earticle

영어

This study is conducted to grope the ways to enhance the customer loyalty for coffee stores by improving customer perception upon quality features. Also, this study aims to compare domestic coffee store and foreign coffee store in terms of quality perception. As Korean coffee market grows more branded coffee stores are established including domestic and foreign brands. As there are a heavy competition among these brands, it became fairly important to provide differentiated service quality to the customers. This study tries to identify the key quality attributes for the coffee stores and compare the domestic and the foreign coffee stores with representing brand respectively. Theoretically, the KANO model scrutinizes the effects of quality features on customer satisfaction. However, the KANO model contains a certain limit to fairly and clearly classify each quality attribute. To overcome the limit of Kano model which verifies the impact of quality attributes on customer satisfaction, this research used the IPA (Importance-Performance Analysis) to practically contribute to performing marketing strategy. From the previous studies and the pre-test there are 15 quality features of three major factors are driven. In special the pre-test was conducted with 10 university students who have experienced visiting two coffee stores, namely ‘Caffe Bene’ and ‘Starbucks’, at least twice in the past year, and students are asked about their experiences of satisfaction and dissatisfaction while visiting coffee stores. Satisfied experiences are including coffee taste, variety of coffee menu, same coffee taste among stores, luxurious interior, comfort of table and chair, employee service, milage reserving, hygiene and cleanliness, and comfort to use wireless internet. Meanwhile they perceive dissatisfaction with high price, lack of various menu, slow service, and quality to price. In the main survey, it measured the importance of 15 quality attributes, and also measured satisfaction of 15 quality attributes and loyalty for two coffee store brands, namely ‘Caffe Bene’ and ‘Starbucks.’ For the data collection of 310 participants who have experience visiting two coffee store brands within past 1 year answered through on-line survey. IPA results showed that employee attitude, service speed, cleanliness and hygiene, comfort of table and chair, enough space between tables belong to the Ⅰ quadrant which both high in importance and performance for both brands. On the other hand, quality to price, low price belong to the Ⅳ quadrant where is high in importance but low in performance. Comparing two coffee store brands, coffee quality, same taste among stores, quality to price and low price are located in the Ⅳ quadrant for Caffe Bene, whereas quality to price and low price are located in the Ⅳ quadrant for Starbucks. Employee appearance, variety of coffee menu, variety of other menu, luxurious interior, comfort for wireless internet use belong to the Ⅱ quadrant as milage reserving belong to the Ⅲ quadrant for both brands. Most quality attributes are statistically different between the importance and the performance. However, hygiene and cleanliness, variety of other menu and comfort for wireless internet use are not statistically different between the importance and the performance for Caffe Bene, meanwhile, employee appearance, variety of coffee menu, variety of other menu and comfort for wireless internet use are not statistically different between the importance and the performance for Starbucks. The effects of performance (satisfaction) on re-visit and recommendation intention are statistically significant for both brands. Although this study provides some insight results for coffee stores, there are a number of limits to be developed for the future research. Fist, study results from only two brands, each of domestic and foreign brand cannot be generalized. And more diversified concepts such as consumer personality, value and pursuing benefit must be considered in the future studies. The findings of this study help management understand the quality features to focus on and strengthening their competitiveness in coffee store market.

한국어

본 연구는 커피전문점 품질속성에 관한 소비자지각과 마케팅전략 측면에서 품질속성 향상을 통해 소비자충성도를 제고시킬 수 있는 방안을 모색해 보고자 수행되었다. 국산 브랜드와 외국 브랜드의 난립과 함께 경쟁이 치열해지고 있는 커피전문점시장에서 소비자들에게 차별화된 품질을 제공하는 것이 중요시 되고 있으며 본 연구에서는 이러한 핵심품질요소를 밝혀냄과 동시에 국산 커피전문점과 외국 커피전문점을 비교 하는데 그 목적이 있다. 품질요소가 소비자만족에 미치는 영향력을 이원론적으로 검증한 Kano모델이 지니고 있는 한계점을 극복하기 위해 본 연구에서는 IPA(importance-performance analysis; 중요도-실행도 분석) Matrix를 활용하여 커피전문점의 품질요인별 속성들에 관한 분석을 통해 마케팅전략 실행측면에 실질적인 기여를 하고자 하였다. 문헌연구와 사전조사를 통해 도출된 서비스, 제품, 시설 등 세 가지 커피전문점 품질요인에 따라 15가지 세부품질속성에 대한 중요도를 측정하였으며, 카페베네와 스타벅스 두 커피전문점 브랜드의 만족도와 충성도를 각각 측정하였다. IPA Matrix를 통해 분석한 결과, 직원의 태도, 서비스의 신속도, 매장의 청결 및 위생, 테이블과 의자의 편안함, 테이블공간의 충분성 등은 두 브랜드 모두 중요도와 실행도가 높은 영역인 것으로 나타났으며, 가격 대비 품질, 저렴한 가격 등은 중요도는 높으나 실행도가 낮은 영역인 것으로 나타났다. 실행도(만족도)가 재방문의도 및 추천의도에 미치는 영향을 검증한 결과, 통계적으로 유의한 것으로 나타났다. 본 연구결과는 커피전문점의 품질속성 중 어떠한 요소에 역량을 집중하고 배분할 것인지에 관한 정보를 제공한다는 점에서도 의미를 찾을 수 있다.