• The Korean Journal of Franchise Management
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• v.15 no.1
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• pp.28-42
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• 2024

Purpose: ESG management of domestic coffee shops is attracting attention as a capability for corporate sustainability. Therefore, customers who use coffee shops are inevitably affected by ESG policies. By properly operating ESG management, companies can ensure that customers perceive and consume their brands positively. This study examines how ESG management of coffee shops affects customers' perceived authenticity, trust, and brand loyalty, and suggests the direction in which domestic coffee shops should move. Research design, data, and methodology: All variables and hypotheses were determined by previous research, and data were collected for two weeks starting May 23, 2023. 229 people with experience using coffee shops participated in a survey conducted through a Google form, and all 229 responses were used in the analysis. Result: The research results are as follows. All domestic coffee shops presented as examples had a positive impact on brand trust and perceived authenticity through ESG management. However, in the case of environment (E), it can be confirmed that it does not directly affect trust, but indirectly affects trust through perceived authenticity. Conclusions: Domestic coffee shops must establish appropriate policies by recognizing customer interests and opinions in order to significantly increase perceived authenticity and trust through ESG strategies.

• Journal of Distribution Science
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• v.15 no.4
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• pp.79-89
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• 2017

Purpose - Previous studies have not paid attention to pride type and effort type when consumers feel pride. In the present paper, the pride was divided into the two types such as hubristic pride and authentic pride. The causes attributed to achieve the goals when consumers achieved their personal goals, which could induce their pride were divided into trait, special effort, and universal effort, gratitude. This research attempted to investigate the mediation role of self-reward deservingness in finding the differences of inclination to indulgent consumption among the traits or special effort, the universal effort, and other's help. Research design, data, and methodology - In the empirical study, 'general flour food restaurants, Kimbabchunkuk, Edya, etc.' and 'VIPS, Outback, Starbucks, etc.' were taken as the two groups of subjects as empirical brand goods since they presented good contrast with each other. The single-factor design between subjects was adopted in this study by classifying the causes attributable to achieving the pre-goals of consumers into 4 categories: one attributable to trait; one attributable to special effort; one attributable to universal effort; one attributable to other's help. Results - The outcomes from the empirical analysis are as followings. First, the consumers who attributed to trait or special effort for achieving their personal goals in advance turned out to show stronger inclination toward direct indulgent consumption than those who attributed to universal effort or other's help for achieving the goals, without regard to self-reward deservingness. Second, those consumers who attributed to special effort for achieving their personal goals in advance revealed stronger inclination toward indulgent consumption with mediation of self-reward deservingness than those who attributed to trait or universal effort. And those who attributed to special effort or trait for achieving the goals revealed stronger inclination toward the consumption with the mediation of the deservingness than those who attributed to other's help. Conclusions - The present study is contributing to the progress of theories concerning hubris pride, authentic pride, and indulgent consumption. Marketing managers should endeavor to find pride type consumers felt according the causes attributed to for achieving important goals in advance, and make an efforts to develop messages that could appeal to the pride type.

• The Journal of the Korea Contents Association
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• v.12 no.7
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• pp.346-357
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• 2012

This study classified the various quality features of coffee shop by Kano model with customers' perspective. Also both satisfaction coefficient and dissatisfaction coefficient are calculated to analyse the relative influence of quality features on customer satisfaction. This study also dragged the potential customer satisfaction improvement index to scrutinize the quality improvement possibility for coffee shops. The analysis results showed that low price, luxurious interior, restfulness of table and chair, usability of wireless internet are belonged to the Attractive quality. On the other hand, cleanliness and hygiene, quality to price are identified as the One-dimensional quality. The current satisfaction level for both 'Caffe Bene' and 'Starbucks' are measured to draw the potential customer satisfaction improvement index. The result showed that low price and quality to price appeared to be the highest in its quality improvement possibility. The findings of this study help understanding the quality features to focus on and strengthening the competitiveness for coffee shops.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.137-146
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• 2017

This study explores the impacts of application attributes of coffee chains on consumer's re-purchase decision-making processes in the context of coffee chains. We posited coffee quality, service quality, and physical environment as key service attributes of coffee chains and personalization, usefulness, economy, and convenience as key application attributes. The moderating effect of application attributes on the relationship between consumer satisfaction and repurchase intention was investigated. The theoretical framework was tested based on 382 consumers who frequently visit coffee chains and install their applications. PLS method was used to analysis the hypotheses. The theoretical model accounts for 48.1% of variance in customer satisfaction and 41.6% of variance in repurchase intention. The analysis results showed that personalization and convenience play an moderating effect on consumer's repurchase decision-making processes. Coffee quality and physical environment were found to have significant effects on customer satisfaction, while service quality does not significantly influence consumer satisfaction. Brand image has a significant effect on customer satisfaction and repurchase intention.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.115-123
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• 2018

This study explores unified service experience to boost O2O services. Previous studies on service management and marketing only focused on customer experience in offline stores, while prior works on information systems looked only at the experience of services in mobile applications. In this vein, this study took into accounts the characteristics of offline stores and the benefits of their mobile applications. Moreover, the final dependent variable was share of wallet to measure customer's expenditure within the category. The theoretical model was tested based on 219 consumers who frequently visit Starbucks and use its mobile application. PLS method was applied to analysis the research model and hypotheses. The analysis results showed that customer satisfaction about offline store is not significantly related to share of wallet, while satisfaction about mobile application plays a significant role in enhancing share of wallet. Hedonic and social benefits were found to have significant effects on satisfaction about mobile application. The analysis results help establish service marketing and strategies to enhance the unified customer experience of O2O service.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.30-41
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• 2011

This study investigates coffee consumers' perceptions of coffee shops, using the Importance-Performance Analysis and the Fishbein Attitude Model approach. A survey was carried out in coffee shops(2010, 12/6~12/20), and 175 out of 200 copies of questionnaire were returned from the coffee shops. After excluding 27 unusable cases which had an unacceptable level of missing data, 148 cases were used for analysis. The IPA showed that an attractive facade, toilet cleanliness, coffee freshness, coffee taste were included in the area of maintaining good results while coffee price was in the area of concentrating efforts, which coffee shop managers should improve. Also, the analysis using the Fishbein attitude model showed that coffee taste, an attractive facade, toilet cleanliness, and coffee freshness were in order of importance, and Starbucks, Angelinus, Caffebene, and Pascucci are in order of brand preference. Although this study has some limitations(such as self-report, common method bias), it shows significant implications to coffee shop managers.

• The Korean Journal of Franchise Management
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• v.4 no.1
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• pp.25-53
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• 2013

The coffee shop market in Korea has been rapidly increased in quantitative terms over 10 years since the time when Starbucks opened their first shop in 1999. In recent years, the mature market characteristics that the serious competition of the coffee shop brands make the difference in taste or service reduce has been shown in that market. It's important to build the differentiated brand image for the differentiation of products and services and obtaining a price premium in serious competitive mature market. This study presented practical implications based on the results of empirical analysis of current positioning using 'Store Personality Scale.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2021.10a
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• pp.609-612
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• 2021

Government agencies and companies are establishing and promoting digital transformation strategies in various industrial fields, and are leading the era of the 4th industrial revolution through successful technological innovation. In this time of change, we can see many stories of global companies Nike and Starbucks as successful examples of digital transformation. These two companies are showing successful results through digital transformation. Domestic companies are also conducting digital innovation based on mobile, cloud, IoT, artificial intelligence, and AR/VR technologies, and are establishing RPA (Robotic Process Automation) processes for high efficiency and high productivity. In this paper, we introduce the 3D digital twin space construction automation process technique using data from the entire construction cycle of design, construction, and maintenance of the construction industry, and look into the digital transformation strategy of the construction industry in the future.

• Asia pacific journal of information systems
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• v.22 no.3
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• pp.1-27
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• 2012

Many companies have recently become interested in using social networking sites such as Twitter and Facebook as a new channel to communicate with their customers. For example, companies often offer "special deals" (e.g., coupons, discounts, free samples, etc.) to their customers who participate in promotions or events on social networking sites. Companies often make important announcements on their products or services on social networking sites. By doing so, customers are encouraged to continue to have relationships with companies on social networking sites and to recommend the companies' presence on social networking sites to other potential customers. Moreover, customers who keep close relationships with companies on social networking sites often provide the companies with valuable suggestions and feedback. For instance, Starbucks has more than 2 million followers on Twitter, and often receive suggestions and feedback for their product offerings and services from the followers on Twitter. Although companies realize potential benefits of using social networking sites as a channel to communicate with their customers, it appears that many companies have difficulty forging long-lasting relationships with customers on social networking sites. It is often reported that many customers who had followed companies on Twitter later stopped following them for various reasons. Therefore, it is an important issue to understand what motivates customers to continue to keep relationships with companies on social networking sites. Nonetheless, due attention has yet paid to this issue until recently. This study intends to contribute to our understanding on customers' intention to continue to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Specifically, we identify seven potential factors that customers perceive as important in evaluating their experience with companies on Twitter. The seven factors include similarity, receptivity, interactivity, ubiquitous connectivity, enjoyment, usefulness and transparency. We posit that the seven perception factors can affect the two types of satisfaction, emotional and cognitive, which can in turn influence on customers' intention to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Research hypotheses formulated in this study were tested with data collected from a questionnaire survey administered to customers who had been following companies on Twitter. The data was analyzed with the partial least square (PLS) approach to structural equation modeling. The results of data analysis based on 177 usable responses were generally supportive of our predictions for the effects of the seven factors identified and the two types of satisfaction. In particular, out results suggest that emotional satisfaction was strongly influenced by perceived similarity, perceived receptivity, perceived enjoyment, and perceived transparency. Cognitive satisfaction was significantly influenced by perceived similarity, perceived interactivity, perceived enjoyment, and perceived transparency. While cognitive satisfaction was found to have significant and positive effects on both continued following and word-of-mouth intentions, emotional satisfaction had a significant and positive effect only on word-of-mouth intention.

• Journal of Korean Living Environment System
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• v.24 no.5
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• pp.654-664
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• 2017

The use of environmentally friendly finishing materials allows us to create a space where we can feel nature and to have stability and peace in the city center. In this paper, we examined the sensitivity of people to the three café spaces where wooden finishing materials are used in the space elements that change according to people's demands for environmentally friendly space due to pollution of living environment. First, we examined the wood and finishing materials and emotional vocabulary through literature review and previous research. Second, the values of L ^*, a ^*, b^* and sR, sG and sB values were extracted by using a line spectrophotometer (Ci6X). Third, we conducted a 7 - point scale questionnaire based on the extracted 13 pairs of emotional vocabulary. Using SPSS 21, frequency analysis by descriptive statistics, crossover analysis by visiting purpose and intention, and emotional lexical factor analysis were performed. Through the study, the following points were found. First, CB (The Coffee Bean), SB (Starbucks) and HS (Hollys Coffee) showed differences in CB (65%), SB (40%) and HS (37%) in the spatial analysis. Second, CB gave color similar to the color of wall and furniture wood, but HS changed the color or brightness of wood finishing color of furniture. HS or SB showed favorable use of wood color scheme. Third, SB (26.3%) and HS (19.7%) were selected by taste. Fourth, there were differences in the items of CB, 'local-exotic' and SB 'dark-bright' in the factor value. The use of wood finishing materials differed in the atmosphere evaluation depending on the spatial factors and the color of the furniture. However, in this study, there are many factors that are insufficient in the accuracy of the ratio of the applied wood finishing material to the space element and the amount of the survey. If we further study the evaluation of emotional image according to the ratio of wood finishing materials, we think that it is necessary to study now that interest in environmentally friendly is increasing.