DOI QR코드

DOI QR Code

Effect of Coffee Shop's Desert Menu Quality on Shop Choice and Revisit Frequency

커피전문점의 디저트 메뉴품질이 점포선택과 재방문에 미치는 영향

Kim, Ji-Eung
김지응

  • Received : 2011.08.29
  • Accepted : 2011.11.06
  • Published : 2012.04.30

Abstract

The purpose of this study was to develop definite and practical marketing strategies for coffee shop managers or preliminary founders through empirical analysis of the effects of desert menu quality characteristics a mainstay of coffee shop-on store choice and revisit frequency. The results of this study are summarized as follows. The results showed that the menu quality characteristics taste, price, hygienic conditions, and health had significant effects on store choice and repurchase frequency through customer satisfaction, whereas originality was rejected due to the lack of menu originality. Both shop choice and repurchase frequency through customer satisfaction were also significant. This suggests that there is a need for the development of a diverse desert menu to increase competitiveness, creation of new customers, and regular customer management.

Keywords

coffee shop;menu quality;customer satisfaction;shop choice;repurchase

References

  1. 권장하. 바리스타의 길, 새한문화사, pp 149-150, 서울
  2. 매경이코노미 제1595호 2011. 3. 2
  3. 최홍식, 여경목. 1998. 식품 품질관리학. 신광출판사, 26-28, 서울
  4. 한국경제신문 2010 1. 25
  5. Anderson E & Sullivan M. 1993. The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2):125-43 https://doi.org/10.1287/mksc.12.2.125
  6. Bitner MJ. 1990. Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses Journal of Marketing 54(April):69-82 https://doi.org/10.2307/1251871
  7. Chang DS, Chee GJ, Kim SU. 2008. A Study on the Effects of Service Quality of Korean Tofu Restaurants on Customer Satisfaction and Loyalty. Korean Journal of Culinary Research, 14(4):269-282
  8. Chang DS, Chung SS, Kim MS. 2004. A Study on the Causal Model of Service Quality and Customers' Satisfaction and Repurchase Intention of Korean Fast Food Shops. Academy of Management Journal, 33(6):1711-1733
  9. Engel JF & Blackwell RD. 1982. Consumer Behaver, New York;Hotel, Rinehart & Winston
  10. Engel JF, Roger DB, Paul WM. 1995. Consumer Behavior, 8th ed, Oland, FL
  11. Hart CWL, Casserly, GD. 1985. Quality: A Brand-New, Time- Tested Strategy. The Crnell H.R.A. Quarterly, 26(3):52-63 https://doi.org/10.1177/001088048502600316
  12. Hellier JR, Geursen GM, Carr RA, Richard JA. 2003. Customer Repurchase Intention: A Grneral Structural Equation Model. European Journal of Marketing 37(11/12):1762-1800 https://doi.org/10.1108/03090560310495456
  13. Jeong SH. 2009. The Influence of Coffee Shop's Relationship Characteristic Factors on Relationship Quality and Relationship Performance. Doctor's theis. Kyonggi University. Seoul
  14. Johnes P, Jones PA. 1990. Stress: Are you Serving it up to your Restaurant Patrons? The Crnell H.R.A. Quarterly, 31(3):38-43 https://doi.org/10.1177/001088049003100311
  15. Jung JW. 2002. Effects of western culinary quality on customer' values, customer' satisfactions and customer' royalties. Doctor's theis. Daejeon University
  16. Khan MA. 1993. Menu and Menu Planning in Mahmood A. Khan Michael D. Olesen & Turgut Var. eds. VRN's Encyclopedia of Hospitality and Tourism. New York. NY: VNR
  17. Kim DJ, Kim GJ. 2010. A Comparative Study between Product and Service for Process to Form Intent of Repeat. Korean Journal of Hospitality Administration. Vol 19(3):127-147
  18. Kim GJ, Seoung TJ. 2011. A Comparative Study on the Determinants of Customer Satisfaction, Revisit Intention and Word-of-mouth between STARBUCKS and DAVINCI: Focusing on the Transformative SERVQUAL. Korean Journal of Culinary Research, 17(1):12-14
  19. Kim HB, Lee JW, Yun JR. 2007. Impacts of Choice Attributes on Customer Loyalty in the Coffee-Shop Restaurant. Journal of Foodservice Management. 10(4):237-252
  20. Kim JH. 2000. A Study on the Factor Influencing the Customer's Satisfaction in the Golf. Club Graduate School of Policy and Business Management Dankook University
  21. Kim KJ, Cho YB. 2007. The Influences of Service Quality, Product Quality and Price in University Foodservice on Customer Satisfaction. Korean Journal of Culinary Research, 13(3):127-136
  22. Kim SJ, Sin JY, Kim EH. 2004. The Impact of Service Quality on Customer Satisfaction in Food Service Industry Journal of Foodservice Management.7(1):67-82
  23. Kim SS, Lee HS, Lee SB. 2008. Effect of Quality of Five-Star Hotel Restaurant Menu on Intention of Revisit. Korean Journal of Hospitality Administration. Vol 17(6):101-118
  24. Kim ST, Kim YH, Cho YB. 2008. The Effects of Choice Attributes of Seafood Buffet Restauranes on Customer Satisfaction and Revisit Intention, Korean Journal of Culinary Research, 14(3):96-108
  25. Kim WG, Ng CYN, Kim YS. 2009. Influencing of institutional DINESERV on customer satisfaction, return intention, and word of mouth, International Journal of Hospitality Management, 28(1):10-17 https://doi.org/10.1016/j.ijhm.2008.03.005
  26. Kwon YJ, Hong BS. 2006. The Effect of Discount Store Attributes and Clothing Product Evaluation on Store Loyalty. Journal of the Korean Society of Clothing and Textiles, 30(7):1066-1077
  27. Lee AJ, Park DH, Park JW. 2003. Effect of the Service Quality of Foodservice Industry on Customer Satisfaction, Revising Intention, and Oral Transmitting Intention. Korean Journal of Hospitality Administration. Vol 12(1):191-213
  28. Lee SI, Choi SK. 2009. The Effect of Menu Quality of Family Restaurants on Customer Satisfaction, Trust, Revisit Intention. Korean Journal of Marketing Management Association, 15(1):16-29
  29. Lee SI, Ko JY. 2010. The Effects of Physical Environment of Restaurant and Menu Quality on Customer Satisfaction and Revisit Intention. Journal of Foodservice Management. 13(2):7-31
  30. Lindquit JD. 1974. "Meaning of Image: A Survey of Empirical and Hypothetical Evidence," Journal of Retailing, 50(4):29-38
  31. McDougall GH & Levesque TJ. 1994. A revised view of service quality dimensions: An empirical investigation Journal of Professiond Services Marketing 11(1):189-209 https://doi.org/10.1080/15332969.1994.9985149
  32. Min KH. 2010, The Effect of the Menu Quality of Hotel Italian Restaurant on Satisfaction and Revisit Intention. Korean Journal of Culinary Research, 16(1):92-103
  33. Na JK. 1992. A Study on Menu Profitability Analysis. Journal of the Tourism Science Society, 16(0)77-94
  34. Oliver RL. 1980. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research 17(4):460-469 https://doi.org/10.2307/3150499
  35. Oliver RL. 1996. Satisfaction: A Behavioral Perspective on Consumer, New York: McGraw-Hill Co. Inc
  36. Park HH, Jung GO. 2010. A Study on the Influence of Store Attribute and Store Personality on Store Selection: Focusing on the Moderating Effect of Shopping Value and Prior Knowledge. Korean Journal of Marketing Management Association, 15(1):139-166
  37. Son YJ. 2010. The Effect of Consumer Choice Attributes on Customer Satisfaction, Revisit and Word-of-Mouth Intention in a Coffee Shop. Korean Journal of Culinary Research, 16(4):76-93
  38. Swinyard WR, Struman KD. 1986. Market Segmentation Finding the Heart of Your Restaurant Market. The Crnell H.R.A. Quarterly, 27(5):89-96
  39. Westbrook RA, Oliver RL. 1991. The dimensionality conumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(June):84-91 https://doi.org/10.1086/209243
  40. 관세청: http://www.customs.go.kr

Cited by

  1. A Study on the Importance and Satisfaction of Consumers in Selecting a Side Dish at a Coffee Shop vol.29, pp.2, 2013, https://doi.org/10.9724/kfcs.2013.29.2.169