커피전문점의 선택속성이 고객만족과 충성도에 미치는 영향 연구 = 대전지역을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the impacts of selection attributes of coffee shop on customer satisfaction and royalty. Therefore, this study investigated the effects of materiality, comfort, reliability, reactivity guarantee on customer satisfaction and royalty through a demonstrative analysis. Total 250 sheets of questionnaire were distributed to them, and 227 valid and complete questionnaire were collected from them for empirical data analysis. The results of the practical analysis can be summarized as follows. First, as for the mutual relation between selection attributes and customer satisfaction, the influence degree that reactivity and guarantee factors make on customer satisfaction shows positive influence. Second, in case of relationship between selection attributes and royalty, factor of guarantee, reactivity and comfort influence on royalty. Third, as a result of interactive effect between customer satisfaction and royalty, customer satisfaction shows it positively impacts on royalty. As a result, select a customer and choose the coffee shop he has formed and customer satisfaction and loyalty, but also customer satisfaction loyalty tomorrow in order to ensure the credibility of the coffee shops and the Castle will be managed intensively. They have to invest their resources more efficiently making changes to selection attributes of coffee shop to increase the customer satisfaction and royalty.