원두커피 구매속성이 고객만족에 미치는 영향

Abstract

The purpose of this study is to investigate the coffee bean of selection attributes on customer satisfaction. The survey was targeted at consumers who buy ground coffee and the experience of drinking it. In order to analyze the data, descriptive statistics and multiple regression methods were utilized. It was difficult to find literature on coffee bean of selection. The study revealed that there are four selection attributes: environmental effect (country, variety, roasting, crop year, processing, region, extraction); price (coupon, discount, event, price); merchantable quality (taste, freshness, aroma, quality); and functionality (caffeine-free, organic). Among the four roasted coffee of selection attributes, environmental effect and merchantable quality each had a positive effect on customer satisfaction. price and functionality did not influence customer satisfaction. This study points to a few important facts. First, when the consumer selects a roasted coffee, they consider the country, variety, roast, crop year, processing, region, extraction, taste, freshness, aroma, and quality. Second, The study showed that price and caffeine-free or organic status had little effect on customer satisfaction. Third, among the four roasted coffee of selection attributes, the environmental effect has a higher impact on satisfaction than the merchantable quality. This shows that the customer cares more about environmental factors than the favor. Therefore, if people in the coffee industry understand the roasted coffee of selection attributes, and efforts to improve the quality of coffee are made coffee, they will be expected to become more competitive.