Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Factors influencing Customer Satisfaction with and Revisiting Coffee Shops in Korea: The Moderating Roles of Psychological Value

  • Cha, Seong-Soo (Dept. of Food Science and Service, College of Bio-Convergence, Eulji University) ;
  • Seo, Bo-Kyung (Dept. of Food Science and Service, College of Bio-Convergence, Eulji University)
  • Received : 2017.03.24
  • Accepted : 2017.09.04
  • Published : 2018.02.28
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Abstract

This study aims to find what attributes of consumer satisfaction are more important when consumers choose coffee shops. Factors when customers choose coffee shops that are considered to be more crucial, such as taste, price, brand, and atmosphere, were tested and also relations between satisfaction and revisit were studied. As a result, factors as 'taste', 'price', 'brand', and 'atmosphere' were found to significantly affect satisfaction; in addition, the path that satisfaction leads to revisit was found to be significant. However, consumers' coffee shop selection attributes differed depending on their psychological consumption value. The path-coefficients from taste and price to satisfaction were more significant in the function-oriented group, meanwhile the path-coefficient from brand to satisfaction was significant in the emotion-oriented group (+) and the function-oriented group (-). The results of this study suggest attributes of selecting coffee shops and provide meaningful implications of consumer value when they choose the attributes.

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