The Effects of Service Quality on Shopping Value and Repatronage Intention: The Case of Specialty Coffee Shops

Cho,, H. (2012). The Effects of Service Quality on Shopping Value and Repatronage Intention: The Case of Specialty Coffee Shops. The Journal of Distribution Science, 10(4), 21-28, https://doi.org/https://doi.org/10.15722/jds.10.4.201204.21

copy

Abstract

While recent economic stagnation has left consumers dispirited, rapid growth has been seen in the domestic coffee industry recently. With the growth in coffee consumption, a tremendous increase in the number of specialty coffee shops has been seen in the domestic coffee market. The expectation that markets specializing in coffee will continue to grow for a long time will cause existing enterprises to expand their shops and increase the rate of entry of new shops. Intense competition in the domestic coffee market will force companies to create a competitive advantage through differentiated marketing strategies. This paper focuses on how the shopping value and repatronage intention of customers using coffee shops is affected by service quality. Moreover, this paper intends to examine the service quality that is critical for the successful management of relationships and the values that are important to consumers. For these purposes, the discriminative effect of service quality on shopping value was analyzed and the effect of utilitarian and hedonic value on repatronage intention was reviewed. The results of this study are detailed below. First, interaction and outcome quality can positively affect the hedonic value, whereas environment quality is not meaningful for utilitarian value. Considering the relative effect on utilitarian value outcome, the effect of outcome quality is greater than that of interaction. This result shows that the role of outcome quality is most important for improving utilitarian value. Second, outcome and environment quality positively affect hedonic value; however, interaction quality does not meaningfully increase hedonic value. These results indicate that customers recognize hedonic value on the basis of their evaluation of the service outcomes and the background to delivery service. In particular, it was revealed that the relative effect of outcome quality on hedonic value is greater than that of environment quality. Third, both utilitarian value and hedonic value had a positive effect on repatronage intention. The relative influence of the hedonic value is that the shopping value affects the repatronage intention more than the utilitarian value. These results mean that customers recognize coffee shops as spaces for satisfying utilitarian and hedonic values, and they place more importance on the benefits of the emotional experience than functional needs. Finally, this study suggests that output quality is more important than other service factors, and the results of this paper give some implications to the coffee shop industry that customers seek utilitarian needs based on economic value and place more weight on hedonic value, such as that offered by relationship media.

keywords: 서비스 품질, 쇼핑가치, 재이용 의도

Reference

관세청 (2011), “커피 교역으로 본 우리나라 커피시장”.

김기진, 변광인 (2010), “국내외 브랜드에 따른 커피전문점의 서비스품질이 고객만족과 행동의도에 미치는 영향력 비교에관한 연구”, 호텔경영학연구, 19(4), 187-206.

김성호, 김지영, 서보경, 허윤정 (2011), “서비스스케이프와 인적서비스가 고객 반응에 미치는 영향의 비교: 의료 서비스를중심으로”, 소비자학연구, 22(2), 323-349.

김주연, 안경모 (2010), “감성적-유용적 동기에 따른 커피전문점 시장세분화”, 한국조리학회지, 16(5), 103-117.

김주호, 훠리사 (2011), “멀티플렉스 영화관 시설에 대한 소비자의감정 반응과 재방문 의도에 대한 실증연구”, 마케팅관리연구, 16(1), 1-26.

김준환, 이항 (2011), “매장 내 체험․물리적 요인이 지각된 서비스품질과 브랜드 이미지 및 고객만족에 미치는 영향”, 유통경영학회지, 14(4), 29-52.

노은정, 노정식 (2010), “대형마트의 서비스품질이 지각된 가치를매개로 점포충성도에 미치는 영향에 관한 연구 :경쟁사 지각된 가치의 조절효과를 중심으로”, 유통경영학회지, 13(2),49-76.

대한상공회의소 (2011), “2012년 상반기 프랜차이즈 산업 경기전망조사”.

박종철, 오혜영, 홍성준 (2011), “서비스 품질-고객만족 관계에서의심리적 메커니즘 고찰”, 소비자학연구, 22(2), 179-202.

10.

박효은, 여은아 (2010), “긍정적, 부정적 쇼핑감정이 쇼핑가치와 인터넷 의류 쇼핑사이트 접근행동에 미치는 영향”, 유통연구,15(2), 101-122.

11.

삼성경제연구소 (2011), “커피 한 잔에 담긴 사회경제상”.

12.

성순옥, 김미애, 주영진 (2010), “프랜차이즈 가맹점의 서비스품질과 가맹본부에 대한 브랜드이미지가 고객만족에 미치는영향”, 마케팅관리연구, 15(3), 1-20.

13.

성형석, 한상린 (2007), “재래시장의 서비스 품질이 거래관계의 질과 고객 재방문에 미치는 영향에 관한 연구이용경험 및다양성 추구의 조정효과를 중심으로”, 유통연구, 12(1),85-104.

14.

안광호, 김민성, 김병일 (2008), “컨테이너항만 서비스품질차원이고객만족과 재이용 및 구전의도에 미치는 효과에 관한연구:선사의 규모와 컨테이너항만 입지의 조절효과”, 경영학연구, 37(3), 417-442.

15.

양회창, 주윤황 (2012), “대학생들이 지각하는 종합슈퍼마켓의 마케팅 커뮤니케이션,가치,소비감정이 점포충성도에 미치는 영향”, 유통과학연구, 10(2), 19-28.

16.

우종필, 윤남수 (2011), “커피전문점의 시장세분화와 소비자행동차이 분석:카페베네 사례를 중심으로”, 유통과학연구, 9(4),5-13.

17.

윤남수 (2011), “프랜차이즈 커피전문점의 시장세분화와 세분시장별선택속성과 고객만족 차이분석:서울 지역을 중심으로”,관광연구저널, 25(4), 225-239.

18.

이영철, 양회창 (2012), “대학생들이 지각하는 전통시장 선택속성이 관계품질에 미치는 영향: 소비감정의 조절효과와 소비자 가치의 매개효과”, 유통과학연구, 10(1), 33-42.

19.

이원호, 김수옥, 이상윤, 윤명길 (2012), “점포선택속성이 브랜드태도에 미치는 영향에 관한 연구: 6개 메이저 브랜드 커피전문점을 중심으로”, 유통과학연구, 10(3), 51-61.

20.

이유재 (2008), 서비스마케팅,학현사.

21.

이유재, 라선아 (2003), “서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구: 기존고객과 잠재고객의 비교를 중심으로”, 마케팅연구, 18(4), 67-97.

22.

이철선, 방석범 (2004), “쇼핑가치가 온라인 구매의도에 미치는 영향:매개변수로서의 제품속성 중요도”, 마케팅연구, 19(2),41-69.

23.

황장선, 도선재 (2009), “소비자들에게 커피전문점의 의미는 무엇이며, 어떻게 이용하는가?”,옥외광고학연구, 6(3), 61-106.

24.

KB금융지주 경영연구소 (2011), “전국 지자체 및 서울 구별 커피전문점 시장 동향”.

25.

Anderson, J. C. & Gerbing, D. W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach”, Psychological Bulletin, 103(3), 411-423.

26.

Babin, B. J., Darden, W. R. & Griffin, M. (1994), “Work and/or Fun: measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, 20(4), 644-656.

27.

Batra, R. & Ahtola, O.T. (1991), “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes”, Marketing Letters, 2(2), 159-170.

28.

Bitner, M.J. (1992), “Servicescapes: The Impact of Physical Surroundlings on Customers and Employees”, Journal of Marketing, 56(2), 57-71.

29.

Brady, M.K. & Cronin Jr. J.J. (2001), “Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach”, Journal of Marketing, 65(3), 34-49.

30.

Carman, J.M. (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions”, Journal of Retailing, 66(1), 33-55.

31.

Carpenter, J.M. (2008), “Consumer Shopping Value, Satisfaction and Loyalty in Discount Retailing”, Journal of Retailing and Consumer Services, 15(5), 358-363.

32.

Cronin, J.J. & Taylor, S.A. (1992), “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing, 56(3), 55-68.

33.

Dabholkar, P.A., Thorpe, D.I. & Rentz, D.O. (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation”, Journal of the Academy of Marketing Science, 24(1), 3-16.

34.

Donovan, R.J. & Rossiter, J.R. (1982), “Store Atmosphere: An Environmental Psychology Approach”, Journal of Retailing, 58(Spring), 34-57.

35.

Engel, J.F., Blackwell, R.D. & Miniard, P.W. (1995), Consumer Behavior, 8th ed. The Dryden Press.

36.

Fischer, E. & Arnold, S.J. (1990), “More than a Labor of Love: Gender Roles and Christmas Shopping”, Journal of Consumer Research, 17(3), 333-345.

37.

Fullerton, G. (2005), “The Service Quality-Loyalty Relationship in Retail Services: Does Commitment Matter?”, Journal of Retailing and Consumer Services, 12, 99-111.

38.

Fullerton, G. & S.A. Taylor (2002), “Mediating, Interactive and Non-Linear Effects in Service Quality and Satisfaction with Services Research”, Canadian Journal of Administrative Sciences, 19(2), 124-136.

39.

Grace, D. & O'Cass, Aron (2005), “An Examination of the Antecedents of Repatronage Intentions across Different Retail Store Formats”, Journal of Retailing and Consumer Services, 12, 227-243.

40.

Grewal, D., Gopalkrishnan R. I., Krishnan, R. & Sharma, A.(2003),“The Internet and the Price-Value-Loyalty Chain”, Journal ofBusiness Research, 56(5), 391-398.

41.

Gronroos, C. (1984), “A Service Quality Model and its Marketing Implication”, European Journal of Marketing, 18(4), 36-44.

42.

Hirshman, E.C. & Holbrook, M.B. (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, 46(3), 92-101.

43.

Jones, M.A., Reynolds, K.E. & Arnold, M.J. (2006), “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes”, Journal of Business Research, 59(9), 974-981.

44.

Lee, M.-Y., Kim, Y.-K. & Fairhurst, A. (2009), “Shopping Value in Online Auctions: Their Antecedents and Outcomes”, Journal of Retailing and Consumer Services, 16, 75-82.

45.

Llosa, S., Chandon, J.L. & Orsingher, C. (1998), “An Empirical Study of SERVQUAL's Dimensionality”, The Service Industries Journal, 18(2), 23-32.

46.

McDougall, G.H.G. & Levesque, T. (2000), “Customer Satisfaction with Services: Qputting Perceived Value into the Equation”, Journal of Services Marketing, 14(5), 392-410.

47.

Overby, J.W. & Lee, E.-J. (2006), “The Effects of Utilitarian and Hedonic Online Shopping Value on Consumer Preference and Intentions”, Journal of Business Research, 59(10-11), 1160-1166.

48.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49(3), 41-50.

49.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988), “SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of the Service Quality”, Journal of Retailing, 64(1), 12-40.

50.

Rust, R.T. & Oliver, R.L. (1994), Service Quality: Insights and Manageral Implications from the Frontier, in Service Quality: New Directions in Theory and Practice, Rolandt. Rust and Richard L. Oliver. eds., Thousand Oakes,. CA: Sage Publications, 1-19.

51.

Sherry, John F. Jr. (1990), “Dealers and Dealing in a Periodic Market: Informal Retailing in Ethnographic Perspective”, Journal of Retailing, 66(2), 174-200.

52.

Sirdeshmukh, D., Singh, J. & Sabol, B. (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges”, Journal of Marketing, 66(1), 15-37.

53.

Taylor, S.A. & Baker, T.L. (1994), “An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions”, Journal of Retailing, 70(2), 163-178.

54.

Wakefield, K.L. & Barnes, J.H. (1996), “Retailing Hedonic Consumption: A Model of Sales Promotion of a Leisure Service”, Journal of Retailing, 72(4), 409-427.

55.

Yoo, W.-S., Lee, Y.-J. & Park, J.-K. (2010), “The Role of Interactivity in E-Tailing: Creating Value and Increasing Satisfaction”, Journal of Retailing and Consumer Services, 17(2), 89-96.

56.

Zeithaml, V.A. (2000), “Service Quality, Profitability and the Economic Worth of Customers: What We Know and What We Need to Learn”, Journal of the Academy of Marketing Science, 28(1), 67-85.

57.

Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, 60(2), 31-46.

바로가기메뉴

Article Contents

Vol.10 No.4

The Effects of Service Quality on Shopping Value and Repatronage Intention: The Case of Specialty Coffee Shops

Abstract

Reference

The Journal of Distribution Science