점포선택속성이 브랜드 태도에 미치는 영향에 관한 연구: 6개 메이저 브랜드 커피전문점을 중심으로

이원호,김수옥,이상윤,윤명길 한국유통과학회 2012 유통과학연구 Vol.10 No.3

This study seeks to understand how the choice of a coffee shop is related to a customer’s loyalty and which characteristics of a shop influence this choice. It considers large-sized coffee shops brands whose market scale has gradually grown. The users’ choice of shop is determined by price, employee service, shop location, and shop atmosphere. The study investigated the effects of these four properties on the brand attitudes of coffee shops. The effects were found to vary depending on users’ characteristics. The properties with the largest influence were shop atmosphere and shop location Therefore, the purpose of the study was to examine the properties that could help coffee shops get loyal customers, and the choice properties that could satisfy consumers’ desires The study examined consumers’ perceptions of shop properties at selection of coffee shop and the difference between perceptual difference and coffee brand in order to investigate customers’ desires and needs and to suggest ways that could supply products and service. The research methodology consisted of two parts: normative and empirical research, which includes empirical analysis and statistical analysis. In this study, a statistical analysis of the empirical research was carried out. The study theoretically confirmed the shop choice properties by reviewing previous studies and performed an empirical analysis including cross tabulation based on secondary material. The findings were as follows: First, coffee shop choice properties varied by gender. Price advantage influenced the choice of both men and women; men preferred nearer coffee shops where they could buy coffee easily and more conveniently than women did. The atmosphere of the coffee shop had the greatest influence on both men and women, and shop atmosphere was thought to be the most important for age analysis. In the past, customers selected coffee shops solely to drink coffee. Now, they select the coffee shop according to its interior, menu variety, and atmosphere owing to improved quality and service of coffee shop brands. Second, the prices of the brands did not vary much because the coffee shops were similarly priced. The service was thought to be more important and to elevate service quality so that price and employee service and other properties did not have a great influence on shop choice. However, those working in the farming, forestry, fishery, and livestock industries were more concerned with the price than the shop atmosphere. College and graduate school students were also affected by inexpensive price. Third, shop choice properties varied depending on income. The shop location and shop atmosphere had a greater influence on shop choice. The customers in an income bracket of less than 2 million won selected low-price coffee shops more than those earning 6 million won or more. Therefore, price advantage had no relation with difference in income. The higher income group was not affected by employee service. Fourth, shop choice properties varied depending on place. For instance, customers at Ulsan were the most affected by the price, and the ones at Busan were the least affected. The shop location had the greatest influence among all of the properties. Among the places surveyed, Gwangju had the least influence. The alternate use of space in a coffee shop was thought to be important in all the cities under consideration. The customers at Ulsan were not affected by employee service, and they selected coffee shops according to quality and preference of shop atmosphere. Lastly, the price factor was found to be a little higher than other factors when customers frequently selected brands according to shop properties. Customers at Gwangju reacted to discounts more than those in other cities did, and the former gave less priority to the quality and taste of coffee. Brand preference varied depending on coffee shop location. Customers at Busan selected brands according to the coffee shop locat...

커피전문점 방문수요 결정요인에 관한 연구

김현주,이희찬 관광경영학회 2021 관광경영연구 Vol.102 No.-

The purpose of this study is to collect data that could reflect the current time point of Covid-19 and identify determinants affecting coffee shop visit demand by considering coffee shop service quality, demographic variables, purpose of visit coffee shop and coffee involvement. The survey was conducted on users who have visited coffee shops in Seoul and Gyeonggi-do within the last one year, and 700 effective samples were used for this study. Determinants were estimated using the Truncated Poisson(TP) model and the Truncated Negative Binomial(TNB) model as research methods to achieve the purpose of this study. In the case of demographic characteristics, male, unmarried, higher income and education levels, and lower age have a positive influence on the number of visits to coffee shops. In the purpose of visiting coffee shops, it was found that the purpose of dessert after meals and personal meetings had a negative influence on the number of visits to coffee shops. In the case of coffee shop service quality, only the coffee quality factor had a positive influence on the number of visits to coffee shops, and the higher the degree of coffee involvement, the more positive the number of visits to coffee shops. The results of this study identify determinants that need to be considered important in increasing coffee shop visit demand, and provide important basic data for establishing a marketing strategy for the sustainable development of coffee shops through the management of these determinants of coffee shop visit demand.

커피전문점의 VMD 구성요인이 브랜드자산과 재구매의도에 미치는 영향

김상수,송인암,황희중 한국유통과학회 2012 유통과학연구 Vol.10 No.11

Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers’ repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

커피전문점 방문동기유형에 따른 시장세분화

이용숙,박흥진,김은정 한국프랜차이즈경영학회 2016 프랜차이즈경영연구 Vol.7 No.1

Purpose – The primary purpose of this study is to employ effective marketing methods using market segmentation of coffee shops by determining how motivations to visit coffee shops have different impacts on demographic profile of visitors and characteristics of coffee shop visits, so as to draw out a better understanding of customers of coffee market. Research design, data, and methodology - Data were collected using surveys of self-administered questionnaires toward coffee shop users in Daejeon, Korea. A number of samples used in data analysis were 253 excluding unusable responses. The data were analyzed through frequency, reliability, and factor analysis using SPSS 20.0. Factor analysis was conducted through the principal component analysis and varimax rotation method to derive factors of one or more eigen values. In addition, the cluster analysis, multivariate ANOVA, and cross-tab analysis were used for the market segmentation based on the types of motivation for coffee shop visits. The process of the cluster analysis is as follows. Four clusters were derived through hierarchical clustering, and k-means cluster analysis was then carried out using mean value of the four clusters as the initial seed value. Result - The factor analysis delineated four dimensions of motivation to visit coffee shops: ostentation motivation, hedonic motivation, esthetic motivation, utility motivation. The cluster analysis yielded four clusters: utility and esthetic seekers, hedonic seekers, utility seekers, ostentation seekers. In order to further specify the profile of four clusters, each cluster was cross tabulated with socio-demographics and characteristics of coffee shop visits. Four clusters are significantly different from each other by four types of motivations for coffee shop visits. Conclusions – This study has empirically examined the difference in demographic profile of visitors and characteristics of coffee shop visits by motivation to visit coffee shops. There are significant differences according to age, education background, marital status, occupation and monthly income. In addition, coffee shops use pattern characterization in frequency of visits to coffee shops, relationships with companion, purpose of visit, information sources, brand type, average expense per visit, important elements of selection attribute were significantly different depending on motivations for coffee shop visits

호텔커피숍과 브랜드커피전문점의 지각된 대기시간에 따른 부정적 감정, 수용가능성 , 서비스평가에 관한 연구-서울지역을 중심으로-

정강국 ( Kang Kuk Jung ) 대한관광경영학회 2014 觀光硏究 Vol.29 No.3

본 연구는 호텔커피숍과 브랜드커피전문점에 따라 집단을 구분하고, 그 집단에 따라 지각된 대기시간을 경험 하였을 때 느끼는 부정적 감정, 수용가능성, 서비스평가의 수준을 살펴보고, 그 집단과 지각된 대기시간의 상호작용이 부정적 감정, 수용가능성, 서비스평가에 어떠한 영향을 미치는지 살펴보고자 하였다. 이러한 연구목적을 달성하기 위한 표본추출은 서울지역을 중심으로 시행하였고, 2013년 1월 7일부터 1월 20일까지 2주 동안 이루어졌다. 분석결과, 호텔커피숍인가, 브랜드커피숍인가에 구분 없이 오래 기다린 집단이 짧게 기다린 집단보다 부정적 감정이 더 높은 수준으로 나타났고, 수용가능성과 서비스평가는 낮은 수준으로 나타났다. 집단 별(호텔커피숍과 브랜드커피전문점) 큰 차이를 보이지는 않았지만, 고대기 인 경우 부정적 감정은 브랜드 커피전문점 보다 호텔 커피숍이 더 높게 나타났다. 하지만, 수용가능성의 경우에는 브랜드커피전문점의 경우 짧게 기다린 고객과 길게 기다린 고객 간의 큰 차이가 없는 것으로 나타났지만, 호텔 커피숍의 경우에는 오래 기다릴 경우 수용가능성과 서비스 평가의 수준은 브랜드 커피전문점의 수준보다 더 낮은 수준으로 낮아지는 것으로 나타났다. The study intended to investigate influences of interaction between a group and perceived waiting time upon negative emotions, acceptability, and service evaluation. To this end, group was divided to hotel coffee shop and brand coffee shop. And the author examined level of negative emotions, acceptability, and service evaluation felt when each group experienced perceived waiting time. For the purpose of the study, sampling was made centered on Seoul area for two weeks from Jan. 7, 2013 to Jan. 20. The analysis results are as follows. Regardless of group, for example, hotel coffee shop and brand coffee shop, a group with longer waiting time showed higher negative emotions than a group with short waiting time; acceptability and service evaluation were in low level. There was no large difference between groups(hotel coffee shop and brand coffee shop), but in case of long waiting time, hotel coffee shop showed higher negative emotions than brand coffee shop. However, for acceptability, there was no large difference between a customer who waited for short time and another customer who waited longer at brand coffee shop. On the other hand, at hotel coffee shop, when a customer waited long, level of acceptability and service evaluation became lower than level at brand coffee shop.

개인커피숍의 콘셉트 차별화 사례 연구 - 익선동, 성수동, 연남동을 중심으로 -

고성애 ( Ko Sung Ae ),김면 ( Kim Myoun ) 한국기초조형학회 2018 기초조형학연구 Vol.19 No.5

지속적으로 성장하고 있는 커피 시장에서 개인커피숍 창업자들이 늘어가고 있으며, 늘어나는 커피숍만큼 폐업률도 늘어가고 있다. 개인커피숍 창업자들은 프랜차이즈 커피숍과 다른 개인커피숍들과의 경쟁에서 살아남아야 하는데, 인지도가 높은 프랜차이즈와 기존의 개인커피숍들과의 경쟁에서 우위를 선점하는 것이 매우 어렵다. 그러나 최근 커피 시장은 변화하고 있으며, SNS에서 인기를 얻으며 성공한 개인커피숍들은 차별화된 콘셉트 이미지를 가지고 있다. 본 논문은 다양한 콘셉트 커피숍 중에서 지역적 특징을 콘셉트로 한 커피숍들을 조사하여 성공 요인을 확인하고, 개인 창업자들에게 도움을 주고자 시작되었다. 연구지역은 익선동, 성수동, 연남동으로, 이 세 지역은 뚜렷한 지역적인 특성이 있으며, 최근에 젊은 세대의 유입이 가장 많은 지역들이다. 연구대상은 지역적 특성이 잘반영되었으며, SNS(인스타그램)에서 해시태그(#)가 만 건 이상의 커피숍들로 선정하였다. 커피숍은 지역별로 3개씩 총 9개의 커피숍을 대상으로 진행하였으며, 각 커피숍의 소비자 반응도와 지역에 대한 이미지 그리고 커피숍에 대한 인식을 알아보기 위하여 총 303명을 대상으로 1차 설문조사를 시행하였다. 설문을 통하여 커피숍의 콘셉트와 소비자가 커피숍에 기대하는 이미지가 일치할 때 성공적인 포지셔닝을 할 수 있으며, 지역적 특성이 있는 커피숍에 대한 방문 욕구가 높은 것으로 확인됐다. 이 두 가지 내용이 맞는지 설문에 참여하였던 20~30대 103명에게 2차 설문을 통하여 확인하였다. 그 결과 지역적 특성을 보유하고 있으며, 커피숍의 이미지와 고객이 인지하는 커피숍 이미지의 일치성이 높을수록 소비자의 방문도가 높은 것으로 나타났다. 또한, 지역적 특성을 가지고 커피숍의 차별화된 콘셉트 이미지를 구축하는 것이 커피숍 창업의 중요한 요소임을 확인 할 수 있었다. As the coffee industry grows, the number of individual coffee shop founder is increasing as well. However, the shut down rate is also rapidly increasing as much as the number of new coffee shops increases. Individual coffee shop founders have to survive the competition between franchise and other individual coffee shops, but it is very difficult to gain the upper hand in competition with high-profile franchises and the other individual coffee shops. This study started in to provide of help to individual cafe founders through the case study of the successful cafes which has unique concept of regional characteristics and identity. The research areas are Iksun-dong, Seongsu-dong, and Yeonnam-dong, which have distinctive regional characteristics and very popular among younger generations. The study targets coffee shops that reflect regional characteristics and that have more than 10,000 hashtag(#) on SNS(instagram). There are nine coffee shops total, three in each area. The first survey of 303 people was conducted to find out the consumer response of each coffee shop its image of the area and its perception of the coffee shop. The research showed that coffee shop could be positioning success in market when the concept of the coffee shop matches the image with the consumer expects. And Customer has a strong desire to visit coffee shops with regional characteristics. I made certain that two things were correct through a secondary survey of 103 people in their 20s and 30s who participated in the survey. This survey figure out that coffee shop the highest of visit when they have a regional concept and the concept of the coffee shop matches the image that the consumer expects. Also, it was able to figure out that it was an important factor in the start to coffee shops what do well to differentiated concept images of coffee shops with regional characteristics.

커피전문점 선택 속성과 점포유형의 결합 관계가 만족도에 미치는 영향: 퍼지셋 질적비교분석(fsQCA)을 중심으로

한영위,이용기,안성만 한국프랜차이즈경영학회 2017 프랜차이즈경영연구 Vol.8 No.1

Purpose – As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology – In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result – The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions – The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.

컨조인트 분석을 이용한 전북지역 대학생의 프랜차이즈 커피전문점 선택속성의 상대적 중요도에 대한 연구

최현정,정성석,노정옥 한국식품조리과학회 2022 한국식품조리과학회지 Vol.38 No.5

Purpose: This study analyzed the comparative importance of the selection attributes of a franchise coffee shop for university students in the Jeonbuk area and, using conjoint analysis techniques, suggested the characteristics of the ideal type of franchise coffee shop that would appeal to these students. Methods: A total of 313 questionnaires were distributed to the university students. The conjoint design was applied to evaluate the characteristics of a hypothetical ideal franchise coffee shop for university students. Results: As per the results, the order of importance of the attributes of this franchise coffee shop was found to be the price (40.56%), way to use (dining in-shop or takeout) (29.25%), single seat (16.1%), and representative menu (14.09%). The ideal combination of the selection attributes of the franchise coffee shop was a low price of 1,500 won, in-shop use, single seating, and a representative menu. The most preferred franchise coffee shop for university students showed an incremental 68.0% potential market share using choice simulation compared to the typical coffee shop. Based on the utility of attributes, the franchise coffee shop market for university students was classified into two segments. The result of this market segmentation showed that students in cluster one preferred coffee with a price of 1,500 won and in-shop use, while those in cluster two preferred a coffee with 4,100 won price and takeouts. All the students preferred a single seat and the representative menu. Conclusion: These results will help establish a database that contributes to developing price-differentiated coffee menus for franchise coffee shops and building marketing strategies that can satisfy the needs of university students.

소비자의 커피전문점 인식에 대한 탐색적 연구: 프랜차이즈와 독립점포 커피전문점의 비교를 중심으로

박령지 ( Ryeongji Park ),조나원 ( Nawon Cho ),조혜정 ( Hyejeung Cho ) 아시아.유럽미래학회 2015 유라시아연구 Vol.12 No.3

본 연구는 한국의 커피전문점 시장에서 프랜차이즈 커피전문점과 독립점포 커피전문점에 대한 소비자의 인식에 어떠한 차이가 존재하는지를 탐색적으로 살펴보는 것을 목적으로 한다. 커피전문점 이용자들에 대한 최근의 연구 동향을 살펴보면, 커피전문점의 유형 간에 존재하는 차이점 규명에 관심을 갖고 국내외 브랜드를 비교하거나 프랜차이즈 커피전문점과 독립점포 커피전문점을 비교하는 연구들이 활발해지고 있으나 연구의 주제가 선택 속성이나 고객 만족과 관련된 변수들의 관계에 주로 국한되고 있으며 대부분의 연구가 정량적 조사법에 의존하고 있다는 한계점이 있다. 이러한 선행 연구들의 한계를 보완하기 위해, 본 연구는 한국 커피전문점 시장의 주 고객층인 20대의 여성 소비자 24명을 대상으로 다양한 투사법(단어 연상, 문장 완성, 이미지 연상, 음악 연상 등)을 활용하는 1:1 심층 면접을 실시하여점포의 유형에 따라 커피전문점에 대한 소비자들의 인식과 이용 목적에 어떠한 차이점이 존재하는지를 살펴보았다. 연구 결과, 커피전문점에 대한 소비자의 인식에는 프랜차이즈와 독립점포 경영 형태에 따라 여러 차이점이 존재하는 것이 발견되었다. 우선 단어 연상과 문장 완성의 투사법을 이용하였을 때 나타난 소비자 들의 인식을 살펴보면, 소비자들은 프랜차이즈 커피전문점을 생각할 때 ‘접근성,’ ‘익숙함,’ ‘신뢰’와 같은긍정적 이미지와 ‘상업성,’ ‘비싼 가격,’ ‘몰개성,’ ‘소음’ 등의 부정적 이미지 속성을 연상하였고 독립점포커피전문점을 생각할 때는 ‘따뜻함,’ ‘정,’ ‘개성,’ ‘조용함,’ ‘정성’과 같은 긍정적 이미지와 함께 ‘품질의 불확실성’을 부정적인 이미지 속성으로 떠올려, 프랜차이즈와 독립점포라는 유형에 따라 소비자에게 긍정적, 부정적으로 인식되는 이미지 연상의 내용에 큰 차이가 있음이 발견되었다. 또한 각 점포 유형별로 매장을 자주 즐겨 찾는 이용자들의 전형적인 특징을 떠올리도록 하였을 때, 소비자들은 프랜차이즈 커피전문점을 자주 이용하는 사람의 특징으로 ‘바쁘고 여유가 없다,’ ‘익숙한 메뉴를 좋아한다,’ ‘남을 의식한다,’ ‘실용성을 중시한다,’ ‘목적 지향적이다,’ ‘성격이 무난하다’ 등을 제시하였고 직업은 평범한 회사원의이미지를 떠올렸다. 한편 독립점포 커피전문점을 자주 이용하는 사람들에 대해서는 ‘여유롭다,’ ‘새로움을 추구한다,’ ‘뚜렷한/까다로운 취향을 갖고 있다,’ ‘내면적 생각을 중시한다’ 등을 제시하였고 이들을 창의적 직업을 가진 사람, 미식가로서 표현하기도 하였다. 다음으로 사진을 이용한 은유적인 이미지 연상의 기법을 사용하였을 때 나타난 소비자들의 인식을 비교해보면, 소비자들이 생각하는 프랜차이즈 커피전문점의 은유적 이미지로서는 ‘바쁘고 화려한 도시,’ ‘정형화된 공장,’ ‘넓은 공간을 가진 자연’이 도출되었고 독립점포 커피전문점이 갖는 이미지로서는 ‘개성적 공간,’ ‘은은한 조명,’ ‘휴식을 주는 자연’이 도출되었다. 커피전문점의 유형 별로 매장이 갖는 이미지와 전형적인 이용자의 특성에 대한 소비자의 주관적인 인식에 차이점이 발견된 것과 마찬가지로 소비자들은 매장 음악의 특징에 있어서도 점포의 유형 간에 차이점을 인식 혹은 기대하는 것으로 나타났다. 빠른 템포의 음악과 느린 템포의 음악을 모두 들려주었을 때 다수의 응답자들은 프랜차이즈 매장이 빠른 템포의 음악을 선호하고 독립점포 매장은 느린 템포의 음악을 선호할 것이라고 예상하였는데, 그에 대한 이유로는 프랜차이즈 매장의 경우 활기찬 매장분위기 조성과 동시에 테이블 회전율을 높이려는 상업적인 의도가 있을 것이라고 생각하고 있었으며 독립점포의 경우에는 조용히 대화를 나눌 수 있는 차분하고 안정감 있는 매장의 분위기에 더 어울리기 때문이라고 대답하는 경우가 많았다. 마지막으로, 매장의 이미지와 관련된 인식의 차이와 아울러 커피전문점을 이용하는 동기와 목적에 있어서도 매장 유형에 따른 차이점이 발견되었는데 프랜차이즈 커피전문점의 이용 동기와 목적은 주로 실용적 가치 추구와 관련된 반면 독립점포 커피전문점의 이용 동기와 목적은 쾌락적 가치 추구와 관련된 성격을 드러내었다. 본 연구는 소비자들이 프랜차이즈 매장과 독립점포 커피전문점에 대해 갖는 내면적 인식과 매장 이용 목적의 차이를 다양한 질적 연구 기법을 사용하여 심층적, 다각적으로 분석함으로써 연구 방법론적으로만 아니라 연구의 주제에 있어서도 커피전문점 이용 고객에 대한 기존의 비교 연구의 한계점을 보완한다는 학문적 의의를 갖는다. 실무적으로는 소비자들이 각 커피전문점의 이미지에 대해 뚜렷하게 다른 내면적 인식을 갖고 있음을 발견함으로써 경쟁이 날로 치열해지고 있는 한국의 커피전문점 시장에서 프랜차이즈와 독립점포 커피전문점의 경영자들이 목표 고객의 긍정적 인식을 강화하고 부정적 인식을 개선하면서 더욱 효과적인 차별화 전략을 계획하는데 유용한 시사점을 제시하는 의의를 갖는다. The purpose of this paper is to explore consumer perceptions of coffee shop image in Korea. In specific, this study seeks to obtain a deeper understanding of customer perceptions of two different types of coffee shops: franchise coffee shops vs. independent coffee shops. Past research on coffee shops and coffee shop customers mostly focused on identifying or comparing determinant attributes, based on quantitative approach, and their influences on customer satisfaction and revisit behaviors. The current study attempts to expand the scope of research on coffee shops by investigating how franchise vs. independent coffee shops are perceived by customers in terms of store image. It also intends to explore whether customers choose to visit different types of coffee shops for different reasons. In order to explore consumers’ innermost thoughts and feelings expressed in their own words, the study employed a qualitative approach and conducted face-to-face in-depth interviews with 24 young female coffee shop customers. Multiple projective techniques (e.g., word association, sentence completion, image association) were also incorporated into the depth interviews. The results show that customer perceptions of franchise vs. independent coffee shop images are related to distinctively different attributes and characteristics. For example, consumers perceived franchise coffee shops to be associated with the characteristics such as access, familiarity, trust, high price, and noise, while they perceived independent coffee shops to be associated with the characteristics such as warmth, unique personality, quietness, and uncertain product/service quality. In an image association task, the interviewees were asked to pick a pictorial image that represents the image of franchise vs. independent coffee shops metaphorically. The result shows that the metaphoric image of franchise coffee shops is related to the image of a big city, a factory, and natural areas with large open spaces, while the image of independent coffee shops is related to the image of a unique place, soft lighting, and relaxation in nature. In addition, a music association task, where the interviewees listened to two different pieces of music and asked to indicate the fit between different coffee shop types and the style of each musical piece, revealed that people perceived different types of coffee shops to be associated with different styles of in-store music (e.g., franchise coffee shops with fast-tempo, lively music vs. independent coffee shops with slow-tempo, relaxing music). The study also found that customers tend to visit franchise coffee shops more for utilitarian reasons, while they tend to visit independent coffee shops for hedonic reasons.The current study contributes to the literature by enhancing our deeper understanding of customer perceptions of franchise vs. independent coffee shops by employing various qualitative research techniques. It also provides marketing managers important managerial implications by offering valuable insights into better understanding the strengths and weaknesses of franchise vs. independent coffee shops seen from the customer’s own point of view and improving their differentiation strategy that should vary depending on the type of store and their target customers. Limitations and implications for future research are also discussed.

국내 자영업의 문제점과 해결방안 : 독립 커피전문점을 중점으로

간형식(Kahn, Hyungsik) 한국상품학회 2021 商品學硏究 Vol.39 No.6

코로나19라는 전대미문의 전염병은 자영업자의 지속적인 몰락을 가속하며 중산층의 붕괴로 사회적으로 큰 파장을 일으키고 있다. 본 연구에서는 국내 자영업자 중에서 이러한 커피전문점을 운영하는 독립 커피전문점 자영업자를 중심으로 그들의 문제점을 파악하고 해결방안을 제시하고자 한다. 본 연구에서는 실증적으로 이러한 문제점을 수도권 독립 커피전문점을 대상으로 조사하였다. 국내 자영업자 중에서 독립 커피전문점은 여러 가지 문제점을 내포하고 있다. 코로나19의 확산으로 인한 정부의 영업시간 및 고객 인원 규제 때문에 독립 커피전문점의 매출이 감소하고 있다. 지역 상권에서 같은 업종 경쟁자와의 치열한 경쟁과 최저 임금의 급격한 인상은 독립 커피전문점 자영업자를 사지로 내몰고 있다. 또한 독립 커피전문점 자영업자가 겪고 있는 어려움이 비싼 임대료이다. 독립 커피전문점은 구독경제 모델을 과감하게 도입하여 고정수입을 확보하고 매출을 증가시켜야 한다. 독립 커피전문점 자영업자들은 스토리 텔링을 유튜브 등과 같은 SNS를 활용하여 브랜드 인지도를 높이고 포지셔닝을 구축하도록 노력해야 한다. 포지셔닝을 차별화된 인테리어, 뛰어난 맛 등과 같은 차별점으로 구축하여 자영업자는 고객의 마음속에 강력한 하나를 경쟁자보다 유리한 위치에 각인시킬 필요가 있다. 독립 커피전문점의 장점인 신속한 대응능력을 발휘하여 상권과 트렌드의 변화에 맞춘 메뉴와 서비스를 제공하는 차별화가 효과적으로 가능하다. 매출의 지속 성장을 위하여 독립 커피전문점은 부단한 신메뉴 개발을 위하여 투자해야 하며 신메뉴 개발이 성공적이라면 고객들이 SNS로 커뮤니케이션을 해주어 효과가 극대화될 수 있다. 또한 독립 커피전문점은 기존의 대면화된 커피 제공 서비스를 어떻게 비대면화 된 커피 제공 서비스로 확대할 수 있을지 모색을 해야 한다. The unprecedented epidemic of COVID-19 is accelerating the continuous fall of self-employed people and causing social repercussions due to the collapse of the middle class. This study aims to identify their problems and suggest solutions, focusing on self-employed independent coffee shops that operate such coffee shops among self-employed people in Korea. In this study, this problem was empirically investigated for independent coffee shops in the metropolitan area. Among the self-employed in Korea, independent coffee shops have several problems. Sales of independent coffee shops are decreasing due to the government s business hours and regulations on the number of customers due to the spread of COVID-19. In the local commercial district, fierce competition with competitors in the same industry and a sharp increase in the minimum wage are driving self-employed independent coffee shops to their limbs. In addition, the difficulties faced by self-employed independent coffee shops are high rents. Independent coffee shops should boldly introduce a subscription economy model to secure fixed income and increase sales. Self-employed people at independent coffee shops should try to increase brand awareness and establish positioning by using SNS such as YouTube. By establishing positioning as differentiated points such as differentiated interior and excellent taste, self-employed people need to imprint one strong thing in the customer s mind in a more advantageous position than their competitors. It is possible to effectively differentiate itself by providing menus and services tailored to changes in commercial districts and trends by demonstrating rapid response, which is the advantage of independent coffee shops. In order to continue to grow sales, independent coffee shops must invest in the development of new menus, and if the development of new menus is successful, customers can communicate through SNS to maximize the effect. In addition, independent coffee shops should seek ways to expand the existing face-to-face coffee service to non-face-to-face coffee service.