Earticle

초록

영어

Purpose . As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology . In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result . The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions . The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 질적비교분석 (QCA)
  2.2 퍼지셋 질적비교분석(fsQCA)
  2.3. 선택속성의 정의
  2.4. 커피전문점의 선택속성
  2.5. 만족
  2.6. 만족의 유형
 3. 연구문제
 4. 연구방법
  4.1 표본의 일반적 특성
  4.2. 변수의 측정
 5. 연구결과/실증분석
  5.1. 분석절차 및 방법
  5.2. 선택속성과 만족의 타당성 및 신뢰성 분석
  5.3. 연구문제의 검증
 6. 결론
  6.1. 토의 및 시사점
  6.2 연구의 한계점 및 향후 과제
 References

키워드

저자

• 한영위 [ Young-Wi Han | Candidate Ph D., Graduate School, Graduate School, Sejong University. ]
• 이용기 [ Yong-Ki Lee | Professor, School of Business, Sejong University. ]
• 안성만 [ Sung-Man Ahn | CEO, Jobmentor Co. ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프랜차이즈경영연구 [Journal of Franchise Management]

• 간기

  연간

• pISSN

  2093-9582

• 수록기간

  2010~2017

• 십진분류

  KDC 325 DDC 658