커피전문점의 선택속성이 재방문의도에 미치는 영향연구

Given the rapidly growing coffee shop industry, it is necessary to analyze the demands and needs of coffee shop customers in light of their selection attributes, and to understand how such aspects will change in the future. The purpose of this study was to investigate the effects of the importance of selection attributes and the customer satisfaction with coffee shops on their revisit intention. The questionnaire response data collected from 223 out of 300 coffee shop customers were used to test the hypotheses. SPSS 20.0 for Windows was used to verify the hypotheses including the IPA method, paired t-test and multiple regression analysis. The analysis shed light on the following findings. The importance scored higher than satisfaction, which suggested their high expectation of coffee shops. Specifically ‘the kindness of staff’, ‘price of coffee’, ‘diversity’ and ‘taste of coffee’ were found to be the key important selection attributes in their choice of coffee shops. Paired t test highlighted statistically significant differences (p<0.01) in all items for selection attributes excluding the ‘convenience of parking.’ The multiple regression analysis indicated that service, quality of coffee, convenience and recommendation showed the positive significant effects on the customer revisit intention.