Laddering 기법을 활용한 카페 이용 고객의 추구 가치 분석

• 영문명: Cafe Customers' Desired Value: An Application of Laddering Technique
• 발행기관: 한국관광학회
• 저자명: 배주원 신서영 남궁영
• 간행물 정보: 『관광학연구』제36권 제10호, 311~331쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.12.31

영문 초록

This study aimed to identify attributes, consequences, and values associated with cafes by using the laddering technique based on the means-end chain theory. Through the laddering technique, 11 attributes considered by cafe customers were revealed: ‘comfortable ambience’, ‘taste and menu’, ‘professionalism’, ‘food styling and table setting’, ‘interior and space’, ‘location and accessibility’, ‘service’, ‘name recognition’, ‘music’, ‘aroma’, and ‘convenience.’ There were 15 consequences the customers sought to obtain from these attributes: ‘change of mood’, ‘stress relief’, ‘rich conversation’, ‘time utilization’, ‘no interference from others’, ‘rest’, ‘new experience’, ‘special and diverse experience’, ‘time alone’, ‘escape from daily life’, ‘learning from a professional (barista)’, ‘consistent menu and taste’, ‘satisfying a craving’, ‘social life place’, and ‘feeling treated well.’ Finally, there were 9 values the customers ultimately sought to obtains from these results: ‘comfort’, ‘sense of attainment’, ‘self-satisfaction’, ‘selfcompensation’, ‘rich human relationship’, ‘fun, happiness and joy’, ‘convenience’, ‘leisure’ and ‘self-confidence’. Based on these attributes, consequences, and values, a implication matrix was formed and the direct and indirect relationships between each respondent's answers were quantified and analyzed. The result showed that the cafe customers consider ‘leisure’ as the ultimate gal when selecting a cafe.

목차

I. 서론

II. 이론적 배경

III. 연구 방법

IV. 연구결과

V. 결론 및 제언

참고문헌

키워드

카페 추구가치 래더링 Cafe Desired value Laddering