Kano 모델을 기반으로 한 커피 브랜드 패키지 디자인 고객 만족도 연구

Abstract

The research focuses on the customer satisfaction for the packaging design of Luckin Coffee, a leading coffee brand in China. By employing the Kano Model and sensitivity analysis, the study conducts both quantitative and qualitative analysis on 407 valid responses collected from a questionnaire survey, categorizing and sorting the data. The results indicate that the seven attributes—economy, aesthetic shape, pattern and color, portability, cultural elements, customer service phone number, and production date—have sensitivities greater than 70%, classifying them as high-expectation or essential needs that should be prioritized. This study supplies scientific data support for enterprises to implement brand strategies and marketing models, helping brands maintain sustainable development in a competitive business environment.