커피 교육서비스 품질이 교육만족도와 충성도에 미치는 영향에 관한 연구

Coffee consumption in South Korea has been on the rise with coffee imports rising steadily, and the perception about coffee has been changed with developing coffee education. Therefore, current study conducted to verify the influence of educational service quality on satisfaction and loyalty as perceived by participants of coffee barista classes. Structured questionnaire distributed to people who have experience in coffee barista classes. Total 200 questionnaires were distributed and 195 responses were employed for the statistical analysis. Collected data for hypothesis testing was performed using SPSS 20.0 statistical package program. Demographic analysis, factor analysis, and regression analysis were performed to derive the purpose of this study using SPSS 20.0 program. As a result of analyzing the effect of each educational service quality factors on educational satisfaction and loyalty, five factors(reliability, assurance, responsiveness, tangibles, empathy) were found to have a significantly influence on educational satisfaction and loyalty. In addition, Educational satisfaction was confirmed that the positive influence on the loyalty also. Therefore, these results will contribute to provide valuable implementation for improving educational services.