본 연구는 커피전문점의 선택속성과 브랜드 선호도 및 점포충성도에 관한 연구로 본 연구의 목적을 달성하기 위하여 조사는 2014년 10월 1일부터 10월 30일까지 30일간 부산, 경남, 밀양, 마산, 창원 지역에서 커피교육을 받고 있는 수강생 300명을 대상으로 실시하였다. 총 300부의 설문지를 배포하여 회수되지 않는 설문지 27부와 불성실하거나 다수의 문항에 응답을 하지 않은 25부를 제외하여 248부의 유효 표본으로 사회과학 통계프로그램인 SPSS 21.0과 AMOS 21.0을 이용하여 실증분석을 실시하였다.
여성 커피교육 수강생을 대상으로 하여 원인변수와 결과변수의 인과관계를 규명하기 위하여 이론적 고찰과 선행연구를 통하여 11개의 연구가설을 설정하였다. 그 중에서 8개의 연구가설이 채택되었으며, 설문조사를 통한 변수 간의 인과관계 실증분석결과를 요약하면 다음과 같다.
첫째, 커피전문점의 선택속성 중 친절성은 브랜드 선호도에 어떠한 영향을 미치는 가를 검증하였다. 그 결과 커피 전문점의 선택속성 요인 중 친절성은 브랜드 선호도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 1-1을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설1-1은 채택되었다.
둘째, 커피 전문점의 선택속성 요인 중 유형성은 브랜드 선호도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 1-2을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설1-2는 채택되었다.
셋째, 커피 전문점의 선택속성 요인 중 신뢰성은 브랜드 선호도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 1-3을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치지 않는 것으로 나타나 가설1-3은 기각되었다.
넷째, 커피 전문점의 선택속성 요인 중 메뉴성은 브랜드 선호도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 1-4를 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설1-4는 채택되었다.
다섯째, 커피 전문점의 선택속성 요인 중 커피품질은 브랜드 선호도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 1-5을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설1-5는 채택되었다.
여섯째, 커피 전문점의 선택속성 요인 중 친절성은 점포충성도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 2-1을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치지 않는 것으로 나타나 가설2-1은 기각되었다.
일곱째, 커피 전문점의 선택속성 요인 중 유형성은 점포충성도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 2-2을 검증한 결과, 경로계수 .255, t값 1.987로 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설2-2은 채택되었다.
여덟째, 커피 전문점의 선택속성 요인 중 신뢰성은 점포충성도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 2-3을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치지 않는 것으로 나타나 가설2-3은 기각되었다.
아홉째, 커피 전문점의 선택속성 요인 중 메뉴성은 점포충성도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 2-4을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설2-4는 채택되었다.
열 번째, 커피 전문점의 선택속성 요인 중 커피품질은 점포충성도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 2-5을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설2-5는 채택되었다.
열한번째, 커피 전문점의 브랜드 선호도는 점포충성도에 유의한 정(+)의 영향을 미칠 것이라는 연구가설 3을 검증한 결과, 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타나 가설3은 채택되었다.

The purpose of this study was to investigate the coffee shop selection attributes, brand preference and shop loyalty for coffee shops. For that, 200 students attending the coffee education in Busan, Gyeongnam, Milyang, Masan, and Changwon regions were surveyed for 30 days from October 1 to October 30, 2014.
A total of 300 questionnaires were distributed, and 248 questionnaires were used for empirical analysis using the SPSS 18.0 and AMOS 18.0, the social science statistics program, excluding 27 questionnaires which were not collected and 25 questionnaires that contained insincere questions or omitted answers to many questions.
In order to examine the causal relationship of exposure variable and outcome variables for the female students attending the coffee education, 11 research hypotheses were set through theoretical consideration and preceding studies. Among them, 8 research hypotheses were adopted. The results of empirical analysis of causal relationship of variables can be summarized as follows:
First, the effect of kindness on brand preference was validated among the selection attribute factors of coffee shop. The results showed that the kindness had a statistically significant positive effect on brand preference among the selection attribute factors of coffee shop based on the validation of research hypothesis 1-1 which assumed that the kindness would have a statistically significant positive on brand preference, and therefore, the hypothesis 1-1 was adopted.
Second the effect of coffee shop type on brand preference was validated among the selection attribute factors of coffee shop based on the research hypothesis 1-2 which assumed that the coffee shop type would have a statistically significant positive effect on brand preference. The results showed that the coffee shop type had a statistically significant positive effect on brand preference and therefore hypothesis 1-2 was adopted.
Third, the effect of reliability on brand preference was validated among the selection attribute factors of coffee shop based on the research hypothesis 1-3 which assumed that the reliability type would have a significant positive effect on brand preference. However, the reliability type did not have a significant positive effect on brand preference and therefore hypothesis 1-3 was rejected.
Fourth, the effect of menu characteristics on brand preference was validated among the selection attribute factors of coffee shop based on the research hypothesis 1-4 which assumed that the menu characteristics would have a statistically significant positive effect on brand preference, and therefore hypothesis 1-4 was adopted. The results showed that the menu characteristics had a statistically significant positive effect on brand preference and therefore hypothesis 1-4 was adopted.
Fifth, the effect of coffee quality on brand preference was validated among the selection attribute factors of coffee shop based on the research hypothesis 1-5 which assumed that the menu characteristics would have a statistically significant positive effect on brand preference. The results showed that the coffee quality had statistically significant positive effect on brand preference and therefore hypothesis 1-5 was adopted.
Sixth, the effect of kindness on shop loyalty was validated among the selection attribute factors of coffee shop based on the research hypothesis 2-1 which assumed that the kindness would have a statistically significant positive effect on shop loyalty. However, kindness did not have a significant positive effect on shop loyalty and therefore hypothesis 2-1 was rejected.
Seventh, we validated research hypothesis 2-2 which assumed that the coffee shop type would have a statistically significant positive effect on shop loyalty and found that the coffee shop type had a statistically significant positive effect on shop loyalty, considering the path coefficient of .255 and t-value of 1.987, and therefore, the hypothesis 2-2 was adopted.
Eighth, the effect of reliability on shop loyalty was validated among the selection attribute factors of coffee shop based on the research hypothesis 2-3 which assumed that the reliability would have a statistically significant positive effect on shop loyalty. However, reliability did not have a significant positive effect on shop loyalty and therefore hypothesis 2-3 was rejected.
Ninth, the effect of menu characteristics on shop loyalty was validated among the selection attribute factors of coffee shop based on the research hypothesis 2-4 which assumed that the menu characteristics would have a statistically significant positive effect on shop loyalty. The results showed that the menu characteristics had a statistically significant positive effect on shop loyalty, and therefore hypothesis 2-4 was adopted.
Tenth, the effect of coffee quality on shop loyalty was validated among the selection attribute factors of coffee shop based on the research hypothesis 2-5 which assumed that the coffee quality would have a statistically significant positive effect on shop loyalty. The results showed that the coffee quality had a statistically significant positive effect on shop loyalty, and therefore hypothesis 2-5 was adopted.
Eleventh, the effect of brand preference on shop loyalty was validated based on the research hypothesis 3 which assumed that the brand preference would have a statistically significant positive effect on shop loyalty. The results showed that the brand preference had a statistically significant positive effect on shop loyalty, and therefore hypothesis 3 was adopted.