국내ㆍ외브랜드 커피전문점의 방문수요, 만족도 및 행동의도에 관한 비교 연구

Abstract

The purpose of the current study is to investigate the degree of demand and satisfaction for the domestic brand coffee shop and the global brand coffee shop. For this purpose, a survey was conducted and the subjects were 20 and 30 adults who have visited coffee shop recently. The result shows that the subjects visited coffee shop average 4.53 times in a month and payed 6,500 won per time. They relatively prefer global brand but more satisfied with the domestic brand. By the factor analysis 19 items were grouped into 4 factors before the satisfaction analysis. According to the result of the statistics analysis, the product factor, including taste of coffee, freshness of coffee beans and consistency of taste, was positive influences on the degree of the satisfaction for the domestic brand. On the other hand, for global brand, facility factor, such as interiors, the atmosphere, and sanitary fittings, was positive influences on the degree of the satisfaction. Here, the degree of the satisfaction was a positive influence on the revisit and the recommendation.