The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty
1
조회
0
다운로드
41
인용
0
참고문헌
키워드
초록
Purpose – The purpose of this study is to analyze franchise coffee shop service quality factors based on pilot research. In the proposed analysis, store atmosphere is added as one of the service quality factors. We aim to examine how franchise coffee shop service quality and store atmosphere influence customer satisfaction and loyalty. Research design, data, and methodology – Data was collected from 482 Korean coffee shop franchises and analyzed using frequency analysis, reliability/validity assessments, correlation analysis, and regression analysis with the software program SPSS 19.0. Results – The results are as follows. First, taste is revealed to be the most influential factor among components that have an impact on service quality. Second, taste also turned out to have the most impact on service quality among components influencing customer loyalty. Last, customer satisfaction affected customer loyalty. Conclusions – This study’s findings show that taste was the most influential factor on service quality. The conclusion here is that most of the coffee shop customers are very familiar with coffee taste and this is influencing their loyalty.
Abstract
Purpose – The purpose of this study is to analyze franchise coffee shop service quality factors based on pilot research. In the proposed analysis, store atmosphere is added as one of the service quality factors. We aim to examine how franchise coffee shop service quality and store atmosphere influence customer satisfaction and loyalty. Research design, data, and methodology – Data was collected from 482 Korean coffee shop franchises and analyzed using frequency analysis, reliability/validity assessments, correlation analysis, and regression analysis with the software program SPSS 19.0. Results – The results are as follows. First, taste is revealed to be the most influential factor among components that have an impact on service quality. Second, taste also turned out to have the most impact on service quality among components influencing customer loyalty. Last, customer satisfaction affected customer loyalty. Conclusions – This study’s findings show that taste was the most influential factor on service quality. The conclusion here is that most of the coffee shop customers are very familiar with coffee taste and this is influencing their loyalty.
참고문헌 (29)
- Baker, J., "The influence of store environmental quality inferences and store image", Journal of the Academy of Marketing Science, 22(4), pp.328~339 (1994)
- 변광민, "서비스 품질 평가에 따른 고객 만족도에 관한 연구-항공사 서비스 속성을 중심으로", 대한경영학회지, 19(1), pp.141~157 (2006), 대한경영학회
- Carman, J. M., "Consumer perceptions of service quality : An assessment of the SERVQUAL dimensions", Journal of Retailing, 66(1), pp.33~55 (1990)
- Czepie, J. A., "Exploring the concept of loyalty in services, in services marketing challenge : Integrating for competitive advantage", American Marketing Association, 31, pp.91~94 (1987)
- Frank, R. E., "Shelf position and effects on sales", Journal of Marketing Research, 7, pp.59~66 (1970)
- Garvin, D. A., "What does product quality really mean", Sloan Management Review, 26(1), pp.25~43 (1984)
- Ghoch, A., "Retail Management" (1990), Dryden Press
- Grönroos, C., "A service quality model and its marketing implication", European Journal of Marketing, 18(4), pp.36~44 (1984)
- 한도경, "국내 커피전문점의 서비스품질이 고객만족과 고객충성도에 미치는 영향에 관한 연구", 외식경영연구, 18(1), pp.189~209 (2015), 한국외식경영학회
- Hirschman, E. C., "Hedonic consumption : Emerging concepts, methods and propositions", Journal of Marketing, 46, pp.92~101 (1982)
- Holbrook, M. B., "The nature of customer value : An etiology of services in the consumption experience", Service quality : New directions in theory and practice, 21, pp.21~71 (1994)
- 황윤용, "항공사 충성도에 대한 서비스접점품질의 효과 : LCC와 HCC의 차이", 산업경제연구, 27(5), pp.2117~2143 (2014), 한국산업경제학회
- Hyllegard, K. H., "The Influence of Consumer Identity on Perceptions of Store Atmospherics and Store Patronage at a Spectacular and Sustainable Retail Site", Clothing and Textiles Research Journal, 24(4), pp.316~334 (2006)
- 진양호, "커피서비스품질이 고객만족을 매개로 재방문의도에 미치는 영향 - 커피전문점을 이용하는 대학생을 중심으로 -", 외식경영연구, 15(4), pp.321~342 (2012), 한국외식경영학회
- Kim, Sung-Huk., "Decision factors of re-visit intention of family restaurant customers", Study of Tourism, 27(1), pp.203~224 (2003)
- Kotler, P., "Atmospherics as a Marketing Tool", Journal of Retailing, 49, pp.48~64 (1973)
- Lee, Hung-Jea, "Determination process of recognized service" (1997), Judgement theoretical point of view
- 이형주, "국내브랜드와 국외브랜드 커피전문점에서의 체험이 서비스 접점 요인, 고객만족, 브랜드 충성도에 미치는 영향에 관한 연구 - 브랜드 신뢰의 조절역할 중심으로 -", 외식경영연구, 16(3), pp.197~227 (2013), 한국외식경영학회
- 이종호, "커피전문점 서비스품질이 고객만족을 매개로 행동의도에 미치는 영향에 관한 연구", 외식경영연구, 16(3), pp.173~195 (2013), 한국외식경영학회
- Lee, Mung-Sik, "Effects of interaction between customer and service provider on service value", Collection of Dissertations of SangMyung University, 23, pp.127~140 (1999)
- Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17, pp.460~469 (1980)
- Parasuraman, A., "Communication and control processes in the delivery of service quality", Journal of Marketing, 52, pp.35~48 (1988)
- Parasuraman, A., "SERVQUAL : A multiple item scale for measuring consumer perception of service quality", Journal of Retailing, 64, pp.12~40 (1988)
- Parasuraman, A., "Refinement and reassessment of the SERVQUAL scale", Journal of Retailing, 67, pp.420~450 (1991)
- Parasuraman, A., "A conceptual model of service quality and its implications for future research", Journal of Marketing, 49, pp.33~46 (1985)
- 박상규, "커피전문점의 서비스품질이 고객만족에 미치는 영향 연구 : 한국인, 중국인, 외국인(중국인 제외)을 대상으로", 한국경영과학회지, 40(2), pp.79~93 (2015), 한국경영과학회[DOI]
- Smith, R., "Emerging Perspectives on Services Marketing" (1983), American Marketing Association
- Turley, L. W., "Atmospheric effects on shopping behavior : A review of the experimental evidence", Journal of Business Research, 49, pp.193~211 (2000)
- Zeithaml V. A., "Consumer perceptions of price, quality and value : A means-end model and synthesis of evidence", Journal of Marketing, 52, pp.2~22 (1988)