본문 바로가기
KERD
논문KCI 등재

커피전문점의 서비스품질이 고객만족과 행동의도에 미치는 영향

The Effects of Service Qualities on Customer Satisfaction and Behavioral Intention in Coffee Shops

심재현|김호식
한국유통과학회 (Korea Distribution Science Association)|2017.10|산경연구논집 (The Journal of Industrial Distribution & Business)|제8권 제5호|pp. 95-109

1

조회

0

다운로드

27

인용

0

참고문헌

키워드

Customer SatisfactionBehavioral IntentionCoffee ShopQuality FactorTrust.

초록

Purpose - The purpose of this study is to classify the quality factors of coffee shop customers with the service quality based on the SERVQUAL, selection attributes, and service qualities used in previous studies. The path structure of coffee shops' quality factors → customer satisfaction → trust → behavioral intention was analyzed in order to confirm the system of coffee shops' quality factors. Research design, data, and methodology - The survey of was conducted with college students of Kangwon University. A total of 250 questionnaires were distributed, with 232 collected. Of them, Excluding 36 respondents’ because of incomplete answers and missing values, 196 responses were used in the final analysis. Empirical analysis was made through factor analysis, correlation analysis, multiple regression analysis, simple regression analysis and mediating regression analysis by using Statistics Package SPSS 19.0. Results - The results are as follows: Firstly, coffee shops' quality factors were classified into seven categories like service encounter quality, product quality, cleanliness, overall interior, purchase quality, convenience, and aesthetics. Secondly, service encounter quality, product quality, purchase quality, and aesthetics had a positive effect on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, product quality, overall interior, purchase quality, and aesthetics had a positive effect on trust, respectively. Fourthly, customer satisfaction had a positive effect on behavioral intention. Lastly, after verifying the effect relations of trust between customer satisfaction about coffee shop and behavioral intention, customer satisfaction has a positive effect on trust and trust has a positive effect on behavioral intention. On the other hand, trust did not have a mediating effect between customer satisfaction and behavioral intention. But, cleanliness, convenience, and overall interior did not have a positive effect on customer satisfaction. Conclusions - Coffee shop consumers put importance on price, discount systems, taste, and freshness, but more on courteous and kind services of coffee shop staff or comfortable and calming atmosphere of inner space. Thereby, coffee shop marketers need to take factors like service encounter quality and aesthetics into more consideration. In addition, customer satisfaction has an effect on trust, while trust on behavioral intention, even though trust is not mediated between customer satisfaction and behavior intention.

Abstract

Purpose - The purpose of this study is to classify the quality factors of coffee shop customers with the service quality based on the SERVQUAL, selection attributes, and service qualities used in previous studies. The path structure of coffee shops' quality factors → customer satisfaction → trust → behavioral intention was analyzed in order to confirm the system of coffee shops' quality factors. Research design, data, and methodology - The survey of was conducted with college students of Kangwon University. A total of 250 questionnaires were distributed, with 232 collected. Of them, Excluding 36 respondents’ because of incomplete answers and missing values, 196 responses were used in the final analysis. Empirical analysis was made through factor analysis, correlation analysis, multiple regression analysis, simple regression analysis and mediating regression analysis by using Statistics Package SPSS 19.0. Results - The results are as follows: Firstly, coffee shops' quality factors were classified into seven categories like service encounter quality, product quality, cleanliness, overall interior, purchase quality, convenience, and aesthetics. Secondly, service encounter quality, product quality, purchase quality, and aesthetics had a positive effect on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, product quality, overall interior, purchase quality, and aesthetics had a positive effect on trust, respectively. Fourthly, customer satisfaction had a positive effect on behavioral intention. Lastly, after verifying the effect relations of trust between customer satisfaction about coffee shop and behavioral intention, customer satisfaction has a positive effect on trust and trust has a positive effect on behavioral intention. On the other hand, trust did not have a mediating effect between customer satisfaction and behavioral intention. But, cleanliness, convenience, and overall interior did not have a positive effect on customer satisfaction. Conclusions - Coffee shop consumers put importance on price, discount systems, taste, and freshness, but more on courteous and kind services of coffee shop staff or comfortable and calming atmosphere of inner space. Thereby, coffee shop marketers need to take factors like service encounter quality and aesthetics into more consideration. In addition, customer satisfaction has an effect on trust, while trust on behavioral intention, even though trust is not mediated between customer satisfaction and behavior intention.

참고문헌 (55)

  1. Baron, R. M., "The Moderate-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations", Journal of Personality and Social Psychology, 51, pp.1173~1182 (1986)
  2. Chen, P. T., "How Determinant Attributes of Service Quality Influence Customer-Perceived Value: An Empirical Investigation of the Australian Coffee Outlet Industry", International Journal of Contemporary Hospitality Management, 22(4), pp.535~551 (2009)
  3. Cho, C. H., "An Effect of Service Quality on Customer Satisfaction and Re-use Intent:Focusing on Moderating Effect of Trust in Large-size Hospitals", Health Service Management Review, 3(1), pp.79~88 (2009)
  4. 조철호, "환자만족과 성과에 영향을 미치는 의료 서비스품질 결정요인에 관한 실증연구(대형 종합병원을 중심으로)", 고객만족경영연구, 8(1), pp.115~127 (2006), 한국고객만족경영학회
  5. 조현진, "서비스 품질이 쇼핑가치와 재이용의도에 미치는 영향:커피전문점을 중심으로", 유통과학연구, 10(4), pp.21~28 (2012), 한국유통과학회
  6. 조수현, "커피전문점의 이미지가 지각된 가치·고객만족·신뢰 및 재방문의도에 미치는 영향", 외식경영연구, 14(4), pp.297~320 (2011), 한국외식경영학회
  7. 조원섭, "커피전문점의 선택속성이 지각된 가치와 행동의도에 미치는 영향", 관광레저연구, 25(4), pp.189~206 (2013), (사)한국관광레저학회
  8. 조영대, "커피전문점 선택속성이 고객만족과 고객충성도에 미치는 영향", 관광연구, 28(5), pp.305~323 (2013), 대한관광경영학회
  9. Cronin, Jr. J. J., "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, 56, pp.55~68 (1992)
  10. Cronin, Jr. J. J., "Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments", Journal of Retailing, 76(2), pp.193~218 (2000)
  11. Doukoure, Y., "Measuring Customers Perceptions of Service Quality(SERVQUAL) Towards TOM N TOM Coffee Shop, In Phaya Thai Bangkok, Thailand", International Journal of Management and Commerce Innovations, 4(1), pp.49~57 (2016)
  12. Fregenbaum, A. V., "Total Quality Control" (1983), McGraw-Hill
  13. 한도경, "국내 커피전문점의 서비스품질이 고객만족과 고객충성도에 미치는 영향에 관한 연구", 외식경영연구, 18(1), pp.189~209 (2015), 한국외식경영학회
  14. Han, J. M., "A Study on the Revisit Characteristics of the Preference Coffee Shop Types", Journal of Urban Polices, 7(2), pp.73~95 (2016)
  15. 허원무, "실버 소비자의 친환경 제품에 대한 소비 가치가 만족도, 신뢰, 충성도에 미치는 영향-하이브리드 카를 중심으로-", 한국노년학, 29(1), pp.195~213 (2009), 한국노년학회
  16. 인성호, "커피전문점의 지각된 가치와 재방문의도 간 관계에서 신뢰의 매개효과", 관광연구저널, 27(2), pp.381~396 (2013), 한국관광연구학회
  17. 진양호, "커피서비스품질이 고객만족을 매개로 재방문의도에 미치는 영향 - 커피전문점을 이용하는 대학생을 중심으로 -", 외식경영연구, 15(4), pp.321~342 (2012), 한국외식경영학회
  18. Jin, X. Y., "The Impact of Perceived Value of Consumption on Satisfaction, Trust, Brand Confidence, and Brand Loyalty: Focused on Hybrid Motors", Master, pp.2012
  19. 정강국, "Revised-IPA를 이용한 커피전문점의 서비스품질에 관한 연구: 대구·경북지역 대학생을 중심으로", 외식경영연구, 19(1), pp.223~242 (2016), 한국외식경영학회
  20. 강혜숙, "개인 커피전문점 선택속성 요인이 이용고객의 전반적인 만족도에 미치는 영향과 성별 및 연령 차이검증", 한국외식산업학회지, 13(2), pp.61~78 (2017), 한국외식산업학회[DOI]
  21. Franchise Statistics:Survey on Service Industry, "Korea National Statistics Office", ~ (2012)
  22. 권동극, "커피전문점 서비스품질 만족이 재 이용 및 추천의도에 미치는 영향", 한국콘텐츠학회 논문지, 11(5), pp.449~465 (2011), 한국콘텐츠학회
  23. 권순홍, "인터넷 쇼핑몰의 지각된 가치가 고객만족과 신뢰, 충성도에 미치는 영향에 관한 연구", 경영과학, 20(1), pp.149~163 (2003), 한국경영과학회
  24. 김지혜, "HMR 브랜드 소비가치가 브랜드 만족과 브랜드 신뢰 및 브랜드충성도에 미치는 영향에 대한 연구", 외식경영연구, 17(2), pp.135~160 (2014), 한국외식경영학회
  25. 김남용, "프랜차이즈 커피전문점의 선택속성이 이용자의 감정 및 신뢰 그리고 장기지향성에 미치는 영향", 한국외식산업학회지, 12(4), pp.217~299 (2016), 한국외식산업학회
  26. 김판수, "커피전문점 서비스품질이 고객만족과 충성도에 미치는 영향:전환장벽의 조절적 작용", 대한경영학회지, 24(5), pp.2499~2518 (2011), 대한경영학회
  27. 김지응, "커피전문점의 관계특성요인이 신뢰, 몰입, 점포충성도에 미치는 영향", 한국식생활문화학회지, 26(2), pp.159~169 (2011), 한국식생활문화학회
  28. 김현미, "커피전문점 선택속성이 행동의도에 미치는 영향 - 고객의 커피전문점 선호형태에 따른 조절효과 분석 -", 관광연구, 30(2), pp.115~132 (2015), 대한관광경영학회
  29. 이병열, "커피전문점의 서비스품질이 고객만족 및 경영성과와의 영향관계 연구: 지역별 조절효과 분석", 관광레저연구, 27(12), pp.497~512 (2015), (사)한국관광레저학회
  30. 이은용, "중소형 커피전문점 선택속성이 고객 만족, 전환비용 및 대안매력도에 미치는 영향", 관광연구저널, 30(7), pp.207~218 (2016), 한국관광연구학회[DOI]
  31. 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
  32. 이종호, "커피전문점 선택속성이 고객가치와 재방문 의도에 미치는 영향에 관한 연구 - 부산 지역 대학생들을 중심으로 -", Culinary Science & Hospitality Research, 20(3), pp.171~185 (2014), (사)한국조리학회[DOI]
  33. 이광우, "커피전문점의 물리적 환경이 고객 만족도와 충성도에 미치는 영향 - 미국 Texas 지역 고객을 대상으로 -", Culinary Science & Hospitality Research, 21(1), pp.42~57 (2015), (사)한국조리학회
  34. Lee, S. R., "Quality Management-Synthetic Approach" (1999), Bobmunsa
  35. 문상정, "프랜차이즈 커피전문점의 가격공정성과 브랜드 이미지, 브랜드 신뢰, 브랜드 충성도간의 구조적 관계 -사전지식의 조절효과를 중심으로-", 관광연구, 29(3), pp.231~254 (2014), 대한관광경영학회
  36. 문성식, "커피전문점의 브랜드이미지와 브랜드 충성도 간 신뢰와 관계몰입의 매개역할에 관한 연구", 경영교육연구, 26(3), pp.217~238 (2011), 한국경영교육학회
  37. Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58, pp.20~38 (1994)
  38. Noh, K. S., "The Proper Method of Statistical Analysis of Dissertation" (2014), Hanbit Academy Inc
  39. Oliver, R. L, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, 17(11), pp.460~469 (1980)
  40. Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, 49(Fall), pp.41~50 (1985)
  41. Parasuraman, A., "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, 64(1), pp.12~40 (1988)
  42. Parasuraman, A., "Refinement and Reassessment of the SERVQUAL Scale", Journal of Retailing, 67(4), pp.420~450 (1991)
  43. Park, J. W., "The Effect of Servicescape on Customer Satisfaction and Revisit Intentions into the Coffee Shop", Journal of Tourism Services Research, 14(1), pp.91~109 (2016)
  44. 펑펑, "커피전문점에서의 서비스스케이프·고객만족·재방문의도 간의 상관관계 및 그 영향", 외식경영연구, 17(2), pp.99~115 (2014), 한국외식경영학회
  45. Prabha, R. M., "Perceived Service Quality in Restaurant Services: Evidence from Mauritius", International Journal of Management and Marketing Research, 5(3), pp.1~14 (2012)
  46. Raza, M. A., "Relationship Between Service Quality, Percei ved Value, Satisfaction and Revisit Intention in Hotel Industry", Interdisciplinary Journal of Contemporary Research in Business, 4(8), pp.788~805 (2012)
  47. Susanty, A., "The Relationship Between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks", Asean Marketing Journal, 7(1), pp.14~27 (2015)
  48. Tsou, C. W., "Investigating the Antecedents of Customer Loyalty to Broadband Network Services in Taiwan", Asia Pacific Management Review, 15(3), pp.413~433 (2010)
  49. 양승권, "패스트푸드 레스토랑의 소비가치가 고객만족, 행동의도에 미치는 영향", 유통과학연구, 11(2), pp.35~44 (2013), 한국유통과학회
  50. 양승권, "인터넷 쇼핑몰의 품질요인이 고객만족, 행동의도에 미치는 영향: 대학생을 중심으로", 유통경영학회지, 20(1), pp.65~79 (2017), 한국유통경영학회
  51. 이원호, "점포선택속성이 브랜드 태도에 미치는 영향에 관한 연구: 6개 메이저 브랜드 커피전문점을 중심으로", 유통과학연구, 10(3), pp.51~61 (2012), 한국유통과학회
  52. Yi, Y. J., "Service Marketing" (2005), Hakhyunsa
  53. 윤성환, "중국 북경진출 주요 한식당 프랜차이즈의 서비스품질이 고객만족, 고객신뢰 및 고객충성도에 미치는 영향", 외식경영연구, 18(2), pp.151~174 (2015), 한국외식경영학회
  54. Zeithaml, V. A., "Services Marketing" (2006), McGraw Hill
  55. Zeithaml, V. A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 60, pp.31~46 (1996)

관련 논문AI추천

커피전문점의 서비스품질이 고객만족과 행동의도에 미치는 영향 연구구완회, 김장하, 임관혁한국호텔리조트학회 · 호텔리조트연구2012 · 제11권 제2호커피전문점의 서비스품질과 행동의도와의 관계분석 연구이병열, 허용덕한국호텔리조트학회 · 호텔리조트연구2014 · 제13권 제2호서비스품질이 만족도 및 추천의도에 미치는 영향 - 커피전문점을 중심으로 -박정우, 이정원한국호텔리조트학회 · 호텔리조트연구2022 · 제21권 제2호커피전문점의 선택속성이 고객만족도에 미치는 영향 - 서비스품질 지각수준을 조절변수로 -이정원, 이충순한국외식산업학회 · 한국외식산업학회지2015 · 제11권 제1호커피전문점의 서비스품질이 이용만족도 및 행동의도에 미치는 영향 - 강릉지역의 한국인과 베트남 대학생 집단을 중심으로 -응웬 트엉후엔, 강혜숙한국호텔리조트학회 · 호텔리조트연구2021 · 제20권 제5호커피전문점의 서비스 품질이 고객 재방문과 추천의도에 미치는 영향 - 경인지역을 중심으로 -박영기한국호텔리조트학회 · 호텔리조트연구2019 · 제18권 제1호

이 간행물의 다른 논문 (9건)

Output and Real Exchange Rate in Developing Countries: Evidence from ChinaXingang Huan, Yugang Hepp. 7-13The Effect of On-line Product Presentation : A Comparative Study between 3D and General Product PresentationShuo liupp. 15-21A Study on the Effects of Small Enterprise Start-up Preparatory Factors on Business Performance김승희, 최신혜, 김영기pp. 23-33The Effect of Psychological Well-Being on Life Satisfaction for Employees정명희pp. 35-42Locally Made Liquor(LML) Industry Status and Development Plan Using a Scale Efficiency Analysis이동소, 최종우, 허덕pp. 43-52
원문 보기