서비스품질이 쇼핑가치와 만족, 점포애착에 미치는 영향

Abstract

Today, with the rapid development of economic globalization, all walks of life, customer demand is growing day by day, the catering industry has also stepped out of the simple concept of providing food and beverage, and developed into a high-tech industry that gives people important value of life and provides information. With the rapid development of the restaurant chain in South Korea, the competition between enterprises is becoming more and more fierce. Around 2000, Korean food and beverage companies moved overseas, looking for new markets. The market share is far less than that of other countries such as the United States and Japan, which entered the Chinese coffee market early.First of all, we should study how to occupy a place in the huge market competition to ensure a greater competitive advantage. And the middle class consumer upgrade, so they value the spirit of "lifestyle" more than material value. So, as the lifestyle changes, the quality of life improves, and the quality of life improves, the Chinese coffee market has more potential than any country in the world, but the rivalry between domestic and international businesses is more intense. It's better to know what the customer's needs are, and to anticipate and analyze the customer's needs, and to make sure that the market is better for the market than the growth and development of the market. And, recently, as the coffee market has spread, the competitiveness of the coffee industry has shifted from simply attracting customers to increasing customer loyalty, and the quality of service is getting more and more important. The purpose of this study is to study which service factors should be selected to improve the service quality of coffee chains, and to explore the influence of the service quality of coffee chains on shopping value, satisfaction and store attachment. The purpose of this study can be summarized as follows: First, It's a reference to the domestic and international literature, the quality of service, the value of the shopping, the satisfaction, the love of the store, the experience or the success of the marketing strategy. Second, Grasp service quality, practically analyze the relationship between shopping value, satisfaction and store love, and understand the important factors of service quality for coffee shops. Third, To determine the value of service to shopping value, satisfaction, and the affection of the store, and in fact, it helps to increase the positive impact of the quality of service. Fourth, According to the results of empirical analysis, what impact will service quality have on shopping value, customer satisfaction and store love? In addition, practical enlightenment on the marketing strategy of coffee shops in the competitive market is proposed. The survey was conducted from October 20 to December 15, 2017 by Online survey. Total 368 were used for the analysis, to analyze the data, we used SPSS 24.0. The results of the empirical analysis of this study are as follows. First, It is found that the quality of service has an impact on the shopping values. Second, It is found that the quality of service has an impact on the satisfaction。 Third, It is found that the shopping values has an impact on the satisfaction. Fourth, It is found that the shopping values has an impact on the store attachment. Fifth, It is found that the satisfaction has an impact on the store attachment. The theoretical and practical enlightenment can be obtained through this study. The enlightenment can be put forward as follows. First, At all levels of service quality, physical environment quality is the most influential. If there is a good evaluation of the physical environment quality of the coffee shop, the sales will further increase, so the coffee shop should strive to improve the physical environment quality. Second, The coffee shop can be based on the taste of the price or the coffee, enhance the practical value, improve the employee's service level, and increase the customer base. Third, In the process of consumption of customers in the coffee shop, besides enhancing consumption of materials, it is also considered to increase the consumption pattern of the non-substances. Fourth, Improve the service quality of physical environment quality, course quality, result quality and other three factors influencing customer satisfaction, and strive to improve the shopping experience of customers. This study has certain limitations and suggestions for further research. First, The questionnaire survey of this study was conducted in the form of a network, which was conducted as an object in part of the Korean chain coffee shop in China, and the investigation was carried out online and the regional maldistribution was not evenly distributed. In future studies, in order to generalize the analysis results, it is necessary to expand the area for investigation. Second, From the perspective of shopping value, there is no interaction between shopping value of society and customer satisfaction and store love, so it is necessary to conduct more research on shopping value of society. Third, In the future, we can investigate the stores in designated geographical locations to help carry out more researches on the stores we love.