국내 카페 브랜드 특화 매장의 브랜드 경험 분석 연구

Abstract

Background: In modern consumption spaces, customers expect emotional satisfaction through various experiences and for this, movements that construct offline stores into experience-oriented spaces are appearing. Such changes can especially be found in the management of specialized stores of Korean café brands in which brand experiences in store spaces are absolutely important. At this, this study focuses on changes made in specialized stores of Korean café brands and through case analysis, it attempts to present the characteristics of brand experiences within spaces along with customer reactions and effects. Methods: For this study, Korean café brand sales and specialized stores of the franchises with the top 3 number of stores, which are the Starbucks Reserve, A Twosome Place Roastery Café and TSP737m and Ediya Coffee Lab were selected as research subjects. The research method was to first look into the theoretical concepts needed for research along with the major implications of previous studies. Second, research subjects were compared by visiting general stores and specialized stores and producing customer travel maps. Third, brand touch points that are more developed than those in general stores or that can only be seen in specialized stores were drawn. Lastly, customer travel maps of specialized stores that reflect customer satisfaction were integrated and analyzed using surveys of visiting customers. Result: Overall analysis results of customer travel maps of café specialized stores showed that customer satisfaction is higher with environmental experiences than with medium experiences. However, as customer preferences are high towards service medium experiences provided by open bars and open kitchens, which are environmental experiences that often appear in specialized stores, it is difficult to make interpretations after separating environmental experiences and medium experiences. The two experience types are composed interdependently, having characteristics that maximize brand experience effects. Conclusion: While there are respective differences among general stores of Korean café brands, they all have similar customer lines of movement and brand points of contact, but specialized stores form enhanced, differentiated, and diversified brand touch points and customers that experience this establish positive brand images and have high specialized store revisit rates and share and expand their experiences with the people around them.