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Subject

A study on the effect of selection attributes on satisfaction and behavioral intention of coffee shop customers
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커피전문점의 선택속성이 만족도와 행동의도에 미치는 영향 연구

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Type
Academic journal
Author
Ki-Hoon Shim (순천대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.33 No.11 KCI Accredited Journals
Published
2019.11
Pages
71 - 87 (17page)
DOI
10.21298/IJTHR.2019.11.33.11.71

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A study on the effect of selection attributes on satisfaction and behavioral intention of coffee shop customers
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Abstract· Keywords

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In the coffee shop market, consumption has increased rapidly, especially among young people, and sales at franchise coffee shops are continuously increasing. In order to survive the competition, coffee shops are trying different marketing approaches. Also, specialty coffee shops that are operated by individuals in the form of roasters or that offer low prices to meet consumer needs are in abundance. In order to achieve sustainable management and earn profits in the face of intensifying competition, it is necessary to provide differentiated customer value by providing services that consumers want. This study analyzed the relationship between college students’ selection attributes, satisfaction, and behavioral intention and the effects of the selection attributes of privately-owned and franchise coffee shops on satisfaction and behavioral intentions. The effects of the coffee shop selection attributes on satisfaction and behavioral intention, the effect of satisfaction on behavioral intention, and the direct and indirect effects of factors had a positive effect. As a result of analysis according to the type of business, it was found that the selection attributes of franchise coffee shops had positive effects on both satisfaction and behavioral intention, and satisfaction affected behavioral intention. The selection attributes of private coffee shops did not affect satisfaction and behavioral intention, but satisfaction had a positive effect on behavioral intention.

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 분석방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
국문요약

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