- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Study on the Effects of Shop Choice Properties on Brand Attitudes: Focus on Six Major Coffee Shop Brands
Kim, Su-Ok
Lee, Sang-Youn
Youn, Myoung-Kil
Abstract
This study seeks to understand how the choice of a coffee shop is related to a customer's loyalty and which characteristics of a shop influence this choice. It considers large-sized coffee shops brands whose market scale has gradually grown. The users' choice of shop is determined by price, employee service, shop location, and shop atmosphere. The study investigated the effects of these four properties on the brand attitudes of coffee shops. The effects were found to vary depending on users' characteristics. The properties with the largest influence were shop atmosphere and shop location Therefore, the purpose of the study was to examine the properties that could help coffee shops get loyal customers, and the choice properties that could satisfy consumers' desires The study examined consumers' perceptions of shop properties at selection of coffee shop and the difference between perceptual difference and coffee brand in order to investigate customers' desires and needs and to suggest ways that could supply products and service. The research methodology consisted of two parts: normative and empirical research, which includes empirical analysis and statistical analysis. In this study, a statistical analysis of the empirical research was carried out. The study theoretically confirmed the shop choice properties by reviewing previous studies and performed an empirical analysis including cross tabulation based on secondary material. The findings were as follows: First, coffee shop choice properties varied by gender. Price advantage influenced the choice of both men and women; men preferred nearer coffee shops where they could buy coffee easily and more conveniently than women did. The atmosphere of the coffee shop had the greatest influence on both men and women, and shop atmosphere was thought to be the most important for age analysis. In the past, customers selected coffee shops solely to drink coffee. Now, they select the coffee shop according to its interior, menu variety, and atmosphere owing to improved quality and service of coffee shop brands. Second, the prices of the brands did not vary much because the coffee shops were similarly priced. The service was thought to be more important and to elevate service quality so that price and employee service and other properties did not have a great influence on shop choice. However, those working in the farming, forestry, fishery, and livestock industries were more concerned with the price than the shop atmosphere. College and graduate school students were also affected by inexpensive price. Third, shop choice properties varied depending on income. The shop location and shop atmosphere had a greater influence on shop choice. The customers in an income bracket of less than 2 million won selected low-price coffee shops more than those earning 6 million won or more. Therefore, price advantage had no relation with difference in income. The higher income group was not affected by employee service. Fourth, shop choice properties varied depending on place. For instance, customers at Ulsan were the most affected by the price, and the ones at Busan were the least affected. The shop location had the greatest influence among all of the properties. Among the places surveyed, Gwangju had the least influence. The alternate use of space in a coffee shop was thought to be important in all the cities under consideration. The customers at Ulsan were not affected by employee service, and they selected coffee shops according to quality and preference of shop atmosphere. Lastly, the price factor was found to be a little higher than other factors when customers frequently selected brands according to shop properties. Customers at Gwangju reacted to discounts more than those in other cities did, and the former gave less priority to the quality and taste of coffee. Brand preference varied depending on coffee shop location. Customers at Busan selected brands according to the coffee shop location, and those a
- keywords
- 커피전문점, 점포선택속성, 브랜드태도
Reference
강혜숙, 이용일(2009), “소비자지식수준과 항공권 유통경로 신뢰및 위험지각간의 관계에 관한 연구”, 유통경영학회지,12(5), 45-67.
고호석(1999), “패밀리레스토랑 이용객의 서비스품질 속성에 관한기대와 만족차이에 관한 연구”, 한국관광학회, 22(1), 78-97.
기명옥, 이동일(2008), “브랜드 커피전문점의 지각된 품질과 브랜드 이미지가 지각된 가치와 충성도에 미치는 영향 -소비자지식의 조절효과를 중심으로-”, 외식경영연구, 11(3), 49-72.
김광규(1998), 전략적 소매마케팅, 서울: 형성출판사.
김문정, 조윤기(2008), “저관여 상품구매의 소비자 행동특성에 관한 연구”, 유통과학연구, 6(2), 81-93
김영옥(2003), “테이크아웃 커피전문점의 선택속성과 고객만족에관한 연구”, 한국조리학회지, 9(3), 141-154.
김주연, 김학준, 김철민(2009), “커피전문점 서비스요소가 고객의감정 및 충성도에 미치는 영 향”, 한국조리학회지, 15(1),271-286.
김주연, 안경모(2010), “커피 전문점 이용자의 일반적 특성, 선택속성,커피 음용 행동 및 긍정적 감정 간 관계”, 동아시아식생활학회지, 20(5), 812-822.
김현국(2002), “원두커피의 브랜드 및 점포선택속성에 관한 연구”,세종대학교 관광대학원 석사학위논문.
김홍범,이정원,노윤정(2007),“커피전문점 선택속성이 고객충성도에 미치는 영향”, 외식경영연구, 10(4), 237-252.
매일경제신문(2011), 10월 13일자
박현규(2010), “브랜드이미지가 관계품질과 재방문의도에 미치는영향에 관한 연구:커피전문점을 중심으로”, 건국대학교석사학위논문.
서성무, 홍병숙, 진병호(2002), 패션비즈니스, 서울:형설출판사.
신동철(1989), “점포분위기에 관한 연구- 환경심리학적 접근을 중심으로-”, 서울대학교 대학원.
우종필, 윤남수(2011), “커피전문점의 시장세분화와 소비자행동 차이 분석:카페베네 사례를 중심으로”, 유통과학연구, 9(4),5-13.
유종서, 김정애(2010), “테마레스토랑의 이미지가 충성도에 미치는영향”, 유라시아연구, 7(3), 133.147.
윤명길, 고창룡(2003), 할인점 경영과 실무, 서울:도서출판두남.
윤명길, 김유오(2007), “한국에서의 유통학문 연구 방법론에 대한소고”, 유통과학연구, 5(1), 75-88.
윤훈현(2005), 소비자 행동론, 서울 : 석정.
이지현(2011), “체험매장의 지각된 용이성과 유용성이 만족과 충성도에 미치는 영향”, 유통과학연구, 9(3), 5-14.
이학식, 안광호, 하영원(2005), 소비자행동, 서울 : 법문사.
전지영, 이애주(2010), “브랜드인지도에 따른 외식기업 브랜드로고의 현지화 요인별 브랜드 이미지 인식 연구： 맥도날드사례 중심으로“, 외식경영연구, 13(2), 33-56.
정성채(1982), “소비자 구매행동에 있어서 점포선택의 연구”, 서울대학교 대학원 석사학위논문.
정영우(2006), “커피 전문점 만족도 및 고객 충성도에 미치는 요인에 관한 연구”, 한국조리학회지, 12(4), 1-17.
최영심, 김영태, 지옥화(2009), “서울지역 대학생의 커피전문점 이용실태에 관한 연구”, 한국조리학회지, 15(1), 287-295.
최정은(2004), 고급스러운 이태리풍 커피전문점 파스쿠치, 서울 :리드 앤 리더.
Ajzen, I. & Fishbein, M.(1975), Understanding attitudes and predicting social behaviour, New Jersey; Prentice-Hall
Baker, J.(1987), "The Role of the Environment in Marketing Services: The Consumer Perspective in The Services Challenge: Integrating for Competitive Advantage", John A. C. , Carole A. C . and James S . eds. Chicago: American Marketing Association, 79-84.
Baker, J., Bamberg, P., Bishop, K., Gillick, L., Helman,,V., Huang, Z.,Ito, Y., Lowe, S., Peskin, B., Roth R. & Scattone, F.(1992). "Large vocabulary recognition of Wall Street Journal sentences at Dragon systems", Speech and Natural Language Workshop, 23-26 February, Harriman, New York, 387-392.
Berman, Berry and Evans, Joel R.(1995), Retail Management, 6th ed., New Jersey: Prentice Hall
Berry, L.L. & Lampo, S.S.(2004), "Branding labour intensive services". Business Strategy Review 15(1): 18-25
Berry, C.A., Shaywitz, S.E. & Shaywitz, B.A.(1985), "Girls with attention deficit disorder: A silentA report on behavioral and cognitive characteristics", Pediatrics, 76, 801-809
Chaudhuri Arjun & Holbrook Morris(2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, 65(2), 81-93.
Crosby, Lawrence A., Evans, Kenneth R. and Cowles, Deborah(1990), "Relationship quality in services selling: An Interpersonal Influence perspective," Journal of Marketing, 54 (July), 68-81.
Dodds, W.B., Monroe, K.B. & Grewal, D.(1991), "Effects of price, brand, and store information on buyers' product evaluations", Journal of Marketing Research, 28(3), 307-319.
Engel, J.F., Kegerris, R.J. and Blackwell, R.D.(1969) "Word of mouth communication by the innovator", Journal of Marketing, 33, 15–19.
Fournier, Susan(1998), "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, 24 (March), 343-373.
Ghosh, Avijit and Craig, C. Samuel(1983), “Formulating Retail Location Strategy in a Changing Environment,” Journal of Marketing, 47(Summer), 56–66.
Grace, D. & ÓCass, A.(2005), “Examining the effects of service brand communications on brand evaluation", Journal of Product & Brand Management, 106-116.
Grewal, D. & Sharma, A.(1991), "The Effect of Sales-force Behavior on Customer Satisfaction: An Interactive Framework", Journal of Personal Selling and Sales Management, 11(3), 13-23.
Hansen, M.H. & Weinberg, C.B.(1979), "Retail market share in a competitive market, Journal of Retailing, 55, 37–46
Hartline, M.D., Ferrell, O.C.(1996), “The management of customer– contact service employees: an empirical investigation”, Journal of Marketing, 60(October), 52–70.
Hutcheson. GD, and L. Moutinho(1998), “Measuring preferred store satisfaction using consumer choice criteria as a mediating factor”, Journal of Marketing Management, l4(7), 705-720
James, D.L., Durand, R.M. and Dreves, R.A.(1976), “The use of multi- attributes model in a store image study”, Journal of Retailing, 52(2), 23-34
Keller, K. L.(1998), Strategic Brand Management : Building, Measuring, and Managing. Brand Equity. Upper Saddle River, NJ: Prentice-Hall
Kotler, P.(1974), “Atmospherics as a Marketing Tool”, Journal of Retailing, 50(4), 48-64.
Kotler, P.(1988), Marketing Managemen (6th ed.), New Jersey: Prentice-Hall, Inc.
Kotler, P.(1986). Principles of Marketing, Englewood Cliffs, N.J.: Prentice-Hal.
Lee, Lang-Ju(2012), "A Study on VMD for Development of Traditional Markets: Focused on Korean Clothes Shops", Journal of Distribution Science, 10(1), 11-22.
Lehtinen, U. and Lehtinen, J.R.(1991), "Two Approaches to Service Quality Dimensions", The Service Industies Journal, 11(3), 287.
Low, G.S. and Lamb, C.W.(2000), “The measurement and dimensionality of brand associations”, Journal of Product and Brand Management, 9(6), 350-368.
Martineau, Pierre(1958), "Social classes and spending behavior", Journal of Marketing, 23, 121-130.
Morgan, D.(1993). Successful Focus Groups: Advancing the State of the Art. Newbury Park, CA: Sage.
Novak, A.(1997), Store Planning and Design, New York: Lebbar Friedman Books.
Shim, S. & Mahoney, M.Y.(1992). “The elderly mail-order catalog user of fashion products: a profile of the heavy purchaser”, Journal of Direct Marketing, 6(1), 49-58.
Specht, N., Fichtel, S. and Meyer, A.(2007), "Perception and Attribution of Employees' Effort and Abilities: The Impact on Customer Encounter Satisfaction", International Journal of Service Industry Management, 18(5), S. 534-554
Schneider, B. and Bowen, D.(1985), “Employee and customer perceptions of service in banks: replication and extension”, Journal of Applied Psychology, 70, 423-33.
Swinyard, R.W. & Struman, D.K.(1986), “Market segmentation, finding the heart of your restaurant’'s market. The Cornell Hotel and Restaurant Administration Quarterly, 27(1), 89-96.
Zeithaml, V.A.(1988), “Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 2-21.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations