대학 내 커피전문점에 대한 소비자의 요구도와 만족도 = Consumers' Needs and Satisfaction of a Coffee Shop Located on University Campus

다국어 초록 (Multilingual Abstract)

This study examined how much consumers were satisfied and what their needs
were for a coffee shop located on a university campus. Also, it was examined
what factors were influencing the satisfaction of a coffee shop located on a
university campus. The questionnaire survey method was conducted and 194
university students who had experiences visiting a coffee shop located on
university campus in Cheongju, were selected. For the statistical analysis,
descriptive analysis, factor analysis, t-test and ANOVA were used by the SPSS
14.0 program.
The findings were as following:
First, consumers' overall satisfaction with a coffee shop located on a university
campus was near mid-point.
Second, the most important factor for consumers’ satisfaction of a coffee shop on
university campus were location. And, price, taste, and various product options
followed.
Third, consumers' needs for a coffee shop on a university campus were
composed of three factors: interior circumstance, service, and attendant
circumstances. The most important out of these three factors was the service
factor (m=3.89).
Fourth, consumers' satisfaction for the coffee shop on a university campus was
composed of four factors: interior circumstance, service, ease of access, and brand
loyalty. Furthermore, ease of access was found to be the most important factor
(m=3.98).