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커피전문점 방문목적에 따른 서비스속성과 선택속성에 미치는 영향에 관한 연구
한삭명 한국호텔리조트학회 2012 호텔리조트연구 Vol.11 No.3
The purpose of this study was to help successful business of the self-employed and preliminary founder coffee shops and can be used as basic data to establish effective management strategy. To this end, according to the visiting purpose of coffee shop, the coffee shop selection and satisfaction impact were analyzed through empirical research. As a result, the main purpose of visiting to coffee shops of the customers was the meeting place. And the good establishment type of coffee shops were leisure type, business type,and eating-out type. Therefore, the establishment of a coffee shop, a clear concept, design and marketing strategy was required. Also, customers were prefer good feeling cafe type coffee shop than coffee shop of take-out. In addition, the selection of coffee shops of customers were influenced by brand reputation, image, and preconceptions. Customers were sensitive to the price, quantity, and time in take-out type coffee shops, but were sensitive to the feel, and quality in cafe type coffee shops.
AHP를 활용한 국내 커피전문점 사업의 KPI 우선순위 및 가중치 개발
김홍길(Hong Kil Kim),김학준(Hak Jun Kim) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.5
The objective of this research is to develop the priority and importance weight of each developed Key performance indicator (KPI), as a follow-up of Kim, Park, and Kim (2012) study on developing KPIs, both financial and non-financial, which allow for ``selection and concentration management`` with limited capital for the purpose of maintaining an advantageous position in the highly competitive coffee shop business. This research demonstrates that ``financial perspective`` got the highest weight (0.530) as a result of measuring the relative importance of each of the four perspectives, which is the second class, and that according to the measurement of the relative importance within each perspective, the third class, Gross Operating Profit from ``financial perspective`` got the highest weight (0.358), and then Customer Satisfaction from ``customer perspective``, CEO Leadership from ``internal processes perspective``, Employee Satisfaction from ``learning & growth perspective`` have got the 0.424, 0.450, and 0.353 as their weight respectively. Regarding results of the overall KPIs the weight of Gross Operation Profit is the highest (0.190), and then are Gross Revenue, Customer Satisfaction and Employee Satisfaction. The implications of this research are that ``learning & growth perspective`` is regarded more important than ``customer perspective`` in relation to the relative importance of each perspective, the second class, because even though coffee shop business is in the service industry, baristas`` technical skills are important. Since the coffee shop segment is relatively small-scaled within the service industry, furthermore, CEO Leadership from ``internal processes perspective`` is judged highly important with the weight of 45%. This study reflects that once the realistic profit is gained, Customer Satisfaction and Employee Satisfaction should be achieved for the sustainable coffee shop business. Key words : coffee shop business, KPI, Analytic Hierarchy Process.
브랜드 개성과 자아이미지 일치성이 소비자 만족 및 소비자-브랜드 관계에 미치는 영향에 관한 연구 - 커피전문점을 중심으로 -
서지연,나정기,이형주 한국외식경영학회 2011 외식경영연구 Vol.14 No.4
The purposes of this study were to understand the influence of brand personality-self image congruity in coffee shops on customer satisfaction and customer-brand relations, with a view to propose an efficient management strategy for a coffee shop. Based on total of 395 samples obtained from empirical research from 16 July to 10 August, 2010, self-administered questionnaires were completed by patrons in metropolitan area and data were analyzed based on frequency, exploratory factor analysis, reliability analysis, correlation analysis, regression analysis. From the factor analysis of brand personality,self-image, 5 factors, i e. warmth, sophistication, professional, pleasure,adventurous were extracted. The outcomes of this study were as follows:First, pleasure congruity has a significant impact on customer satisfaction. Second, warmth congruity and pleasure congruity impact on brand immersion. Third customer satisfaction impacts on consumer-brand relations. Limitations and future research directions are also discussed.