http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
국내,외 브랜드에 따른 커피전문점 물리적 환경이 고객 만족과 재방문의도에 미치는 영향에 관한 연구
이형주(Hyung Joo Lee),서지연(Ji Youn Suh) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.2
The purpose of this study was to understand the influence of the physical environment of local and global coffee shop brands on customer satisfaction and revisit intention. The study used sampling and selected certain consumers, especially university students who frequently visited brand coffee shops in Seoul. A total of 279 valid questionnaires were gathered and analyzed. The results of this study are summarized as follows. First, it was found that cleanliness and attractive and practical space affected customer satisfaction but cleanliness did not affect the use of global brand coffee shops, which was an unexpected result. The reason is that customers expect global coffee shops are managed by their own sanitary regulations. Second, cleanliness and attractiveness affected the revisit intention but the practically designed space did not affect visitation to local brand coffee shops. Attractiveness and a practically designed space affected revisit intention but cleanliness did not affect visitation to global brand coffee shops. Exterior, interior, color and design are important factors in choosing a coffee shop. Third, customer satisfaction affects revisit intention for both local and global coffee shops. In this study, differentiation and a unique concept are seen as important factors in managing a successful coffee shop. These results will help to control brand management strategy. Limitations and future research directions are also discussed.