커피전문점의 재방문의도 및 구전의도 형성과정에 관한 연구

• 영문명: Intention to Revisit Coffee shop and Word-of-Mouth Referrals: Comparative Research on Services quality and Products quality with regard
• 발행기관: 한국외식경영학회
• 저자명: 김기진(Kim Gi Jin) 이보순(Lee Bo Soon)
• 간행물 정보: 『외식경영연구』12권 4호, 7~31쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.10.30

영문 초록

The current research seeks to compare the i mpact of service quality and the quality of coffee on customers’ intention to revisit coffee shops and word-of-mouth referrals. The current research was carried out with consumers in Daegu city who have patronized a coffee shop at least twice, and there are 271 valid samples. The result of analysis shows that the impact of service quality on the level of satisfaction is greater than that of coffee quality on the satisfaction, and the impact of coffee quality is revealed to be greater on the intention to revisit and word-of-mouth referrals. Moreover, in the relationship between service quality and the intention to revisit, the satisfaction about service quality served as a perfect medium while it did not show any medium effect in the relationship between the service quality and word-of-referrals. The satisfaction about coffee quality is revealed to serve as a partial medium in the relationship among coffee quality, the intention to revisit and word-of-referrals.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구의 설계

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

Coffee shop SERVQUAL SERVPERF Services quality Products quality