earticle

영어

This study provides a comparative analysis between companies in private and franchise coffee shop considering the service quality. There are several studies on the quality of service of coffee shops but lack paper regarding the quality of service efficiency. Therefore, this paper compared the efficiency of the service quality of private coffee shops and coffee shop franchises in the study. This paper is based on over CoffeSERV, ANP (Analytic Network Process) analysis measures which is the weight of the consumer-oriented, satisfaction with calculated element revisit also were used recommend to others. According to the result of CCR analysis model and Super-SBM model, the private coffee shops and six franchise coffee shops provides an efficient service quality but BCC model, CCR model and the Super-SBM model shows six private coffee shop is efficient, five franchise coffee shop provide an efficient service. There are some implications that this study can provide implications for strategic management services to improve the quality of the coffee shop owners and individual coffee shops. When someone wants to start new coffee shop providing a excellent service, the result of this paper will be able to offer suggestions that increasing the competitive edge.

한국어

본 연구는 서비스 품질 측정도구인 SERVQUAL과 커피전문점의 서비스품질 측정도구인 CoffeSERV를 이용하여 신뢰성, 물리적 환경, 대표성, 커피본원특성, 커피본원 외 음료특성의 5가지 요인을 기초로 프랜차이즈 커피전문점과 개인 커피전문점의 서비스품질을 고객들이 어떻게 인식하는지에 대한 비교분석을 실시하였다. 비교분석을 위한 도구로는 DEA(Data Envelopment Analysis; 자료포락분석)를 이용한다. DEA는 가중치 설정의 한계점이 존재하며 따라서 ANP(Analytic Network Process)분석을 통해 가중치를 설정하였다. 설정한 가중치를 바탕으로 개인 커피전문점과 프랜차이즈 커피전문점간의 서비스 품질 효율성을 비교 분석하였다. 비교분석을 통해 커피전문점의 서비스품질 효율성을 제시하여 각 커피전문점의 서비스품질 강화를 위한 경영전략적 시사점을 제시한다.