커피전문점 선택속성이 고객만족과 SNS구전의도에 미치는 영향

Abstract

In this study, In order to how the coffee shop's selection attributes affect customer satisfaction and SNS WOM intentions, regarding coffee shops located in coastal tourist destinations. So we collected data by conducting a survey of four coffee shops located in coasts of Busan and Ulsan, and conducted exploratory factor analysis, reliability analysis, and regression analysis using the statistical program SPSS Windows 25.0. As a result, a hypothesis on coffee quality, hygiene, visual, and convenience had a positive (+) effects on customer satisfaction, and customer satisfaction had a positive (+) effects on the intention of SNS WOM intentions. In addition to the differences were derived by comparing the selection attributes of coffee shops derived from existing prior research, and suggested on summary of the findings, implications, and limitations.