디저트카페 선택속성이 만족에 미치는 영향

Abstract

Coffee, the representative food of modern man, is an essential food to start the day and is settled in daily life. Coffee is not only a favorite food for lovers but also a favorite food of the public. The change of the coffee market has become the life of modern people along with the culture of the public according to the consumption trend and lifestyle. Korean coffee culture continues to grow with franchise coffee shops like Starbucks and specialty roastery specialty coffee shops. In addition to these social atmospheres, the competition in the coffee and dessert market has intensified, and how the consumer's selection attributes, such as coffee taste and various desserts, have changed, and the effects of each selection attribute on satisfaction are examined. This study aims to identify the selection attributes that fit the preferences and consumption patterns of dessert cafes for consumers who visited 35 romantic cafes selected from the background of Busan's history and natural environment, and analyze the effects of the selection attributes on satisfaction. In addition, it is possible to discover the original cafe culture contents by activating the management of dessert cafes and linking with local cultural tourism, and to promote Busan's tourism industry and economy as a complex cultural space. The purpose of this study is to identify the selection attributes such as service quality of dessert cafes that affect customer satisfaction, and to verify that each variable affects the satisfaction of dessert cafes. The paper suggests implications and draws out policy implications for the development of the Busan Romantic Cafe tourism industry. his study verified the research hypothesis by conducting a questionnaire survey and measured the effect of the selection attribute factors of dessert cafe on satisfaction, and conducted an empirical analysis. The survey used for the empirical analysis was conducted by regression analysis to examine the effect of the optional attributes on satisfaction with customers who have visited Busan Romantic Cafe. The independent variables were image, convenience, dessert quality, price ratio, and coffee quality. The dependent variable consisted of satisfaction. As a result, the explanatory power (R²) of the selection attribute was .388, and the F value of the regression model was 24.570 (p <.001). As a result of the significance test, only three factors, such as image, price, and coffee quality, had a significant effect on satisfaction. As a result, the explanatory power (R²) of the selection attribute was .388, and the F value of the regression model was 24.570 (p <.001). As a result of the significance test, only three factors, such as image, price, and coffee quality, had a significant effect on satisfaction. The results of this study show that the staff's friendliness, interior space, and service quality factors such as coffee quality, menu taste, price, and service of dessert cafes are changing according to the recent trend of consumption of coffee market. Compared with previous studies, the factors showed significant or low level of significance. Dessert cafe users prefer coffee quality with a higher priority than desserts, and caustic cost is valued more than coffee cost, and satisfaction is high. Image is complex facility and various concepts. In this study, convenience was analyzed to have a low level of significance for consumers. Convenience is different in terms of accessibility according to the sea and historical location in Busan, rather than the existing franchise coffee shop, due to operating hours, location, parking facilities, and membership benefits.