• Journal of the Korean Society of Food Culture
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• v.27 no.2
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• pp.184-192
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• 2012

The purpose of this study was to analyze the general characteristics of coffee house consumers as well as the importance and satisfaction of selection attributes of specialty coffee houses according to length of coffee education period. Applicants in the Gwangju and Jeonnam area who had finished their Barista 2 grade certificate examination participated in a survey on March 12, 2011. Further, university students living in Gwangju participated as subjects who had never experienced coffee education from March 15 to March 31, 2011. Two-hundred and one subjects participated in the survey, and 184 questionnaires were used for analysis. Regardless of coffee education experience, quality of coffee was important, but higher educated subjects showed the lowest satisfaction of coffee from a coffee house (p<0.01) in terms of attributes such as freshness of coffee beans (p<0.01) and overall taste (p<0.01). Further, subjects who received no or little education demonstrated high correlation between importance/satisfaction of 'brand' and 'employee' compared to subjects who studied more than 2 semesters. These results provide future coffee house entrepreneurs and baristas with market information and marketing strategies for understanding customers' coffee house selection attributes.

• KIEAE Journal
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• v.11 no.6
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• pp.53-62
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• 2011

This study aimed at suggesting improvement of lighting environment of the coffee house using study place. To this end, a series of field investigation was conducted in four possible target coffee houses around university. The field measurement included measurement of general illuminance and tabletop illuminance, observing illumination condition, and status of artificial lighting. Also, on-site questionnaire survey was administrated to 80 users of field measurement targets about using characteristics of coffee house and user's subjective response on light environment. The results are summarized as follows: (1) According to questionnaire survey, most of users checked 'learning (study and reading)' in 'purpose of coffee house using', and 'slightly dark' was checked most in each subjective response (brightness on general space and on tabletop at daytime/night); (2) as results of measurements on general illuminance and on tabletop illuminance during daytime, only one coffee house was suitable for standard; (3) as results of measurements on illuminance during night, all target coffee houses were not met the standard; (4) as results of uniformity ratios, almost uniformities of general illuminance were not met the standard except one case. The common problems of lighting environment of coffee house were analyzed as lack of daylight illumination e.g. having low amount of sunshine from skylight, un-uniformity of insolation by floor plan and absence of window blind, and un-uniformity of artificial luminous intensity e.g. lack of the number or brightness of artificial lighting, using the indirect lighting, using only local lighting, and non-uniform arrangement of artificial lighting.

• Journal of the Korean Society of Food Culture
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• v.22 no.6
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• pp.748-756
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• 2007

The purposes of this study were to analyze importance and performance for coffee quality attributes based on customers according to their consumption types; and provided ideas and marketing strategies to increase sales through IPAs (Importance-Performance Analysis). University students in Incheon were conducted a survey from March 13, 2007 to March 31, 2007. As for a quality attribute with the highest importance, the survey showed 'price' was important for ${\ulcorner}$vending machine coffee${\lrcorner}$, and 'taste' was important for ${\ulcorner}$commercial coffee${\lrcorner}$, and ${\ulcorner}$coffee house coffee${\lrcorner}$. And 'thirst relief' was found to have the lowest importance for three types of coffee. As for a quality attributes with the highest performance, the survey showed 'taste' was important for ${\ulcorner}$coffee house coffee${\lrcorner}$ 'price' was important for ${\ulcorner}$vending machine coffee${\lrcorner}$; and 'period of circulation' was important for ${\ulcorner}$commercial coffee${\lrcorner}$. IPA results for coffee quality attributes also showed quality attributes that should be improved quickly for each type of coffee: 'hygiene', 'safety', 'period of circulation', and 'package' were for ${\ulcorner}$vending machine coffee${\lrcorner}$; 'price' and 'freshness' were for ${\ulcorner}$commercial coffee${\lrcorner}$; and 'price' and 'period of circulation' were for ${\ulcorner}$coffee house coffee${\lrcorner}$.

• Korean Journal of Community Nutrition
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• v.17 no.4
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• pp.494-503
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• 2012

The purpose of this study was to examine the effect of sustainability management (SM) at coffee houses on customers' store image and behavioral intention. In addition, customers' willingness to pay a premium for sustainable coffee houses was studied. During October 2011, a web survey was conducted via an on-line research company with customers aged 20 to 39 visiting one of the top five coffee houses in Korea at least once a month. A total of 300 targeted customers responded and all the data were analyzed. An exploratory factor analysis derived two dimensions of SM: SM in Social and Environmental Perspective and SM in Economic Perspective. The result of structural equation modeling indicated that SM in Economic Perspective at coffee houses had a significant positive effect on customers' behavioral intention with mediating effect by store image, but SM in Social and Environmental Perspective did not have such effect. Approximately one-third (31%) of the respondents were willing to pay a premium for a sustainable coffee house in a scenario. approximately 84% of the respondents unwilling to pay a premium for the sustainable coffee house chose the cost-related reasons including "Coffee price at the coffee house that they most often visit is already expensive (62.3%)" for such unwillingness. The results of this study showed that SM of coffee houses, especially that in Economic Perspective, could contribute to store image, and therefore increase customers' favorable behavioral intention, although the additional cost resulted from such SM practices might not be easily accommodated by customers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.3
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• pp.147-159
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• 2015

One of the most important factors for the consumers to select a coffee shop is a visual factor. The analysis results of interior pale face image of the coffee house doesn't show significant differences on all the categories. It is recognized that the items affected by symbolized color are supplies and interior design. If a respondent choose a coffee house by the symbolized color, 'Starbucks' is the most memorable or want to visit place, and only one category, pocket money shows significant difference in choosing coffee houses. The investigation results say that the most memorable or want to visit coffee house by the visual icon color are 'Starbucks', 'Angelinus' and 'Caffebene', and that 'Ediya's icon color marks the characteristics of the shop very well, and 'Hollys' has the most characterful color. Resultingly, visual elements and icon colors of the shop seriously affect consumer's choice in visiting a coffee house. This study is to understand the influence of visual elements in choosing a coffee house for general customers, and it is considered that the importance of visual elements and color marketing must be recognized and developed.

• Culinary science and hospitality research
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• v.12 no.4 s.31
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• pp.1-17
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• 2006

The purpose of this study was to find out the impact of a selection attribute on customer satisfaction and customer loyalty in the coffee house industry. Through the preceding research, author chose coffee quality, price value, interior and employee service quality as selection attributes as well as customer loyalty as intent to recommend and to revisit. For this study, data were collected from the pedestrians around Kangnam, Samsung, Seoul national university of education subway stations from July 12 to August 4, 2005. Questionnaires were distributed and, of 314 papers, only 300 were suitable for the statistical analysis. The findings of the research were as follows: First, four selections had an effect on customer satisfaction which influenced customer loyalty. Coffee quality was the most influential variable among the selection attributes, and came price value, and interior and employee service quality in that order. Second, intent to revisit was influenced directly by not only customer satisfaction but also intent to recommend. However, this study had such limitations that data used in this study were limited to relatively narrow area and four attributes were not enough to explain all situations of choosing coffee houses. Consequently, further studies are needed to include more variables and coffee houses' brand images.

• Korean Journal of Community Nutrition
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• v.16 no.4
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• pp.511-524
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• 2011

The purposes of this study was to investigate importance and performance for coffee quality attributes in Korean and Chinese university students by 3 types of coffee; coffee in coffee houses, coffee in vending machines and canned/bottled coffee. Survey was done for 360 students in Daejeon with developed questionnaires including general information, favorite type of coffee and 15 quality attributes of coffee. Finally, data from 168 Korean and 126 Chinese university students was used for statistical analysis by SPSS 18.0 package program. Results of this study were as follows: for favorite type of coffee, the rates of coffee in coffee houses, coffee in vending machines and canned/bottled coffee were 43.0% 34.8% and 22.2% in Korean students and 8.7%, 78.0%, and 12.2% in Chinese students, respectively. Comparing Chinese students and Korean students showed higher importance for several quality attributes of coffee in coffee house (p < 0.05), but lower importance for most quality-attributes of coffee in vending machine (p < 0.05) and canned/bottled coffee (p < 0.05). According to importance and performance analysis, strategies for increasing satisfaction were to improve 'price' of canned/bottled coffee in Korean students, and 'taste', 'volume', 'concentration' and 'variety' of canned/bottled coffee and 'freshness' of coffee in vending machine in Chinese students. These results suggested that differentiated marketing plans between Korean and Chinese university students should be needed in coffee industry.

• Korean Institute of Interior Design Journal
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• v.20 no.4
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• pp.118-125
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• 2011

Despite the recent economic depression, the beverage industry is becoming as big as the bakery industry, reaching 3 trillion in scale. With the national income exceeding twenty thousand dollars, the consumption of coffee has greatly risen, of which professionals say that the coffee craze is only in the beginning stage. With this growth, the number of coffee shops is also increasing, and in order to increase competitiveness and to secure profit in the market economy, design marketing is being perceived as a very important factor. By examining domestic coffee shops and their space design, and deducting their marketing strategies and expressive elements of space design through SWOT analysis and 4P analysis, this research aims to analyze domestic coffee houses and their marketing strategies by case studies. This research shows how important expressive elements are through comparison of the various expressive elements of space design used in the individual types of coffee houses. Future research might investigate in depth about each element and their adequateness for the space types.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.5
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• pp.2198-2206
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• 2013

Coffee houses' key factors to succeed in the market are not only a basic element -the taste of coffees- but also brand image, satisfaction and consumer fidelity that food service industries take into account overall. The goal of this study is to find out the relations among brand image, brand attitude and fidelity. To this end, coffee was selected among other products due to its characteristic that the difference of its quality between brands is not very noticeable. Through an analysis of each coffee house's brand image in this saturated coffee market, the influence of brand image on consumers' preference was found out. In this process, not only a strategy for each coffee house's growth and development but also the relations between brand image, brand attitude and brand fidelity would be researched, resulting in a creation of more systematic strategies.

• Korean Journal of Community Nutrition
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• v.16 no.6
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• pp.782-793
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• 2011

The purposes of this study were to classify university students by their lifestyle and to investigate the relationships between lifestyle and coffee satisfaction. The survey had been undertaken for 360 Korean and Chinese university students in Daejeon from November to December 2009. A total of 242 usable questionnaires were received with 67.2% response rate. The statistical analysis was performed by the SPSS 18.0 package program. Lifestyles of subjects, based on AIO (Activities, Interests, Opinions) method and factor analysis, were segmented into 2 groups of "outgoing activity" (n = 137) and "introverted devotion" (n = 105). "Outgoing activity" group exhibited highly health-oriented (p < 0.001) and convenience-oriented (p < 0.001) characteristics, but "introverted devotion" group showed highly goal-oriented (p < 0.01) and safety-oriented (p < 0.01) features. Comparing to "introverted devotion" group, "outgoing activity" group showed higher intake of coffee (p < 0.01) and more expense for beverage (p < 0.01). Three factors were extracted from 15 coffee quality attributes by factor analysis; "fundamentals", "supplement" and "inducement". These factors were positively correlated with coffee satisfaction according to lifestyle groups (p < 0.01). For "outgoing activity" group, 'fundamentals' was independent factor for satisfaction on coffee in coffee house (${\beta}$ = 0.268, p < 0.05) and canned or bottled coffee (${\beta}$ = 0.314, p < 0.01), and "supplement" was independent factor for satisfaction on coffee in vending machine (${\beta}$ = 0.235, p < 0.05). For "introverted devotion" group, "inducement" was independent factor for satisfaction on coffee in vending machine (${\beta}$ = 0.238, p < 0.001). These results provide an understanding for lifestyles of coffee consumers and give an insight into differentiated marketing plans for coffee industry.