The purpose of this study is to clarify the relationship among service quality, perceived value, and customer satisfaction. In order to achieve the purpose of the study, we surveyed the visitors of Starbucks, Café Bene and Angel-in-us which have the highest domestic market shares among the major specialty coffee shops in Korea and conducted empirical analysis on 262 copies of the collected questionnaires. As a result, the service quality has a positive effect on perceived value, and the perceived value does on customer satisfaction. Since service quality positively influences customer satisfaction, hypothesis 1, hypothesis 2, and hypothesis 3 were adopted. In this study, service quality consists of service delivery, service product, and service environment. Perceived value is composed of functional value, economic value, aesthetic value, and social value. And customer satisfaction is measured by satisfaction with service, atmosphere, uniforms and overall coffee quality. The limitations of this study lies on providing practical insight in order to survive in the intensively competitive environment of specialty coffee shops. Thus, a variety of studies on coffee shops should be conducted to increase the perceived service quality and value of customers from a practical point of view.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 서비스품질 2. 지각된 가치 3. 고객만족 4. 변수들 간의 관계 Ⅲ. 연구설계 1. 연구모형과 가설설정 2. 변수의 조작적 정의 3. 조사설계 Ⅳ. 실증결과의 분석 1. 측정도구의 검증 2. 가설검증 Ⅴ. 결론 참고문헌
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