• Journal of the Korean Society of Food Culture
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• 제28권5호
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• pp.473-479
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• 2013

This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (${\beta}$=0.429) and "reliability" (${\beta}$=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (${\beta}$=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.

• Journal of the Economic Geographical Society of Korea
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• 제20권4호
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• pp.503-521
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• 2017

Demands in a sustainable coffee certification program have increased steadily in the global coffee market. Along with this trend, recently the introduction of sustainable coffee certification programs in Vietnam has increased significantly. However, Vietnam's the coffee certification programs led by a single state-owned company, which is called Vinacafe, shows some differentiations from other sustainable coffee programs certified in other countries. The structure of exclusive decision-making in Vinacafe has been interfered with economic impacts in accordance with the introduction of sustainable coffee certification programs in Vietnam. Therefore, the purpose of this paper is to identify changes in and limits of the value chain of the coffee industry with the introduction of Vietnam's sustainable coffee certification program by investigating the case of Vinacafe. To this end, the research has attempted 1) to concern with the role of Vinacafe in the process of growth in the coffee industry in central highland of Vietnam, 2) to analyze changes stemmed from the introduction of Vinacafe's sustainable coffee certification programs, and 3) to examine the limits to the introduction of sustainable coffee certification programs in Vietnam. As a result, it found out that Vinacafe subsidiaries shifted the losses resulted in the payment of additional environmental costs to produce sustainable certification coffee onto coffee farmers depended on Vinacafe subsidiaries, because the price of premium emerged from supports for certificated coffee production has not been guaranteed by Vinacafe mother firm.

• Journal of Digital Contents Society
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• 제13권3호
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• pp.359-371
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• 2012

The coffee market has been rapidly growing up recently as well as the coffee industry which makes the number of educational institutions increasing in Korea. On the other hand, the classes lean too much on the practical exercise so the coffee education is urgently needed to define precisely and systematize academically. This study is accomplished on the basis of the teachers and students requirement analysis. The features that sets this study apart from the existing educational digital media is that the definite teaching-learning methods and teaching strategies were developed first. Furthermore, the physical and chemical phenomenon of coffee brewing were simulated by 3D animation software based on the visual languages. The general process of this media production was composed by the mutual relationship of the teacher's needs, educationist's strategies and media producer. After applying the digital media to students in the lesson of coffee science theory it was effective to increase their concentrativeness, interesting and learning motive. This media is also receiving the positive evaluation by the teachers to help the students in understanding the coffee science.

• Journal of the Korean Society of Food Culture
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• 제4권3호
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• pp.257-264
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• 1989

This study was conducted to develop the Korean traditional tea and investigate the effects of Shan-shu-yu, Gugiga, Ginseng, Younggi and coffee on the hematology of rat. Gugiga, Shan-shu-yu, Younggi and Ginseng tea were adimistrated 3g/day/rat with feeding, respectively. Coffee was adminstrated 1.8g/day/rat. The mixing ratio of mixed tea were 1:1 (w/w). According to the feeding days (10, 20, 30), enzyme activities and chemical components in serum and change in whole blood were determined. 1. The activities of s-GOT and s-GPT of rat administrated Shan-shu-yu, Young-gi, Gugiga, Ginseng and their mixed tea were increased at the normal ranges, and coffee and it's mixed tea were significantly increased other, group (p<0.05). 2. In coffee and it's mixture groups, the content of s-glucose and s-cholesterol were remarkably increased (p<0.05), but in others (except coffee additive group) were decreased than coffee and it's mixture groups. 3. In all groups (except coffee addivite groups), the range of WBC, RBC, Ht and Hb was 7.30-8.00 $({\times}10^3/mm^3)$, 8.18-9.00 ($({\times}10^6/mm^3)$, 50-60 (%) and 16.10-17.40 (g/d), respectively and in strict coffee group, the level of WBC, RBC, Ht and Hb was $8.90{\pm}0.40$, $8.10{\pm}0.37$, $49{\pm}0.38$ and $14.90{\pm}0.44$ (p<0.05), respectively.

• Journal of Digital Convergence
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• 제15권3호
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• pp.87-98
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• 2017

As the market for coffee chains becomes fierce, it is important for coffee chains to establish an enduring relationship with customers and encourage them to revisit their stores. Thus, it becomes important to understand consumers' repurchase decision-making mechanisms in the context of coffee chains. Customer satisfaction, perceived switching costs, and regret were considered as the main factors of customers' repurchase intentions. Especially, the effect of regret experience of coffee chains on consumers' repurchase decision was examined. In addition, coffee quality, physical environment quality, service encounters performance, and brand trust were considered as attributes of coffee shop selection, and their effects on customer satisfaction and perceived switching cost were investigated. The results of the study showed that customer satisfaction and perceived switching costs had a positive effect on repurchase intention, while regret had a negative effect on repurchase intention. Coffee quality and physical environmental quality had no significant effect on customer satisfaction and perceived conversion cost. Service encounter performance had a significant impact on perceived switching costs alone. Brand trust had a significant impact on both customer satisfaction and perceived switching cost.

• Journal of the Economic Geographical Society of Korea
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• 제16권3호
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• pp.372-388
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• 2013

A series of coffee middlemen has come to be regarded as an exploitative force in the lives of small and poor coffee farmers, which is called 'coyote', controlling production, paying unfair prices for labor and goods, and participating in fraudulent practices to maximize their own profits. However, the reality of gains captured by coffee middlemen in the value chain might be exaggerated and even unfair. Therefore, the main aim of this paper is to reconsider the implication of coffee middlemen for the development of coffee value chain in Vietnam. It also attempts to identify their characteristics by investigating relations among coffee farmers, middlemen and processing/exporting firms. In terms of middlemen's margin in the coffee sub-sector, their margin is quite small when compared to other actors higher in the value chain. Rather, coffee middlemen in Vietnam have played a critical role as an intermediary of change in local economies. More specifically, coffee middlemen in Dak Lak has played a significant role as a market facilitator by stimulating the access of farmers to markets by providing buyers for farmers thanks to changes in institutional environment. Also, they have played a critical role as an agent of sustainable coffee production by encouraging sustainable coffee production in accordance with the demand of processing and exporting firms.

• Journal of dental hygiene science
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• 제23권3호
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• pp.236-244
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• 2023

Background: The size of the tooth whitening market and toothpaste market is increasing worldwide. The purpose of this in vitro study is to confirm and compare the coffee stain removal effects of commercial whitening toothpaste in sound and demineralized teeth, respectively. Methods: A total of 112 flat permanent bovine teeth specimens were manufactured. Half of the surface of the specimen was coated with an acid-resistant varnish and deposited in an artificial demineralizing solution for 65 hours. The varnish applied to half of the specimen was removed and deposited in a coffee solution for 96 hours to induce coloring. Two control and five experimental group toothpastes for teeth whitening were selected and the main components were investigated. Toothbrushing was performed 50, 100, and 150 times for each toothpaste group. A total of four images were obtained: before the start and after 50, 100, and 150 times of brushing to obtain the lightness (L^*) values of the sound and the demineralized tooth surfaces. The difference in the average value between toothpaste groups at each treatment period was analyzed by one-way ANOVA. The difference in the L^* average value according to the number of the brushing was analyzed by repeated measure ANOVA. Results: All toothpastes in the seven groups contained abrasive agents and had different ingredients for each product. Compared to before brushing, the L^* value changed significantly in all toothpaste groups after brushing 50 times (p<0.05). This was common in both the sound and demineralized teeth surfaces. Demineralized teeth had significantly lower L^* values at all brushing times than that in sound teeth (p<0.05). Conclusion: The effect of whitening teeth was different for each toothpaste. Demineralized teeth were more likely to cause coloration than sound teeth, and the coloration was not removed well.

• Journal of Food Hygiene and Safety
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• 제37권4호
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• pp.271-276
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• 2022

This study aimed to investigate microbial contamination of Dutch coffee in Gyeonggi province, South Korea. A total of 70 different Dutch coffee were purchased from an offline market (food service business operator). Two types of coffee were considered: "coffee made from food service business operator" and "coffee made from food manufacturer." The levels of total aerobic bacteria were 0.74-6.21 log CFU/mL in 15 samples and fungi were 0.70-4.00 log CFU/mL in 21 samples. Total aerobic bacteria was detected at higher levels in "coffee made from food service business operator" than in "coffee made from food manufacturer," and the difference was not significant. Three samples in "coffee made from food manufacturer" exceeded the standard for total aerobic bacteria. Escherichia coli, Coliform, and 12 types of foodborne bacteria were not detected in all samples. The extraction method detected no difference in cell counts of total aerobic bacteria and fungi. Therefore, to reduce microbial contamination of Dutch coffee, managing hygiene while maintaining the refrigeration temperature from the bean management stage to the sale process is crucial.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.1039-1046
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• 2021

This study aims to determine the influence of the application of Total Quality Management (TQM) in coffee exporting companies in Bali. The research was conducted as there was not much research done to explore the application of TQM in coffee exporting companies in the city of Kintamani, Bali. Thus, this research plays an important role in examining the effect of the application of total quality management factors on company performance. In this research, the effect of TQM variables which are: customer focus factors, continuous improvement factors and employee empowerment factors on the company's performance was measured by using a balanced scorecard approach. The research result showed that the customer focus, the continuous improvement, and the employee empowerment factor has a positive impact on the performance of coffee exporting companies in the City of Kintamani. The result showed that continuous improvement factor has a more dominant influence compared to the customer focus factors and the employee empowerment factor. Thus, it is very important to consider the consistency when the companies implement TQM. In conclusion, TQM is important for coffee exporting companies in Indonesia to enter global competition, especially for world market-oriented companies and should be supported by the government and stakeholders.

• Journal of Global Scholars of Marketing Science
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• 제19권4호
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• pp.1-10
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• 2009

The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor, on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associated increase in their willingness-to-revisit. Gender and study year had the most negative effects on overall satisfaction and willingness-to-revisit. Female students were more likely to be satisfied and be willing to return than male students, and third and fourth-year students were more likely to be satisfied and willing-to-return than first or second-year students. Students who drink coffee, read books, and use laptops alone at coffee shops are easily noticeable. High-grade students tend to visit coffee shops alone in order to use their time efficiently for self-development and to find jobs. The economical efficiency factor had the greatest effect on overall satisfaction and willingness-to-revisit in terms of a positive gap. The higher the actual satisfaction (gap) of students with the price of the coffee, the greater their overall satisfaction and willingness-to-revisit. Economical efficiency with a negative gap had a negative effect on willingness-to-revisit, which implies that a less negative gap will result in a greater willingness-to-revisit. Amid worsening market conditions, coffee shops located around colleges/universities are using strategies, such as a point or membership card, strategic alliances with credit-card companies, development of a set menu or seasonal menu, and free coffee-shot services to increase their competitive edge. Product power also had a negative effect in terms of a negative gap, which indicates that a higher negative gap will result in a lower willingness-to-revisit. Because there are many more customers that enjoy coffee in this decade, as compared to previous decades, the new generation of customers, namely college/university students, want various menu items in addition to coffee, and coffee shops should, therefore, add side menu items, such as waffles, rice cakes, cakes, sandwiches, and salads. For example, Starbucks Korea is making efforts to enhance product power by selling rice cakes flavored in strawberry, wormwood, and pumpkin, and providing coffee or cream free of charge. In summary, coffee shops should focus on increasing their economical efficiency, brand, and product power to enhance the satisfaction of college/university students. Because shops adjacent to colleges or universities enjoy a locational advantage, providing differentiated services in terms of economical efficiency, brand, and product power, is likely to increase customer satisfaction and return visits. Coffee shop brands should, therefore, be innovative and embrace change to meet their customers' desires. Because this study only targeted college/university students in Seoul, comparative studies targeting diverse regions and age groups are required to generalize the findings and recommendations of this study.