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.

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 선택속성이 만족, 재방문 및 장기지향성에 미치는 영향 -프랜차이즈 커피전문점과 개인 커피전문점의 차이를 중심으로-

김주연,김남용 국제e-비즈니스학회 2017 e-비즈니스 연구 Vol.18 No.5

Franchise coffee shops featuring high -priced premium coffees have recently formed a new trend recently as low pri ce coffee chains appear in the market. Coffee shop markets are getting more heated up due to the growing number of individual specialty coffee shops th at differentiate themselves from others in terms of coffee beans and menus. This study aims to identify how consu mers perceive the selection properties of these specialty coffee shops and fr anchise coffee shops. Additionally, we would like to understand the difference in the influence of choice attributes on behavior such as customer satisfaction, revisit intention, and long-term orienta tion. The choice attributes of coffee sh op selection consisted of coffee quality, physical environment, price value, bra nd, and relationship. Analysis shows that the assessment of privately owned specialty coffee shops is significantly higher than those of franchise coffee shops, for all variables except physical environmental factor. Also, differences in the effects of the choice attributes on revisit intention, and long-term orie ntation have been observed. Based on the difference found in the study, the practical implications were suggested. 프랜차이즈 커피전문점들이 고가의 프리미엄 커피를 지향하던 커피시장에 최근 들어 낮은 가격의 커피를내세운 프랜차이즈가 나타나면서 커피전문점 시장의 새로운 트렌드를 형성하였다. 이에, 합리적인 가격대에원두종류와 커피메뉴를 차별화한 개인 커피전문점도 점차 생겨나면서 커피전문점 시장은 더욱 가열되고있는 양상이다. 본 연구는 이러한 개인 커피전문점과 프랜차이즈 커피전문점의 선택속성에 대해 소비자가어떻게 다르게 인식하는지 파악하고자 한다. 또한, 고객의 만족, 재방문의도, 장기지향성과 같은 행동의도에미치는 선택속성의 영향력 차이를 파악해보고자 한다. 커피전문점 선택속성요인으로 커피품질, 물리적 환경, 가격대비가치, 브랜드, 관계성으로 구성하였다. 분석결과, 물리적 환경 요인을 제외한 모든 변수에 대해 개인커피전문점 이용객의 평가가 프랜차이즈 커피전문점 이용객보다 유의하게 높은 것으로 나타났다. 또한, 선택속성요인이 만족, 재이용의도, 장기지향성에 미치는 영향에 있어서도 차이를 나타냈다. 이 차이에 기반한실무적 시사점을 제시하였다.

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

프랜차이즈 커피전문점의 브랜드 커뮤니케이션과 고객만족, 브랜드 충성도와의 관계연구: 가격공정성의 조절효과를 중심으로

양진연 ( Jin Youn Yang ),문상정 ( Sang Jeong Moon ) (사)한국마이스관광학회(구 한국컨벤션학회) 2015 MICE관광연구 Vol.15 No.2

The purpose of this study is to identify the moderating effect of price fairness perceived by customers on the structural relationship between franchise coffee shops`` brand communication (advertising and promotions) and customer satisfaction and brand loyalty. The subjects were customers of franchise coffee shops located in Daegu and Gyeongbuk. 410 questionnaires were distributed, and final 392 copies among them were used for research analysis. As a result of carrying out frequency analysis, reliability analysis, exploratory factor analysis, and covariance structure analysis (SEM: structural equation model), and χ² difference test analysis, using the SPSS 20.0 program, it was found that first, the brand communication of franchise coffee shops influenced customer satisfaction positively (Hypothesis 1). Second, it was found that customer satisfaction with the brand communication of franchise coffee shops influenced brand loyalty positively (Hypothesis 2). Third, it was found that price fairness perceived by customers had no moderating effect on the influence of franchise coffee shops`` brand communication on customer satisfaction, and thus (Hypothesis 3) was rejected. The differentiation of franchise coffee shops is not easy. However, first, this study verified the long-term management effects of franchise coffee shops`` brand communication on the formation of customers`` brand loyalty as well as its short-term management effects at the level of traditional marketing. Second, this study drew the meaningful research results that the brand communication of franchise coffee shops influences customer satisfaction positively irrespective of price fairness perceived by customers, and verified the importance of brand communication for franchise coffee shops. Therefore, this study suggests that the brand communication is the beginning and end of franchise coffee shops differentiation.

베트남 유학생의 한국 커피전문점 선택속성이 고객만족과 행동의도에 관한 실증적 연구

이제홍 한국무역보험학회 2023 무역금융보험연구 Vol.24 No.1

Purpose : This study is a study on customer satisfaction and behavioral intention of Korean coffee shop selection attributes of Vietnamese international students. The purpose of this study is to analyze the effect on customer satisfaction and behavioral intention. Through this analysis, it is not only to consider the selection attributes of foreigners' coffee shops and establish a response strategy, but also to conduct a preliminary investigation to advance into the country as a franchise. Research design, data, methodology : This study conducted an empirical analysis of the effect on the selection attributes of Korean coffee shops in terms of customer satisfaction and behavioral intention for Vietnamese students. The subject of analysis was a survey targeting Vietnamese students visiting Korean coffee shops. The survey period for this study was conducted from May 2019 to December 2019. A total of 300 questionnaires were distributed, 248 copies were collected, and 221 valid questionnaires were analyzed. For the measurement method, a Likert 5-point scale with 5 points for 'very much' and 1 point for 'very disagree' was used. An empirical analysis was conducted on satisfaction and behavioral intention according to selection attributes. Results : As a result of the analysis, first, the coffee shop's brand image was found to have a positive effect on customer satisfaction. Second, the interactive nature of coffee shops has a positive effect on customer satisfaction. Third, it was found that the atmosphere of the coffee shop space had a positive effect on the users. Fourth, it was found that the taste and aroma of coffee at coffee shops had a positive effect on customers. In addition, in the analysis of the coffee shop selection attributes on behavioral intention, first, it was found that Vietnamese international students had a positive behavioral intention according to the coffee shop's brand image, which had an effect on revisit. Second, Vietnamese students showed a positive attitude toward choosing a coffee shop because of the interactive nature of the coffee shop. This can be seen as a positive for revisit. Third, it was found that Vietnamese students had a tendency to revisit the coffee shop as their behavioral intention appeared positive according to the space and atmosphere in the selection attributes of the coffee shop. Fourth, however, it was concluded that Vietnamese students did not visit coffee shops because of the taste or aroma of coffee. Conclusions : Analysis of the effect of Vietnamese students' satisfaction with Korean coffee shops on their behavioral intentions showed that Vietnamese students who used coffee shops had an intention to revisit, as the satisfaction with coffee shops had a positive effect on their behavioral intentions.

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.

커피 소비 라이프스타일이 커피숍 VMD선호이미지에 미치는 영향

최수경 한국디자인문화학회 2023 한국디자인문화학회지 Vol.29 No.3

Recently, the trend of rapidly and continuously increasing number of cafe spaces is changing from the concept of cafes as a space to drink coffee to a space that is used in various aspects such as leisure life and study. The purpose of this study is to analyze the effect of coffee consumption lifestyle on the coffee shop VMD preference image. Data collection was conducted in May 2023 for 263 university students residing in the Gyeongnam region, and a questionnaire was used. For data analysis, frequency analysis, factor analysis, reliability analysis, F test, Duncan test, and regression analysis were used by SPSS program. The results of this study are as follows. coffee consumption lifestyle factors consisted of four dimensions: health safety orientation, gourmet taste pursuit, social preference, and prudent consumption. Coffee shop VMD preference image consisted of six dimensions: comfort, aesthetics, affinity, attention, liveliness, and openness. The coffee consumption lifestyle and the preferred image of coffee specialty store VMD were partially different depending on the actual coffee consumption. In particular, coffee life style showed a significant difference according to monthly average coffee drinking cost and preferred side menu of coffee shop, and coffee shop VMD preferred image according to monthly average coffee drinking cost. coffee consumption lifestyle was found to have an effect on the preferred image of coffee shop VMD, and among them, the social preference of coffee consumption lifestyle was found to have a significant effect on the preferred image of coffee shop VMD. From the above, it can be seen that coffee consumption lifestyle is related to each other as a variable indicating the influence of coffee shop VMD preference image. The results of this study are expected to be useful basic data for VMD planning and store directing of coffee shops.

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.

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...