커피전문점의 품질특성이 고객 충성도에 미치는 영향에 관한 연구

Abstract

Abstract Eating out today can be said to be a daily life of modern people, coffee can be seen as a representative one that satisfies basic human needs. recently in Korea, as awareness of health and well-being has increased, the direction of coffee consumption is changing to consumption of coffee beans. therefore, despite the high price, popularized coffee beans have created a purchasing class that wants a differentiated and special taste according to individual preferences, and coffee shops have focused on creating high-quality consumer demand by specially introducing specialty coffee. This quantitative growth of the coffee industry was expressed as a barista job who professionally extracts coffee and provides services, an expert in the coffee industry with various specialized knowledge was born. Measurement of service quality and menu quality is an essential element for providing high-level service. therefore, in this study, interaction, result quality, physical environment, and brand image were selected as service quality factors of coffee shops that affect positive relationship quality and loyalty based on previous research, as the menu quality factors, coffee quality, variety, and price were selected. the results of this study are expected to be used as basic data for establishing policies related to service quality and menu quality of coffee shops in the future. In order to secure the reliability and validity of the questionnaire items used in this study, reliability tests, validity tests, and correlation analysis were performed, all questionnaire items were on a likert 5-point scale. the Survey is a total of 465 online questionnaires were distributed for 30 days from Sep. 1 to Sep. 30, 2021, a total of 525 questionnaires were conducted by conducting 60 additional questionnaires, and 458 copies were used for empirical analysis, excluding 60 questionnaires that were not suitable for statistical analysis, smart PLS 3.0 was used to verify the suitability of the research model. To summarize the empirical analysis results of this study, First, service quality had a significant positive (+) effect on positive emotions. Second, service quality had a significant positive (+) effect on positive trust. Third, menu quality had a significant positive (+) effect on positive emotions. Fourth, menu quality had a significant positive (+) effect on positive trust. Fifth, relationship quality had a significant positive (+) effect on loyalty. The implications of this study are as follows. First, it was empirically confirmed that the service quality and menu quality of coffee shops had a significant effect on the relationship quality. Second, it was empirically confirmed that the quality of the relationship had a significant effect on the loyalty. Third, the constituent factors of service quality and menu quality of coffee shops that affect relationship quality and loyalty were verified. therefore, coffee shops should focus on creating differentiated and advanced consumer demand for coffee consumers.

Key words : Coffee Shop, Service Quality, Menu Quality, Relationship Quality, Loyalty.