한국조리학회지 (Culinary science and hospitality research)

  • 제21권4호
  • /
  • Pages.325-338
  • /
  • 2015
  • /
  • 2466-0752(pISSN)
  • /
  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지

커피전문점의 물리적 환경, 소비자 만족, 그리고 소비행태와의 영향관계: 전국 대학생 소비자를 대상으로

The Relationships between Physical Environment, Consumer Satisfaction, and Consumption Behavior: Focused on College Students

  • 김효진 (경북대학교 생태관광학과) ;
  • 김현주 (경성대학교 외식서비스경영학과) ;
  • 이상묵 (경성대학교 외식서비스경영학과)
  • Kim, Hyojin (Dept. of Ecotourism, Kyungpook National University) ;
  • Kim, Hyun-Zu (Dept. of Foodservice Management, Kyungsung University) ;
  • Lee, Sang-Mook (Dept. of Foodservice Management, Kyungsung University)
  • 투고 : 2015.07.20
  • 심사 : 2015.08.15
  • 발행 : 2015.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구의 목적은 크게 두 가지이다. 첫째, 소비자 만족에 영향을 주는 서비스 요인 중, 물리적 환경요인을 분석하는 것이다. 둘째, 소비자 만족이 증가함에 따라 커피 소비행태가 어떻게 변화하는 가를 확인하는 것이다. 본 연구의 분석을 위해 요인분석과 회귀분석이 사용되었다. 요인분석 결과, 5개의 요인이 추출되었고, 5개의 요인 중 4개의 요인(소품 요인, 시각 및 청각 요인, 온도 및 냄새 요인, 바닥 및 외관 요인)이 소비자 만족에 영향을 주었다. 소품, 시각 및 청각, 온도 및 냄새 요인은 소비자 만족에 긍정적인 영향을 주는 반면, 바닥 및 외관 요인은 소비자 만족에 부정적인 영향을 미쳤다. 또한, 소비자 만족은 커피 소비행태로부터 추출된 3개의 요인(의도 요인, 테이크 아웃 요인, 지출 요인) 모두에 통계적으로 유의한 영향을 주었다. 독립변수로서 소비자 만족이 테이크 아웃 요인에만 부정적인 영향을 미쳤고, 나머지 2개의 요인에는 긍정적인 영향을 미친 것으로 나타났다. 결론적으로 소비자 만족의 증가는 커피 전문점의 방문 빈도, 지출비용, 그리고 체재 시간을 증가시킨다. 또한, 본 연구의 흥미로운 결과인 소비자 만족과 테이크 아웃 요인 사이의 부정적인 인과관계로부터 소비자 만족의 감소가 테이크 아웃 요인을 증가시킨다는 단언보다는 연구자들의 추가적인 연구를 통해 종단적인 분석이 필요하다.

The purpose of this study is to analyze service factors, particularly physical environment factor, that influence consumer satisfaction, and to identify how coffee consumption behavior is affected in relation to an increase in consumer satisfaction. For the study, factor and regression analyses were employed. As a result, five factors were derived relating to physical environment, while four factors impacted on consumer satisfaction. In addition, the three factors extracted from consumption behavior were influenced by consumer satisfaction. Additional discussion and implications for future study were provided.

키워드

참고문헌

  1. 한겨레, 한집 건너 커피숍…창업 3년안에 절반 문 닫는다, Accessed June 30. 2015. Available from: http://www.hani.co.kr/arti/society/society_general/675532.html
  2. Baker J (1986). The role of the environment in making services: The consumer perspective. The Services Challenge: Integrating for Competitive Advantage 1(1):79-84.
  3. Chae GJ (2010). A study on the franchised coffee shops' service quality impacts of customer satisfaction and loyalty. Journal of Hotel Resort 9(1):101-114.
  4. Cho YD (2013). The effects of coffee shop choice attributes on consumer satisfaction and consumer loyalty. Korean Journal of Tourism Research 28(5):305-323.
  5. Donovan RJ, Rossiter JR (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing 58(91):34-57.
  6. Ha J, Jang SS (2010). Effects of service quality and food quality: Themoderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management 29(3):520-529. https://doi.org/10.1016/j.ijhm.2009.12.005
  7. Hellier PK, Geursen GM, Carr RA, Richard JA (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing 37(11-12):1762-1800. https://doi.org/10.1108/03090560310495456
  8. Howard JA, Sheth JN (1969). The Theory of Buyer Behavior (Vol.14). New York:Wiley.
  9. Jung YW (2006). A study on the factors of consumer satisfaction and consumer loyalty in coffee houses. The Korean Journal of Culinary Research 12(4):1-17.
  10. Kim GJ, Lee BS (2009). Intention to revisit coffee shop and word-of-mouth referrals: Comparative research on services quality and products quality with regard. Journal of Foodservice Management Society of Korea 12(4):7-31.
  11. Kim HB, Lee JW, Ro YJ (2007). Impacts of choice attributes on consumer loyalty in the coffeeshop restaurant. Journal of Foodservice Management Society of Korea 10(4):237-252.
  12. Kim HJ (2014). Are physical environments, service quality, and menu in coffee shop influencing overall satisfaction of college students? The Korean Journal of Culinary 20(5):124-129.
  13. Kim JS, Choi SH (2011). A study on the effects of brand individuality of speciality coffee shops on brand loyalty. The Korean Journal of Culinary 17(1):124-141.
  14. Kim JY, Kim HJ, Kim CM (2009). The influence of service elements on customers' emotion and loyalty - Focused on speciality coffee shop customers -. The Korean Journal of Culinary Research 15(1):271-286.
  15. Kim KH (2003). The ingestion trend for coffee beverages of Korean women in the twenties. Master thesis, Chung-Ang University.
  16. Kim KJ, Byun KI (2010). The comparison of homemade and foreign coffee shop brands in potential effects of their service quality on satisfaction and behavioral intentions of customers. Journal of Hotel Administration 19(4): 187-206.
  17. Kim KY, Kim MK (2010). A study on the costumers' perspectives on coffee shops' culture marketing. Korea Journal of Tourism and Hospitality Research 24(1):219-234.
  18. Kim SH, Kim MH, Park JM (2011). The influence of brand personality on satisfaction and loyalty in coffeeshop industry: A focus on the mediating effect of brand congruency. Journal of Tourism Science 35(3):57-83.
  19. Kim SJ, Lee HR (2011). The effects of physical environment in coffee shops on customer brand loyalty: With a focus on the comparison between mediating effects of customer satisfaction and emotional responses. Journal of the East Asian Society of Dietary Life 21(4):609-624.
  20. Kim TH, Chae SJ, Kim CW (2013). A study on the coffee consumption behavior by lifestyle. Korea Academic Society of Hotel Administration 22(2):93-112.
  21. Kim YW, Choi YS, Han JS (2013). A study on the food-related lifestyle and their impacts on coffee product consumption behaviour of franchised coffee brands. Korean Journal of Tourism Research 28(5):285-303.
  22. Kotler P (1973). Atmospherics as a marketing tool. Journal of Retailing 49:48-64.
  23. Lee DH, Yu JP, Yoon NS (2012). Study on the franchise coffee-shop consumer's selection attributes & market segmentation: Using conjoint analysis. Journal of Commodity Science and Technology 30(2):31-42.
  24. Lee HJ, Suh JY (2012). A comparison of local and global coffee shop brands and the effect of their physical environment on customer satisfaction and revisit intention: Based on university students in Seoul. Korean Journal of Hotel Administration 21(2):131-147.
  25. Lee JH (2013). A study on the effect of coffee shop service quality on perceived value and behavioral intention: Focusing on Busan area college students. The Korean Journal of Culinary Research 19(3):218-233.
  26. Lee KW, Kim HJ, Jeon MS (2015). The influence of physical environment service of coffee shops on customer satisfaction -Focusing on Texas region customers-. The Korean Journal of Culinary Research 21(1):42-57.
  27. Lee SI, Ko JY (2010). The effects of physical environment of restaurant and menu quality on consumer satisfaction and revisit intention. Journal of Foodservice Management Society of Korea 13(2):7-31.
  28. Lee YJ, Kim WC (1998). The influence of physical environment on service quality perception; A comparative study. Korea Marketing Review 13(1):61-86.
  29. Mano H, Oliver RL (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research 20:451- 466. https://doi.org/10.1086/209361
  30. Noh JH, Jang HB (2011). Examining the structure relationship between the perception of cultural marketing, brand equity and royalty among coffeeshop users. Journal of Tourism Science 35(3):201-223.
  31. Nunnally JC, Bernstein IH (1978), Psychometric Theory. McGraw-Hill, New York.
  32. Oh HK, Chung KY (2013). Discrepancies between the importance and performance of coffee shop selection attribution influencing consumer behavior: Applied IPA and ordinal regression. Korea Journal of Tourism and Hospitality Research 27(5):153-170.
  33. Oh YG, Kim KJ (2012). A study on the effects of food-related lifestyle on coffee consumption behavior. Asia-Pacific Journal of Business Venturing and Entrepreneurship 7(4):65-75.
  34. Oliver RL (1999). Whence loyalty. Journal of Marketing 63:33-66.
  35. Park KH, Lee JS, Bang HN (2012). A study on the coffee consumption types according to the consumer's lifestyle - Focused on 'coffee lovers' consumption type -. Journal of Korea Society of Design Forum 34:371-380.
  36. Park KH, Yoon JH (2006). CoffeeSERV: Multipleitem scale for measuring service quality of specialty coffee shop. Journal of Foodservice Management Society of Korea 9(3):7-26.
  37. Ravald A, Gronroos C (1996). The value concept and relationship marketing. European Journal of Marketing 21(3):215-224.
  38. Seok MR, Park JY (2012) Influence of brand awareness and brand image of take-out coffee shop on the customers' satisfaction and loyalty. The Journal of Tourism Study 26(1):183-199.
  39. Son YJ (2010). The effect of consumer choice attributes on customer satisfaction, revisit and word-of-mouth intention in a coffee shop. The Korean Journal of Culinary Research 16(4): 76-93.
  40. Stevens P, Knutson, B, Patton, M (1995). DINESERV: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly 36(2):5-60.
  41. Tabachnick BG, Fidell LS (2007). Using Multivariate Statistics. Pearson/Allyn & Bacon, Boston.
  42. Tse DK, Wilton PC (1988). Models of consumer satisfaction: An extension. Journal of Marketing Research 25:204-212. https://doi.org/10.2307/3172652
  43. Um YH (2010). The impact of servicescape of coffee shop to customer satisfaction and relationship performance. Korea Journal of Tourism and Hospitality Research 24(3):329-344.
  44. Westbrook RA, Reilly MD (1983). Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction. Advances in Consumer Research 10:256-261.
  45. Yoon YH, Kim IH, Yoo HJ (2012). Consumers' needs and satisfaction of a coffee shop located on university campus. Journal of Human Ecology 16(1):189-206.
  46. Yu JP, Yoon NS (2011). The market segmentation of coffee shops and the difference analysis of consumer behavior: A case based on Caffee Bene. Journal of Distribution Science 9(4): 5-13.