• Journal of Global Scholars of Marketing Science
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• v.19 no.4
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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.

• Journal of Distribution Science
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• v.9 no.4
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• pp.5-13
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• 2011

This study provides analysis of the effectiveness of domestic marketing strategies of the Korean coffee shop "Caffe Bene". It bases its evaluation on statistical outputs of 'choice attributes,' "market segmentation," demographic characteristics," and "satisfaction differences." The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and 'introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s' college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show different attributes based on segmented groups. For example, atmosphere oriented group is satisfied with shop interior and comfort while dissatisfied with price because most of the customers in this group are early 20s and do not have great financial capability. Thus, price discounting marketing strategies based on individual situations through CRM system is critical. Comfort oriented group shows high satisfaction level about location and shop comfort. Also, in this group, there are many early 20s female customers, students, and self-employed people. This group customers show high word of mouth tendency, hence providing positive brand image to the customers would be important. In case of taste oriented group, while the scores of taste and location are high, word of mouth score is low. This group is mainly composed of educated and professional many late 20s customers, therefore, menu differentiation, increasing quality of coffee taste and price discrimination is critical to increase customers' satisfaction. However, it is hard to generalize the results of study to other coffee shop brand, because this study have researched only one domestic coffee shop, Caffe Bene. Thus if future study expand the scope of locations, brands, and occupations, the results of the study would provide more generalizable results. Finally, research of customer satisfactions of menu, trust, loyalty, and switching cost would be critical in the future study.

• Journal of the Korean Society of Food Science and Nutrition
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• v.31 no.5
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• pp.847-885
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• 2002

The purpose of this study was to develop a web-based internet program for nutritional assessment and diet Prescription by renal diseases. Renal diseases were classified by nephrotic syndrome, renal failure, hemodialysis and peritoneal dialysis. The system consisted of five parts according to their functions and contents. The first part is to assess the general health status such as body weight, obesity index, basal metabolic rate and total energy requirement by the input of age, sex, height, weight and degree of activity. The second part was designed to investigate dietary history of patient, that is, to find out his inappropriate dietary habit and give him some suggestions for appropriate dietary behavior by investigating his dietary history. This part also offers the diet and nutrition management by personal status with renal disease, and the information for food selection, snacks, convenience foods, dine-out, behavioral modification, cooking methods, food exchange lists and terms. The third part is evaluating their energy and nutrients intake by comparing with recommended dietary allowance for Koreans or standardized data for patient with renal disease. In this part, it is also analyzing energy and nutrients of food consumed by food group and meals, and evaluating the status of nutrient intake. The fort]1 one, a major part of the system, is implementing the diet and menu planning by using food exchange lists. This Part Provides the patient with menus lists and I day menu suitable to his weight, activity and the status of renal disease. The fifth part is providing information on energy and nutrients of foods and drinks, and top 20 foods classified by nutrients. These results are finally displayed as tabular forms and graphical forms on the computer screen.

• Journal of the Korean Society of Food Science and Nutrition
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• v.33 no.1
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• pp.114-122
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• 2004

The purpose of this study was to develop a web-based internet program for nutritional counseling and diet management of patient with diabetes mellitus. The program consisted of four parts according to their functions and contents. The first part explained the metabolism of glucose and mechanism of insulin and insulin receptor expressed by flash 6.0, and defined the diabetes mellitus. The second part is to assess the general health status such as body weight, obesity index, basal metabolic rate and total energy requirement by the input of age, sex, height, weight and degree of activity. This part also provides tlne patient with menu lists and one day menu suitable to his weight and activity, and offers the information for food selection, snacks, convenience foods, dine-out, behavioral modification, cooking methods, food exchange lists, dietary education using buffet, and information on energy and nutrients of foods and drinks, and top 20 foods classified by nutrients. The third part is designed to investigate dietary history of patient, that is, to find out his inappropriate dietary habit and give him some suggestions for appropriate dietary behavior. This part also offers on-line counseling, follow-up management and frequently asked questions. The fourth part is evaluating their energy and nutrients intake by comparing with recommended dietary allowance for Koreans or standardized data for patient with diabetes mellitus. In this part, it is also analyzing energy and nutrients of food consumed by food group and meals, and evaluating the status of nutrient intake. These results are finally displayed as tabular forms and graphical forms on the computer screen. Therefore it is expected that the web-based internet program developed in this study will play a role in their health promotion as widely using by diabetic patients.

• Journal of the Korean Society of Food Science and Nutrition
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• v.42 no.4
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• pp.633-643
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• 2013

This study investigated the efficiency of university foodservice operations by analyzing the effect of consumer's perception towards university foodservice quality. University students in the Jeonnam area were surveyed and 571 out of 700 surveys were chosen (response rate: 97.0%). SPSS (ver. 20.0) was used to conduct descriptive analysis, factor analysis, reliability analysis, t-test, and multiple regression analysis. The results show that 21.9% of university students have never used the university foodservice, while 48.7% of university students have eaten there 1~2 times per week. The most common reasons reported for avoiding the university foodservice were a limited menu selection (51.5%) and an untasty food (45.8%). The perception of overall service quality at the university foodservice scored relatively low (3.01 points), compared with its importance (3.89 points). The food taste, menu variety, and quality of food ingredients are factors that require improvement for operational strategies by the importance-performance analysis (IPA). The food factors (taste, variety, and quality) among university foodservice qualities had a significantly positive effect on consumers' overall satisfaction (p<0.001), perceived value (p<0.01), intent to recommend (p<0.001), and intent to revisit (p<0.01). These result indicate that the university foodservice management should focus on developing food factors and strive to meet the needs of university students through continuous customer surveys.

• Journal of the Ergonomics Society of Korea
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• v.36 no.2
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• pp.123-144
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• 2017

Objective: The objective of this study is to evaluate affection on how users perceive colors viewed from an automotive visual display according to cultural and radical differences including North America, Europe, and Southeast Asia. This study especially aims to identify effects of the variation of tone and chroma of representative color groups by analyzing affection differences depending on cultural and racial differences targeting the colors constituted through variation of tone and chroma, centered on representative colors. Background: The colors of the menu, information display or background viewed through an automotive visual display are an important factor stimulating consumer's affection, and therefore an effort to express the vehicle's brand and product image through colors is made. The studies on colors focus only on the research on unique characteristics of colors, but an affective approach lacks according to cultural and racial differences on colors considering tone and chroma variation within a color from the currently used automotive visual displays. Method: To grasp the visual affection felt by users, this study extracted affective adjectives related with colors through existing literature and a dictionary for adjectives, and presented human affection dimensions on colors through evaluation of various colors. Prior to carrying out affection evaluation, the basic light sources, red (R), green (G), and blue (B) constituting the colors used for automotive visual displays were defined as a representative color group, respectively. When colors in a color group are constituted, the evaluation target of each color group consisted of the colors considering the variation of tone and chroma by changing color sense through RGB values of the remaining two light sources. And then, this study carried out affection evaluation on the constituted colors targeting the subjects with cultural and racial differences. Results: As a result of evaluating the constituted colors with representative affections, there were statistically significant differences between the groups having cultural and racial differences. As a result of S-N-K post-hoc analysis on the colors showing significant differences, North America and Europe were classified as heterogeneous groups. In some cases, Korea was classified as the homogeneous group with North America, but Korea was mainly classified as the homogenous group with Europe. Conclusion: The representative affections on colors from an automotive visual display was drawn as three affective dimensions: passionate, neat, and masculine. Based on these, the affection of Korea and Europe on the constituted colors showed significant differences from that of North America, as a result of affection evaluation on the constituted colors viewed through the visual display by reflecting cultural and racial factors. Regarding representative color groups, bigger cultural and racial differences were revealed in terms of affection on red and green colors than on blue color, and variation of affection was the biggest in the red color. Application: This study analyzed correlations of affection considering the colors constituted through variation of tone and chroma, and the culture and race in the representative color groups constituting a visual display. The results of this study are predicted to be utilized in coordination and selection of colors viewed from an automotive visual display taking into account culture and race.

• Korean Journal of Community Nutrition
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• v.15 no.1
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• pp.137-148
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• 2010

This study was conducted on 175 child-care teachers, who participated in in-service education, to research the methods to improve child-care teacher's nutrition management capability for infants and children. Investigated results of child-care teachers' nutrition knowledge, dietary attitude status, and needs on nutrition education in child-care centers are as follows: The score of child-care teachers' nutrition knowledge was 10.83 points out of 15, which is about 72%. Total score increased as teachers' age but not significantly different from their career duration, since teachers who have a child-care career less than 5 years acquired 10.91 points, which is higher than 10.64 points of teachers having more than 5 years of child-care career. Teachers' average recognition to the nutrition knowledge was 90.6%, increased significantly by the older they are, and decreased according to the accumulation of their career. The average accuracy of the nutrition knowledge was 79.7%, increased in proportion to the teachers' age. The marks of child-care teachers' dietary attitude were 41.3 points (possible score range 5-50) and 83%, older teachers tended to have more desirable dietary attitude. As indicated by the increment of child-care career, the score of emotional attitude tended to be increased but which of cognitive and behavioral attitude showed a declining tendency. Nutrition information which child-care teachers were mainly interested in were correct selection of food (58.1%), obesity and weight management (52.7%), and nutrient content of food (44.9%). Nutrition education contents which child-care teachers needed were 'nutritious food and menu for child' (72.2%), 'health management of child' (69.2%) and meal management of child (40.2%). Nutrition education methods, which child-care teachers considered as of desirable ones, were cooking class of small scale (31.8%), visiting class at child-care center (26.5%). In consequence, the nutrition knowledge and dietary attitude of child-care teachers were not good and showed different issues by age and career duration. Therefore, it is requisite to intensify nutrition management courses in child-care teachers' qualification and in-service education courses which has actual necessity and suitability based on teachers' age, career, and the type of child-care center, and to disseminate these through public health centers and child-care & education information centers to pursue the efficient balance of nutrition education programs.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.403-410
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• 2015

Since 1970, MRI has greatly been developing in terms of strength of magnetic field, the number of receipt channels, and short time of examination. With the development of digital systems and wireless network, hospitals have also acquired, saved, and managed digital images taken by various kinds of medical imaging equipment. However, domestic universities fail to provide practice training course independently thanks to expensive practice equipment and high maintenance cost, and rely on clinical training. Therefore, this study developed a MR patient diagnosis program based on Windows PC to help out students before their working in clinical filed. The designed Relational Database of MRI Simulator is made up of seven tables according to functions and data characteristics. Regarding the designed patient information, each stepwise function was classified by the patient registration method in clinical field. In addition, on the assumption of the basic information for diagnosis, each setting and content were classified. The menu by execution step was arrayed on the left side for easy view. For patient registration, a patient's name, gender, unique ID, birth date, weight, and other types of basic information were entered, and the patient's posture and diagnosis direction were set up. In addition, the body regions for diagnosis and Pulse Sequence were listed for selection. Also, Protocol name and other additional factors were allowed to be entered. The final window was designed to check diagnosis images, patient information, and diagnosis conditions. By learning how to enter patient information and change diagnosis conditions in this program, users will be able to understand more theories and terms learned in practice and thereby to shorten their learning time in actual clinical work.

• The Korean Journal of Food And Nutrition
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• v.29 no.5
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• pp.735-745
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• 2016

This study conducted a survey with 203 single households among men and women in their 20s to 40s who were living in metropolitan areas from October 6 to November 4, 2012 in order to investigate the dietary attitude of the single households. The ratio of single households who had three meals a day regularly was 2.85 points, which was lower than the normal level, and it turned out that those in their 20s and 30s had meals more regularly than those in their 40s did (p<0.001). As for the irregular meal time, most were breakfast (85.9%), and it turned out that they often skipped meals mostly because they did not have time to eat and (41.7%) or because that bothered them (26.0%). 62.6% of the single households did overeating and most of them (39.4%) did overeating because of their irregular meals. Of the single households, women or persons who had lived alone for less than 3 years or more than 7 years cooked at home, more often (p<0.05), and most of them (42%) cooked noodles, easy to cook, but women cooked Korean food-based homemade food such as rice (31.7%) or soup and stew (21.2%), often (p<0.05). It turned out that 36.9% of the single households often ate out about two to three times a day, and as for their favorite eating-out menus, 39.4% were Korean food, followed by Western food (23.8%), flour-based food (13.5%), fast food (9.8%), Chinese food (7.3%) and Japanese food (6.2%). Lastly, as for inconveniences when they ate out, most were the 'price' (22.8%), followed by 'too much amount of food for one person' (20.2%) and 'limitations in menu selection' (19.2%). As a result of this study, it appeared that the single households had an irregular dietary life, often did overeating and often ate out, so it is judged that it would be necessary to develop a variety of nutritionally-balanced HMR food and eating-out menus in a reasonable price range for their healthy dietary life.

• Journal of the Korean Society of Food Science and Nutrition
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• v.32 no.2
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• pp.287-294
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• 2003

The purpose of this study was to develop a web-based internet program for nutritional assessment and diet management of patient having hyperlipidemia. Hyperlipidermia were classified by hypercholesterolemia and hypertriglyceridemia. The program consisted of four parts according to their functions and contents. The first part explained the metabolism of lipids and defined the hyperchotesterolemia and hypertriglyceridemia. The second part is to assess the general health status such as body weight, obesity index, basal metabolic rate and total energy requirement by the input of age, sex, height, weight and degree of activity. This part also provides the Patient with menus lists and 1 day menu suitable to his weight, activity and the status of hyperlipidemia and offers the information for food selection, snacks, convenience foods, dine-out, behavioral modification, cooking methods, food exchange lists, and information on energy and nutrients of foods and drinks, and top 20 foods classified by nutrients. The third part is designed to investigate diet history of patient, that is, to find out his inappropriate dietary habit and give him some suggestions for appropriate dietary behavior. This part also offers on-line counseling and frequently asked Questions. The fourth part is evaluating their energy and nutrients intake by comparing with recommended dietary allowance for Koreans or standardized data for patient with hyperlipidemia. In this part, it is also analyzing energy and nutrients of food consumed by food group and meals, and evaluating the status of nutrient intake. These results are finally displayed as tabular forms and graphical forms on the computer screen.