저가커피전문점 선택속성이 관계품질, 지각된 가치 및 행동의도에 미치는 영향 (The selection attributes of low-cost coffee shops include relationship quality, perceived value, and Effect on the Behavior Intention)

서지정보

· 발행기관 : 한국커피협회
· 수록지 정보 : 한국커피문화연구 / 10권 / 2호 / 7 ~ 38페이지
· 저자명 : 이욱기, 박기용

초록

저가커피 시장이 국내 커피시장에서 차지하고 있는 비중에 비해 그다지 활발한 연구가 이루어지지 않았다. 이에 본 연구는 전체 커피시장의 급속한 성장과 변화 속에서 상당한 영향력을 미치고 있는 저가커피 시장에 주목하였다. 국내 저가커피 시장을 중심으로 저가커피전문점(low-cost coffee shops)의 선택속성을 도출하고, 커피 이용고객과의 관계품질, 지각된 가치, 그리고 행동의도 간의 영향관계를 분석하고자 한다. 이는 치열하게 경쟁을 벌이고 있는 저가커피시장에서 소비자들이 어떤 기준으로 커피전문점을 선택하는지, 고객과의 지속성을 유지하기 위해 고객과의 관계를 어떻게 형성해야 하는지, 어떻게 하면 충성고객을 확보할 수 있는지 등을 파악할 수 있게 됨으로써 저가커피 브랜드의 마케팅전략과 경쟁력 제고에 유용한 시사점을 제공할 것이다.

영어초록

As the low-priced coffee market has grown, the low-priced coffee market has also long begun to play a zero-sum game in which brands steal and lose customers. Nevertheless, as the entry of new coffee brands continues to increase, we are faced with a situation where it is difficult to avoid the harsh reality of survival of the fittest due to excessive competition. In this situation, a strategy is required to gain a competitive advantage in the market among competing companies. Accordingly, this study examined the impact of low-price coffee shop selection attributes on relationship quality, perceived value, and behavioral intention. The results and implications of the study are as follows.
First, it was confirmed that service and cleanliness are important factors in improving relationship quality in low-priced coffee shops, just like roasters or high-end coffee shops. Second, as a result of examining the influence relationship of low-price coffee shop selection attributes on perceived value, service, cleanliness, and brand, excluding menu variety, quality, and store characteristics, influenced perceived value, and among them, service had the greatest influence. appeared to be the largest. This suggests that the more neat and clean the appearance, professional knowledge, and courteous service response ability of employees who serve customers at service contact points are, the greater the customer's perceived value increases in the most positive direction. Third, as a result of testing the influence of relationship quality on behavioral intention, it was found to have a positive influence, and the influence was in the order of satisfaction, commitment, and trust. This means that coffee shops need to make efforts to maximize relationship quality. Fourth, as a result of examining the relationship between perceived value and behavioral intention, it was found to have a positive influence. This basically shows that when customers feel the value of the product meets or exceeds their expectations, they want to maintain a long-term relationship with the coffee shop and increase their intention to revisit and recommend the product.

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