Earticle

초록

영어

In accordance with the increase in the national income and leisure time, the market expansion of the coffee shops are becoming. This study, utilizing Maslow's needs categories, measured the satisfaction of each brand and also evaluated the impact of marketing mix as a result of their activities to consumers to provide products, services, and contextual quality. The study found completely contradictory results in the satisfaction to meet the needs for coffee shops between consumers seeking hedonic and utilitarian shopping value. The study also found that needs for respect influenced service quality while physiological needs affect product quality. And fulfilling safety needs influenced positively contextual quality whereas meeting belonging needs influenced negatively. Finally, product quality gave positive influence on service quality but had no direct impact on contextual quality. Only service quality had positive impact on contextual quality. This study utilizing Maslow vertical category, made an attempt to provide implications for practitioners who are responsible for developing brand and franchise stores by analyzing customers's store choice determinants and store satisfaction.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
 Ⅲ. 연구 방법
 Ⅳ. 연구 결과
 Ⅴ. 결론
 참고문헌
 Abstract

키워드

저자

• 박경원 [ Kyoung-won Park | 숭실대학교 강사 ] 제1저자
• 박주영 [ Ju-Young Park | 숭실대학교 부교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330