• 유통과학연구
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• 제15권6호
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• pp.47-56
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• 2017

Purpose - The purpose of this study is to examine the viability of imitation strategy. Imitation strategy is one of the strategic options that a late mover can choose, and by selecting the strategy, the company imitates key elements of the business model of first movers, and modifies them to suit its conditions. The author attempted to explain how the elements of first mover's business models were creatively adapted to suit the conditions of late movers so that they can secure market position face-to-face market leaders. Research design, data, and methodology - For the purpose of the study, Korean coffee franchise industry was selected to compare the strategies of first and late movers and to discuss imitation strategy in detail. The author conducted in-depth case study of first mover and business model innovator Starbucks and Ediya Coffee, one of their imitators. The paper examines how Ediya has imitated and modified the business model of Starbucks to secure its unique competitive position in domestic market by using value chain and generic strategy analysis. Results - Starbucks and Ediya were compared in terms of their interior design, the price level of beverages, the variety of side dishes, and shop locations. Starbucks have invested interior design heavily to shops, offered diverse beverages and side dishes with relatively high price, the shops are located in central areas, whereas Ediya has concentrated on achieving cost leadership in all value activities as maintaining the quality of key products. Ediya succeeded in achieving best-provider strategy, in which it enjoys both cost leadership and differentiation advantages, largely by the strategic alliance with the biggest coffee manufacturer, Dongsuh Foods in Korea. Conclusions - Though Ediya is the imitator of Starbucks, it has modified Starbucks business models and succeeded in providing the 'third place' experience for budget-minded customers. Ediya has also succeeded in benefiting its franchisees by lowering costs and simplifying the various tasks of coffee shop management. Due to these factors, Ediya could become one of the largest number shops as the coffee franchise in Korea.

• Asia Marketing Journal
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• 제14권3호
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• pp.185-197
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• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.

• 한국조리학회지
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• 제15권3호
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• pp.271-283
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• 2009

본 연구의 목적은 수요자 관점의 커피 전문점 종사원을 위한 교육 프로그램은 어떤 교과목을 이수해야 하는지 알아보고자 현재 커피 관련 교과목을 개설한 대학의 외식경영, 외식 서비스, 커피 교과목에 대한 중요도와 수행도를 분석하는데 있다. 분석방법은 빈도분석과 T-test, IPA 분석을 실시하였다. 연구 결과는 첫째, 커피 관련 교과목에 대한 중요도와 수행도는 전체적으로 커피 전문점 종사원들이 인식하는 교육 교과목은 중요도 보다 수행도가 낮게 나타났다. 그 중에서 원가관리와 커피학 이론에서 큰 차이가 있는 것으로 나타났다. 둘째, 교육 교과목의 중요도와 수행도의 IPA 분석에서는 I사분면은 약점 항목으로 원가 관리, 외식마케팅, 커피학 이론 과목이 해당이 된다. II 사분면은 유지 항목으로 외식 서비스, 커피 추출 실습, 에스프레소, 카페라테와 카푸치노, 라떼아트 과목이 해당된다. III사분면은 필요성이 결여되는 과목들로 외식경영, 외식 프렌차이즈, 서비스 실무 영어, 커피 로스팅 과목이 해당된다. IV사분면은 중요도는 낮으나 수행도가 높은 과목들로 산업체 현장 실습 과목이 해당된다. 연구의 한계점으로는 선행 연구의 부족으로 인하여 커피 전문점 종사원의 특징적인 요소를 반영하지 못하였으며, 설문지역을 수도권으로 한정하였기 때문에 표본이 전체 커피 전문점을 대표했다고 할 수가 없다고 생각된다.

• 한국프랜차이즈경영연구
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• 제11권1호
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• pp.19-29
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• 2020

Purpose - To understand the assessment basis of customers' coffee shop experience and give more practical advices to the franchised coffee shops which are poorly managed in the competitive market, this study identified factors to measure the quality of customer experience and explored the relationship between these factors and customer satisfaction and loyalty. Further, this study analyzed which role self-efficacy played in the structural relationship between the quality assessment factors, satisfaction and loyalty of franchised coffee shops. Research design, data, methodology - The data were collected from respondents who had visited franchised coffee shops within the previous month through online survey. The questionnaires were surveyed from February 11 to February 14, 2019. A total of 318 responses were collected after excluding four of incomplete or uncandid responses. A structural equation modeling approach was used to examine the proposed hypothesis and a confirmatory factor analysis was employed to verify the four dimensions of quality assessment. Results - The findings of this study are as follows. First, the three of quality assessment variables significantly influenced on satisfaction except environmental quality. Second, economic and service quality significantly influenced on self-efficacy but environmental and menu quality didn't. Third, satisfaction significantly influenced on loyalty but not on self-efficacy. Fourth, self-efficacy significantly influenced on Loyalty. Conclusions - This study identified the four dimensions to assess the franchised coffee shop service - menu, environment, service and economic quality and verified these four dimensions are valid as indicators to measure the quality of customers' coffee shop experience. Further, by empirically testing the structural relationships among these quality assessment dimensions, satisfaction, self-efficacy and loyalty, this study provided theoretical foundations to explore the relationship between customer and the franchised stores in restaurant businesses. For the industry, the study findings showed that customers highly appreciated menu and economic quality of the service rather than the stores' interior. This indicate that the franchised coffee shops need to focus more on the basics of coffee such as taste and menu variety and economic value than the decoration of the store, which are often over-invested nowadays.

• 한국프랜차이즈경영연구
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• 제6권2호
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• pp.1-16
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• 2015

The purpose of this study was to examine the structural relationships among consumer's values(individualism and collectivism), attitude, subjective norms, and visit intention using reasoned action theory(RAT). The data were collected from 12 5 customers who visited coffee shops in Seoul and Kyonggi and were analyzed using structural equation modeling with SPSS and AMOS The result of the overall model analysis appeared as follows: χ2=11.347, df=2, p=0.003, GF I=0.966, NF I=0.946, CF I=0.954, RMR=0.05 The findings are as follows: First, collectivism had a positive influence on attitudes and subjective norms. Second, Individualism had a significant positive influence on attitude toward coffee shops, but not on subjective norms. Third, both attitude and subjective norm had positive effects on visit intention.

• 한국조리학회지
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• 제21권6호
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• pp.312-330
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• 2015

기호식품인 커피에 대한 선호가 높아짐에 따라 국내 커피시장이 빠르게 성장하고 있고, 커피 프랜차이즈들 간의 경쟁이 치열해짐에 따라 수익성은 약화되고 있다. 글로벌 기업이나 대기업 브랜드의 커피 프랜차이즈 매장들이 전국 커피시장의 상당 부분을 점유하고 있는 상황에서 대구광역시의 지역 자생 커피 프랜차이즈와 개인 커피전문점들은 대형 커피 프랜차이즈를 상대로 대등한 시장 점유율을 보이고 있다. 이는 타 지역에서 나타나지 않는 독특한 현상으로, 대구의 지역 자생 커피 프랜차이즈와 개인 커피전문점의 성장 원인에 대한 분석이 필요하다. 본 연구에서는 대구광역시의 대형 커피 프랜차이즈와 지역 자생 커피 프랜차이즈, 개인 커피전문점을 이용한 고객들을 대상으로 지역 자생 커피 프랜차이즈와 개인 커피전문점을 선택하게 된 이유(선택 속성)를 규명하는데 목적이 있다. 대형 커피 프랜차이즈와 비교하였을 때 지역 자생 커피 프랜차이즈와 개인 커피전문점이 갖는 가장 차별화되고 비교 우위에 있는 속성은 음료의 가격과 양으로 나타났다. 이는 지역 자생 커피 프랜차이즈와 개인 커피전문점들이 전국 커피 프랜차이즈 음료의 비싼 가격과 적은 양에 대한 소비자의 불만을 파악하여, 가격은 낮추되 양을 늘려 제공하는 현실적 대응 방안을 보여준다. 즉, 지역 자생 커피 프랜차이즈와 개인 커피전문점들이 대형 커피 프랜차이즈에 대해 경쟁력을 갖는 이유는 소비자들의 니즈에 반응하고 필요한 선택 속성을 제공한 것으로 해석된다.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2005년도 춘계학술발표대회 논문집
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• pp.126-131
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• 2005

As our domestic Espresso Coffee Shops are in pursuit of professionalization and various coffee tastes, their sales will have been on increase. Now coffee market is getting more mature. Reflecting sensitivity of 20 to 30 generations, the domestic coffee shops provide them with best space for rest and conversation with stream of industralization and professionalization of the contemporary society. Based on such a situation, our research institute aims at studying how the interior designs put influence on marketing. Among the domestic franchise coffee shops, we will have researched Rosebud, Starbugs, Davinci which have more 50 chain stores throughout the country, This study aims to suggest a direction for interior design of brand coffee shop by analyzing brand coffee shops and style that customers prefer.

• 한국프랜차이즈경영연구
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• 제6권1호
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• pp.69-90
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• 2015

This study aims to provide managerial implications considering strategic priorities for maintaining existing customers and attracting new customers in extremely competitive coffee franchise market. In particular, this study is differentiated from other previous studies as it attempted to examine both direct and indirect impact relations among self-congruity, functional congruity, perceived value(utilitarian/hedonic value), and attitude. Also, this study shows the relative impact of utilitarian value and hedonic value on attitude. The results show that self-congruity has positive effects on functional congruity and value (hedonic and utilitarian value), while functional congruity has positive effects on utilitarian value, hedonic value, and attitude. Moreover, self-congruity has indirect effects on attitude through functional congruity and value. The findings also indicate that hedonic value has relatively higher impact on attitude than utilitarian value does. At the end of the paper, managerial implications and limitations were suggested.

• 한국프랜차이즈경영연구
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• 제12권4호
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• pp.13-23
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• 2021

Purpose: This study aimed to derive clues for the franchise industry to overcome difficulties such as various legal regulations and social responsibility demands and to continuously develop by analyzing the research trends related to franchises published in Korea. Research design, data and methodology: As a result of searching for 'franchise' in ScienceON, abstracts were collected from papers published in domestic academic journals from 1994 to June 2021. Keywords were extracted from the abstracts of 1,110 valid papers, and after preprocessing, keyword analysis, TF-IDF analysis, and topic modeling using LDA algorithm, along with trend analysis of the top 20 words in TF-IDF by year group was carried out using the R-package. Results: As a result of keyword analysis, it was found that businesses and brands were the subjects of research related to franchises, and interest in service and satisfaction was considerable, and food and coffee were prominently studied as industries. As a result of TF-IDF calculation, it was found that brand, satisfaction, franchisor, and coffee were ranked at the top. As a result of LDA-based topic modeling, a total of 12 topics including "growth strategy" were derived and visualized with LDAvis. On the other hand, the areas of Topic 1 (growth strategy) and Topic 9 (organizational culture), Topic 4 (consumption experience) and Topic 6 (contribution and loyalty), Topic 7 (brand image) and Topic 10 (commercial area) overlap significantly. Finally, the trend analysis results for the top 20 keywords with high TF-IDF showed that 10 keywords such as quality, brand, food, and trust would be more utilized overall. Conclusions: Through the results of this study, the direction of interest in the franchise industry was confirmed, and it was found that it was necessary to find a clue for continuous growth through research in more diverse fields. And it was also considered an important finding to suggest a technique that can supplement the problems of topic trend analysis. Therefore, the results of this study show that researchers will gain significant insights from the perspectives related to the selection of research topics, and practitioners from the perspectives related to future franchise changes.

• 한국조리학회지
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• 제20권2호
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• pp.232-245
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• 2014

본 연구의 목적은 소매 비즈니스 환경에서 서비스 스케이프가 소비자의 태도에 미치는 영향을 확인하기 위해 수행되었다. 이를 위해 본 연구와 관련 연구를 토대로 프랜차이즈 커피전문점의 서비스 스케이프가 소비자의 인지적, 정서적, 행동 의욕적 태도(즉, 브랜드 이미지, 고객 만족도, 재방문 의도)에 미치는 영향을 탐구하는 모델을 제안하였다. 자료 수집은 대구를 포함한 경북 2개 도시의 성인 거주자를 대상으로 하였다. 수집된 자료의 분석을 위해 기술통계분석, 요인분석, 다중회귀분석을 활용하였다. 연구결과는 첫째, 프랜차이즈 커피전문점의 서비스 스케이프가 소비자의 인지적, 정서적, 행동 의욕적 태도에 영향을 미치는 것으로 나타났다. 둘째, 서비스 스케이프가 정서적 태도 즉 고객 만족에 미치는 영향력이 소비자 태도의 세 가지 유형 중 가장 높게 나타났다. 연구 결과를 바탕으로 프랜차이즈 커피전문점의 서비스 스케이프를 활용한 마케팅적 시사점을 제시하였다.