저가커피전문점 선택속성이 고객만족에 미치는 영향

Abstract

The purpose of this study is to investigate the effect of low - priced coffee shop selection attributes on customer satisfaction for low - priced coffee shop customers. In order to verify the research hypothesis, we set up a research model and research hypothesis that can study the effect of low - priced coffee shop selection attributes on customer satisfaction based on previous studies and theoretical studies. According to the results of the study, the convenience and cleanliness were the most influential factors in improving the satisfaction of coffee buyers in low price coffee shops. Unlike the large franchise coffee shop, which regards the merchantability of the coffee itself, convenience at the low cost coffee shop is very important, reflecting the accessibility of the coffee shop and its location and operating hours. In addition, hygiene and cleanliness inside the coffee shop and open kitchen were the next important factors. The taste, quality, price, quantity and temperature related to the commodity of the coffee itself, which showed the lowest result among the four components,quantity as important factors showed meaningful results. Accelerating competition in the coffee market provides an opportunity for coffee consumers to choose coffee shops at various prices. Especially, according to the market change of the existing large franchise coffee shops, purchase of coffee through low price coffee specialty stores has increased the variety of coffee selection. The limitations of this study can be attributed to the selection properties and customer satisfaction which are mainly used in the study of the existing large franchise coffee shops, The results of this study are as follows. First, the effects of brand loyalty, brand preference, and coffee education on preference and preference are limited. However, this study is meaningful in that it focuses on low - priced coffee shops which are forming a new market recently in a research centered on large franchise coffee shops or roastley coffee shops which occupy an overwhelmingly high percentage in coffee related research, More research is expected in the future for low-priced coffee shops.