JOURNAL OF CHAIN COFFEE SHOP

Journal 2

The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty.

April 30, 2018

TITLE: The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty.

AUTHORS: Chung-Sub Shin, Gyu-Sam Hwang, Hye-Won Lee and Sun-Rae Cho

YEAR OF PUBLICATION: October 15, 2015

Conceptual Framework:

Figure 1: Research Model

This study about research model and survey design. This research model and survey design have five element which are trust, assurance and sympathy, taste, materiality and store atmosphere. The all element have the relationship between the custom.

Theories:

This research discover how service quality and store atmosphere of franchise coffee shop influence customer satisfaction and loyalty. Furthermore this study investigate the way that customer satisfaction, effected by franchise coffee shops service quality factor and store atmosphere, influences customer loyalty.

Finding:

The study analyzed coffee shop service quality factor based on that. The result of finding shown that all element that have relationship between custom. Trust are measure by investigating workers faithfully treating service towards customer demanded, responding immediately to customers question, offering rapid service to visiting customer, keeping promise made by customer, responding immediately to customer demands, having attitude to help customer willingly, treating customer demand accurately, and providing trust toward raw materials and cooking procedures. For assurance and sympathy are measure by investigating workers deep interest toward individual customers, faithful accomplishment to customer demand, ability to carry out service with sympathy, friendliness and consideration, skill to understand customers need and emotion, assurance of customer’s safety from all situation such as fire, trust toward hygiene and safety, and skill to make tasty coffee and beverages. Taste is measured by investigating taste of beverages and foods excluding coffee and beverages, tasty product overall, and coffee. Materiality was measured by investigating facilities and equipment, store atmosphere, including interior, physical environment, and attire, and appearance of workers. Store atmosphere was measured by investigating background music, indoor illumination, scent, and indoor temperature.

Limitation:

This study has some limitations stated below. There is no doubt that the sample used in this study is the main customers of franchise coffee shops who are in Seoul. However, it will be more meaningful to include whole regions in the sample. Furthermore, since Korea has been listed as the top of the most coffee consuming country, it might be useful to include international coffee industry to become a global coffee industry and provide the bases of Korean coffee industry’s strategies. This can bring much deeper and variable results in the future. This study investigated within limited coffee shops as representatives. However, this study can be conducted from other countries which are famous for coffee industry. This can be applied into all coffee industries in different nations and the research can be generalized.

Item:

Journal link :

http://www.eajbm.org/journal/article.php?code=36061