커피전문점의 품질지각 향상을 위한 연구

Abstract

This study is conducted to grope the ways to enhance the customer loyalty for coffee stores by improving customer perception upon quality features. Also, this study aims to compare domestic coffee store and foreign coffee store in terms of quality perception. As Korean coffee market grows more branded coffee stores are established including domestic and foreign brands. As there are a heavy competition among these brands, it became fairly important to provide differentiated service quality to the customers. This study tries to identify the key quality attributes for the coffee stores and compare the domestic and the foreign coffee stores with representing brand respectively. Theoretically, the KANO model scrutinizes the effects of quality features on customer satisfaction. However, the KANO model contains a certain limit to fairly and clearly classify each quality attribute. To overcome the limit of Kano model which verifies the impact of quality attributes on customer satisfaction, this research used the IPA (Importance-Performance Analysis) to practically contribute to performing marketing strategy. From the previous studies and the pre-test there are 15 quality features of three major factors are driven. In special the pre-test was conducted with 10 university students who have experienced visiting two coffee stores, namely ‘Caffe Bene’ and ‘Starbucks’, at least twice in the past year, and students are asked about their experiences of satisfaction and dissatisfaction while visiting coffee stores. Satisfied experiences are including coffee taste, variety of coffee menu, same coffee taste among stores, luxurious interior, comfort of table and chair, employee service, milage reserving, hygiene and cleanliness, and comfort to use wireless internet. Meanwhile they perceive dissatisfaction with high price, lack of various menu, slow service, and quality to price. In the main survey, it measured the importance of 15 quality attributes, and also measured satisfaction of 15 quality attributes and loyalty for two coffee store brands, namely ‘Caffe Bene’ and ‘Starbucks.’ For the data collection of 310 participants who have experience visiting two coffee store brands within past 1 year answered through on-line survey. IPA results showed that employee attitude, service speed, cleanliness and hygiene, comfort of table and chair, enough space between tables belong to the Ⅰ quadrant which both high in importance and performance for both brands. On the other hand, quality to price, low price belong to the Ⅳ quadrant where is high in importance but low in performance. Comparing two coffee store brands, coffee quality, same taste among stores, quality to price and low price are located in the Ⅳ quadrant for Caffe Bene, whereas quality to price and low price are located in the Ⅳ quadrant for Starbucks. Employee appearance, variety of coffee menu, variety of other menu, luxurious interior, comfort for wireless internet use belong to the Ⅱ quadrant as milage reserving belong to the Ⅲ quadrant for both brands. Most quality attributes are statistically different between the importance and the performance. However, hygiene and cleanliness, variety of other menu and comfort for wireless internet use are not statistically different between the importance and the performance for Caffe Bene, meanwhile, employee appearance, variety of coffee menu, variety of other menu and comfort for wireless internet use are not statistically different between the importance and the performance for Starbucks. The effects of performance (satisfaction) on re-visit and recommendation intention are statistically significant for both brands. Although this study provides some insight results for coffee stores, there are a number of limits to be developed for the future research. Fist, study results from only two brands, each of domestic and foreign brand cannot be generalized. And more diversified concepts such as consumer personality, value and pursuing benefit must be considered in the future studies. The findings of this study help management understand the quality features to focus on and strengthening their competitiveness in coffee store market.