact of service quality on customer satisfaction. In addition, the service environment was found to have a significant impact on customer satisfaction in the case of roastery coffee shops, but brand coffee shops were not. In the case of location, it was found that brand coffee shops had a significant impact on customer satisfaction, but it was not significant in the case of roastery coffee shops. This study empirically indentified the influence of service quality of brand coffee shops and roastery coffee shops on customer satisfaction, and these findings will provide meaningful insights for competitive advantage.
#Service quality #Roastery coffee shop #Brand coffee shop #Customer satisfaction #Comparative study

Contents

ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 실증분석
5. 결론
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References (28)

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Chong, Y. K., Shin, S. Y., & Han, M. A. (2013). Relationship among customer’s behavior, employee’s emotional change, and service delivered by employees on service encounter in specialty coffee house. International Journal of Tourism and Hospitality Research, 27(3), 189-208. google schola Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. google schola Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptionsminus- expectations measurement of service quality. Journal of Marketing, 58(1), 125-131. google schola Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7-18. google schola Grӧnroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44. google schola

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