The purpose of this study is to analyze and identify the variables, to suggest the research contents as a model, to verify the fidelity of each variables, then to understand the elements that effectively affect long term orientations of the customers for the coffee shops, which are closely related to service quality and perceived quality.
On the basis of these purposes, the group of citizens were selected from the Seoul Special City from June 1st to 30th, for 30days, by using the cluster random sampling; the 500 questionnaires were distributed, 495 questionnaires were gathered, then 487 questionnaires were used for the study.
This study verifies the validity and reliability of questionnaires by expert meetings and factor analysis, reliability analysis, and preliminary tests, and the reliability of these questionnaires is showed as α=.595～α=.908. he input data was analyzed with SPSSWIN 24.0, and frequency analysis, factor analysis, reliability analysis, correlation analysis, independent sample t-test, one-way ANOVA, multiple regression analysis, and path analysis were used as statistical techniques.
The research findings are following.
First, there are differences in service quality, perceived values, and long-term intentions by demographic traits. The service quality is highly valued with Empathy at the age of 40s, with Reliability from occupation as housewives, with Tangibles and Empathy from the area north of the Han river as a residental district, and the conception of Assurance was valued highly in a central area. In the perceived values of the customers section, the price value was highly considered at the age of 20s from the age category, high school education level from the level of education category, as well as the people from the area of south of the Han river (Gangnam area) from the residental area category. The people from the area north of the Han river (Gangbuk area) highly aware of Emotional values and Earned value. As the long-term intentions, long-term profit of utilization was highly valued at the age of 20s from the age category, return visit was highly valued in the western Seoul area from the residental area, and the people from the central area highly aware of long-term profit of utilization.
Second, the service quality affects customers'' perceived values. Therefore, as the Tangibles, Empathy, Assurance, and Reliability increase, emotional value is highly represented. The earned value is shown highly as Tangibles and Empathys are increased. The price value is highly represented when Empathy and Assurance are increased.
Third, service quality affects the return visit rate. It means when the rate of return visit is increased, Empathy and Assurance are also increased. When long-term profit of utilization is increased, Empathy is also highly represented, and it is decreased when Reliability is low.
Fourth, the customers'' perceived values affect return visits of customers. The intention of return visits and long-term profit of utilization from customers are increased while emotional value, earned value and price value also are increased.
Fifth, even though service quality directly affects the intention of return visits, through the parameter, which is the customers'' perceived value, indirectly affects return visits.