국내․외 브랜드에 따른 커피전문점의 서비스품질이 고객만족과 행동의도에 미치는 영향력 비교에 관한 연구 (The Comparison of Homemade and Foreign Coffee Shop Brands in Potential Effects of Their Service Quality on Satisfaction and Behavioral Intentions of Customers)

서지정보

· 발행기관 : 한국호텔외식관광경영학회
· 수록지 정보 : 호텔경영학연구 / 19권 / 4호 / 187 ~ 206페이지
· 저자명 : 김기진, 변광인

초록

본 연구의 목적은 커피전문점의 국내․외 브랜드에 따른 커피전문점의 서비스품질이 고객만족과 행동의도에 미치는 영향을 살펴보고, 그 영향력의 차이를 비교하는 것이다. 표본은 서울지역과 대구지역에 커피전문점을 2회 이상 이용한 경험이 있는 소비자가 최근에 이용한 커피전문점에 대해 응답하도록 요구하였고, 총 245부를 최종분석에 사용하였다. 분석결과 국․내외 커피전문점 서비스품질의 구성요인은 모두 고객만족에 유의한 영향을 미치는것으로 나타났다. 그 영향력의 차이를 살펴보면, 서비스 제품(What)이 고객만족에 미치는 영향력은 국내브랜드 보다 해외브랜드가 강한 것으로 나타났고, 서비스전달(How)이 고객만족에 미치는 영향력은 국내브랜드가 해외브랜드보다 강한 것으로 나타났다. 또한 국내․외 커피전문점의 서비스제품과 서비스전달이 행동의도에 유의한 영향을미치는 것으로 나타났다. 아울러, 국내․외 커피전문점에 따른 서비스품질이 행동의도에 미치는 영향력은 차이가없는 것으로 나타났다.

영어초록

The purpose of this study is to determine potential effects of service quality attained by homemade and foreign coffee shop brands on satisfaction and behavioral intentions of customers, and compare potential differences in the effectiveness of service quality between homemade and foreign brands. In order to achieve these goals, this study used sampling to select certain consumers who ever used brand coffee shops twice or more frequently in Seoul and Daegu as two metropolitan cities in Korea.
And those selected respondents were asked to respond to questions about such brand coffee shops as they used recently. Next,total 245 valid and complete questionnaires were adopted and used for final data analysis. As a result, it was found that all constructors of service quality attained by homemade and foreign coffee shop brands had significant effects on satisfaction of customers. According to comparison of potential differences in the effectiveness of service quality between homemade and foreign brands, it was found that foreign brands had stronger effects of service product (What) upon customer satisfaction than homemade ones, while homemade brands had stronger effects of service delivery (How) on customer satisfaction than foreign ones. In addition, it was found that both service product and service delivery of coffee shop brands, whether homemade or foreign, had significant effects on behavioral intentions of customers. Furthermore, it was found that there was not any significant difference in potential effects of service quality attained by brand coffee shops, whether homemade or foreign, upon the behavioral intentions of customers

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