커피전문점 선택 속성과 점포유형의 결합 관계가 만족도에 미치는 영향

• 영문명: Effects of Coffee Shop Choice Attributes and Type of Coffee Shop on Customer Satisfaction: Using Fuzzy Set Qualitative Comparative Analysis(fsQCA)
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 한영위(Young-Wee, Han) 이용기(Lee， Yong-ki) 안성만(Sung-Man Ahn)
• 간행물 정보: 『한국프랜차이즈경영연구』제8권 제1호, 31~41쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.03.30

영문 초록

Purpose – As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology – In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result – The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions – The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.

목차

1. 서론

2. 이론적 배경

3. 연구문제

4. 연구방법

5. 연구결과/실증분석

6. 결론

키워드

Fuzzy Set Qualitative Comparative Analysis (fsQCA) Franchise Coffee Shop Private Coffee Shop Choice Attributes Customer Satisfaction