원두커피의 브랜드 및 점포 선택속성에 관한 연구 = (A) Study on Selective Attributes of Bean Coffee Brand and Shop

다국어 초록 (Multilingual Abstract)

This thesis is a study on customer's choice of bean coffee shop and brands and the objective of this research is to explore the factors which have influence on customer's choice about bean coffee brands and shops. Due to the wide spread of the new bean coffee shops in 1980s and the development of espresso coffee preference in 1990s, those bean coffee and espresso-sipping cultures have been thriving and shaping the dominant coffee preference culture. Now bean coffee shop is not only just a place to drink coffee but a place to attract customer's attention for spending time for various purposes.
The luxuriousness of bean coffee products, the change of the shop loving pattern, the shift of coffee tasters, all are bringing not only quantitative growth but also qualitative ones.
And as the expansion of espresso coffee market and the widening of the qualified bean coffee shops, the polarization between the conventional coffee shops and the espresso coffee shops are getting diversified and conspicusous.
Briefly speaking, the purpose of this research is to find out what elements does affect customer's choice of the bean coffee brand and how significant they are: to examine the degree of customer satisfaction; to display whether these elements are to shape custoemr's intension to repurchase and revisit the shop; to show the overall customer satisfaction.
As the research methodology, I adaopted the survey research, especial the questionnaire for the period from 1st October in 2002 to 14th October in 2002 - that I used simultaneously both questionnaire and direct interviews for the customer who were visiting bean coffee shop located in the area of Myeong-Dong and Kangnam station.
The questionnaire containing 28 questions, and 310 samples were distributed and 281 samples(91%) were recollected. There, I excluded 23 samples(7.4%)-no-respond and poorly answered ones and finally coded 258 sampels(83.2%) and analyzed them.
The specific methods used in this reswearch were the frequency analysis, one-away ANOVA, multiple regression analysis.
And the results of analysis were as follows:
First, the demographic characteristics of customers were that most of the custoemrs visiting bean coffee shop were women who were in there 20s, and 30s and their career groups were mostly students, businessman/women, professionals.
Secondly, customer's preference were shown that they purchased brewe coffee for its exquisitely unique taste and flavor and drank regularly cup of coffee in a day and visited the stop average 2-3 times a weel The visiting hour was shown mainly from 5 to 8 pm. They were sittin on average 30 minutes to one hour.
Third, the primary reason to choose the rewed coffee was as presumed for the taste; and the selecftive factor to purchase the bea coffee brand was accorded to the diversity of manu choice; and the facto to choose the bean coffee store showed that the shop awareness had significant influence on customer's overall satisfaction.
Fourthly, there were positive significance in the relationship between the selective factors to choose bean coffee brands and shops and customer' along with customer satisfaction.
Thus, I as a deliberate and serious researcher strived to explain th current shifting trend to purchase bean coffee bean rather tha post-preferred instant coffee and as a result could realize that customer selected specific bean coffee brand and shop because of its exquisite tast and flavor.
I had attempted to take comparative analysis by using customer' personla background and lifestyle yet I had to limit the scope of thi research as an initial attempt - more focusing on practical method.
And I am expecting more differentiated comparative analysis which coul shed light on the market-oriented research by followers.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 2
• 제3절 연구의 방법과 연구의 구성 = 3
• 제2장 이론적 배경 = 5
• 제1절 레스토랑의 선택속성에 관한 고찰 = 5
• 1. 레스토랑의 개념 및 분류 = 5
• 2. 프랜차이즈의 개념 및 프랜차이즈 시스템의 유형 = 9
• 3. 국내 커피 전문점 발전과정 및 현황 = 12
• 4. 레스토랑 선택속성에 관한 이론적 고찰 = 19
• 5. 레스토랑 선택속성에 관한 선행연구 = 26
• 제2절 원두커피 선택속성에 관한 이론적 고찰 = 31
• 1. 커피의 개념 및 재배조건 = 31
• 2. 커피의 분류 및 성분 = 34
• 3. 커피의 가공 방법 및 제조 과정 = 39
• 4. 원두커피의 추출방법 = 43
• 5. 원두커피 시장의 현황과 전망 = 45
• 제3절 고객 만족에 관한 고찰 = 54
• 1. 고객 만족의 정의 = 54
• 2. 고객 만족에 대한 선행연구 = 56
• 3. 레스토랑 이용고객의 만족에 관한 선행연구 = 58
• 제3장 연구방법 = 61
• 제1절 연구모형 = 61
• 제2절 연구가설 = 62
• 제3절 조사 및 분석방법 = 63
• 1. 표본설계 = 63
• 2. 변수의 조작적 정의 및 측정도구의 선정 = 63
• 3. 설문지의 구성 = 64
• 4. 분석방법 및 절차 = 66
• 제4장 실증분석결과 = 69
• 제1절 표본의 특성 = 69
• 1. 인구통계적 특성 = 69
• 2. 구매행동적 특성 = 71
• 제2절 연구가설에 대한 검증 = 74
• 1. 원두커피 브랜드 선택요인별 원두커피 구매행동적 특성에 대한 차이 검증 = 74
• 2. 원두커피 점포 선택요인별 원두커피 구매행동적 특성에 대한 차이 검증 = 78
• 3. 원두커피 브랜드 선택요인이 만족도에 미치는 영향 = 83
• 4. 원두커피 브랜드 선택요인이 브랜드 재구매의사에 미치는 영향 = 85
• 5. 원두커피 점포선택요인이 만족도에 미치는 영향 = 87
• 6. 원두커피 점포선택요인이 원두커피 점포 재방문의사에 미치는 영향 = 90
• 7. 원두커피 브랜드·점포 선택요인에 대한 요인분석 = 92
• 8. 원두커피 브랜드·점포 선택요인이 전반적인 만족도에 미치는 영향 = 96
• 제3절 실증분석결과에 대한 요약과 시사점 = 98
• 1. 실증분석결과에 대한 요약 = 98
• 2. 분석결과에 따른 시사점 = 103
• 제5장 결론 = 108
• 제1절 연구의 요약 = 108
• 제2절 연구의 한계점과 향후 연구 방향 = 110
• 참고문헌 = 111
• 설문지 = 116
• ABSTRACT = 120