Earticle

초록

영어

This study examines the effect of coffee shops’ attributes on value and empirically investigates the moderating effect of coffee-related knowledge in the relationship between attribute satisfaction and Customer Value. The results are expected to have meaningful implications for the coffee industry and academia. The results of the empirical analysis are as follows. The analysis examined the effects of satisfaction with six attributes of coffee shops on Customer Value; material and personal service, indoor atmosphere, and ancillary facilities were shown to have a significant effect. In contrast, promotional attributes, diversity, and accessibility showed no significant impacts. Because satisfaction with three of the six attributes showed a positive influence on Customer Value. The moderating effect of coffee-related knowledge on the relationship between satisfaction with the six attributes and Customer Value was tested using moderated regression analysis. Knowledge of coffee had a moderating effect on the influence of indoor atmosphere, promotional attributes, and diversity, but not on the effect of material and personal service, accessibility, and ancillary facilities. The theoretical implications of this study is to verify the effect on customer value by using customer knowledge as a control variable in the study of attributes on evaluations of coffee shops.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 커피전문점 선택속성
2. 고객가치
3. 고객지식의 조절 역할
Ⅲ. 연구설계
1. 연구모형
2. 변수의 조작적 정의
3. 자료 조사 및 분석 방법
Ⅳ. 분석결과
1. 응답자의 특성
2. 측정개념에 대한 탐색적 요인분석과 신뢰성 분석
3. 연구가설의 검증
Ⅴ. 결론
참고문헌

키워드

저자

• 홍경옥 [ Kyungok Hong | 신한대학교 글로벌관광경영학과 부교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338