커피전문점 속성이 점포개성과 만족도에 미치는 영향

Abstract

Coffee industry is recognized as one of the major service industries in Korea since the service industry has been rapidly growing due to the economic development and income level increase. This is the reflection of the increase of coffee demand by the consumers who have better life quality resulted from the increase of women's participation of the workforce, introduction of work life balance, change of lifestyle and increase of the income level. Under these circumstances, the premises of specialty coffee shop is not only utilized as meeting venue but also the spaces having various and multiple purposes such as internet space, reading room, space for single person's meditation and study room. With this phenomenon of the popularity of the coffee shop, the demand of high quality coffee and differentiated services are expected by the customers in the coffee market. Thus, this is the right time for the business owner of the coffee shop to forecast the desire of the future customers by analyzing the present and potential desire in order to maintain the competitiveness within the coffee market. Also the differentiate effort and such business operation is required to satisfy the customer's demand. This paper studies the general concept and types of coffee shop and the theoretical background of the store personality and satisfaction degree of coffee shop in order to discover the impact of the attributes of coffee shop on the store personality and satisfaction degree. During the course of study, the evaluation of the study result was supported by a hypothesis for the purpose of testing the relations between the factors and impact vice versa. In conclusion, the attributes of coffee shop has meaningful impact on the store personality, satisfaction and customer's preference whether to recommend the shop to their friends and family or not. In the meantime, the store personality also impacts on the satisfaction degree and their intention to recommend or not. With this conclusion, this paper aims to propose practical and theoretical implication of the attribute of specialty coffee shop on the store personality, satisfaction degree and recommendation.