We suggested specific and practical marketing strategies to coffee shop managers and customers to create a symbiotic relationship. The coffee shop's relationship to reliability, commitment, and shop loyalty was analyzed thoroughly. The samples for this study were 393 coffee shop customers in Seoul. The results showed that customer reliability about coffee shops improved as reputation, customer orientation, specialty, and tie increased, but reliability was reduced as the size of the coffee shop became larger. Communication did not significantly affect reliability. Second, customer reliability positively affected commitment, so commitment increased as customer reliability increased. Third, customer reliability positively affected shop loyalty, so shop loyalty increased as customer reliability increased. Fourth, customer commitment positively affected shop loyalty, so shop loyalty increased as customer commitment increased.

This study investigated college students` patterns of visiting coffee shops which are formed by students` preferences. This study surveyed 300 college students in Seongnam. The subjects were consisted of 45.2% males and 54.8% females and the average age was 20.8 years. 41.3% of subjects visited coffee shops once or twice a month and 42.4% of subjects visited coffee shops on a random basis. 26.7% of subjects stayed in coffee shops for 1～1.5 hours. The main purpose of going to coffee shops was to enjoy specialty coffee. The subjects` first favorites was coffee with various kinds of syrups and second one was Americano. When the female subjects in Seongnam chose the coffee shops, they focused more on variety factors than the male subjects. The group of subjects who had monthly expenses of less than 400, 000 won focused on price factors more than the group of subjects who had monthly expenses more than 400, 000 won. Moreover, environmental factors were heavily related to the usage rate and staying time of the coffee shops. Above all, price factors and promotion factors affected subjects` choice of the coffee shops in Seongnam.

The purpose of this study was to variety of services criteria as Serqul in service quality on customer commitment the customer to take a look at the impact of the activities associated with customer loyalty Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered marketing, customer commitment is surfacing as a competitive edge that a company can benefit from for a long time.

Today, consumer needs are diversified, continually changing and differentiated. Under the market conditions of unlimited competition to satisfy those needs, businesses focus on relationship-building with customers, as well as on quality of Services. As a result, in this era of consumer-centered brand marketing, brand identity is surfacing as a competitive edge that a company can benefit from for a long time : this is related to the fact that people want to know why a consumer selects and purchases a certain brand out of so many others.

Purpose - With the economic development in China, the lifestyle of Chinese customers has changed dramatically. Chinese customers are more likely to have coffee in a shop with the ability to make them happy than those with high quality coffee in a nice physical environment. Happiness becomes a critical driver of customers’ intention to purchase a cup of coffee in a specific coffee shop again and again. As a result, happiness becomes an important factor for managers to make strategies for attracting customers. Although managers and scholars pay more attention to emphasize the importance of happiness in customers’ consumption, little research has been conducted to investigate the relationship between happiness and coffee shop’s continuous usage intention in the Chinese coffee industry. Research design, data, and methodology – A research model is made to explain the impact of happiness on customer’s behavior. To understand the influence of happiness better, we consider two dimensions of happiness which are subjective well-being and psychological well-being. In order to confirm the relationships of the variables in the research model, the online survey is constructed in China. Customers who have experienced the services in a coffee shop are asked to do the questionnaire. With 453 reliable questionnaires, structural equation modeling is used to analyze the causal relationships of the coffee quality, physical environment, subjective well-being, psychological well-being, and continuous usage intention. Results - Results indicate that coffee quality and physical environment are not the direct factors that influence customers’ continuous usage intention. However, good coffee quality and physical environment are the significant predictors of Chinese customers’ happiness associated with subjective well-being and psychological well-being, which in turn affects customers’ continuous usage intention. Conclusions - In this study, it is proposed that coffee quality and physical environment may be the key factors influencing customers’ happiness. Happiness, including subjective well-being and psychological well-being matters in decision making process. More importantly, happiness increases the continuous usage intention when the coffee shop can serve customers with higher quality coffee at a good atmospheric place. Managers should consider happiness as an important factor in making marketing strategies to compete in this industry.

Purpose - Despite the global economic crisis, the numbers of coffee shops used for providing a place for social and cultural interactions show an upward trend and have become an indispensable part in people’s daily life in recent years. Under the circumstance of tremendous efforts of searching new management strategies and projects, the concept of servicescape(which has physical environment characteristics) may provide a better alternative. Therefore, the purpose of this study can be broadly divided into 3 key points. First is to investigate the effects of servicescape on customer satisfaction, service value and customer loyalty about Coffee Shops in Jeonju area. Second is to examine the mediating effect of customer satisfaction and service value between servicescape and customer loyalty. Third, there is evidence that indicates the moderating effect among the interaction of customer and staff, brand image and the composition of servicescape, customer satisfaction, service value and customer loyalty. Research design, data, and methodology - This study begins empirical research about users of coffee shops’ services. The data of the study is collected from 285 samples of a questionnaire which has been made from Korea and analysed by IBM SPSS 24.0 and IBM AMOS 24.0. Results - The results are reported below: First of all, the composition of condition, functionality, cleanliness and aesthetic characteristics of the servicescape has a significant impact on customer satisfaction and s ervice value. Furthermore, customer satisfaction is identified as a factor to influence service value. Moreover, customer satisfaction and service value are identified as the causal relationship with customer loyalty. Besides, customer satisfaction and service value illustrated the mediation effect between the composition of servicescape and customer loyalty. Finally, the interaction between customer and staff, brand image illustrates the moderated effect. Conclusions - The composition of servicescape contributes to the formation of customer satisfaction and enhancing the customer's perceived service value in coffee shops. By meeting diverse and complex needs of consumers in coffee shop, the service value will not only attract loyal customers, but also increase customer loyalty and profitability. In a word, managers should rely on servicescape to enhance service experience by making differences with other competitors.

Purpose - The purpose of this study is to classify the quality factors of coffee shop customers with the service quality based on the SERVQUAL, selection attributes, and service qualities used in previous studies. The path structure of coffee shops' quality factors → customer satisfaction → trust → behavioral intention was analyzed in order to confirm the system of coffee shops' quality factors. Research design, data, and methodology - The survey of was conducted with college students of Kangwon University. A total of 250 questionnaires were distributed, with 232 collected. Of them, Excluding 36 respondents’ because of incomplete answers and missing values, 196 responses were used in the final analysis. Empirical analysis was made through factor analysis, correlation analysis, multiple regression analysis, simple regression analysis and mediating regression analysis by using Statistics Package SPSS 19.0. Results - The results are as follows: Firstly, coffee shops' quality factors were classified into seven categories like service encounter quality, product quality, cleanliness, overall interior, purchase quality, convenience, and aesthetics. Secondly, service encounter quality, product quality, purchase quality, and aesthetics had a positive effect on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, product quality, overall interior, purchase quality, and aesthetics had a positive effect on trust, respectively. Fourthly, customer satisfaction had a positive effect on behavioral intention. Lastly, after verifying the effect relations of trust between customer satisfaction about coffee shop and behavioral intention, customer satisfaction has a positive effect on trust and trust has a positive effect on behavioral intention. On the other hand, trust did not have a mediating effect between customer satisfaction and behavioral intention. But, cleanliness, convenience, and overall interior did not have a positive effect on customer satisfaction. Conclusions - Coffee shop consumers put importance on price, discount systems, taste, and freshness, but more on courteous and kind services of coffee shop staff or comfortable and calming atmosphere of inner space. Thereby, coffee shop marketers need to take factors like service encounter quality and aesthetics into more consideration. In addition, customer satisfaction has an effect on trust, while trust on behavioral intention, even though trust is not mediated between customer satisfaction and behavior intention.

스마트 모바일 시장은 사용자가 많은 정보를 효율적으로 인식할 수 있도록 하는 시각언어에 주목하여 디자인 환경과 사용 자 경험의 변화를 꾀하고 있다. 특히 GUI(Graphic User Interface)는 일상생활의 다양한 곳에서 디지털 생활정보, 문화 및 서비스 등을 제공하며 스마트 모바일 시장을 넓혀가고 있다. 이와 관련하여 스마트 모바일 앱(App)은 다양한 기능을 탑재 하여 사용자의 편의를 높이는 커뮤니케이션의 일부분으로 자리 잡게 되었다. 이러한 흐름에 발맞춰 국내 다수의 커피전문 점들은 소비자들을 대상으로 하여 정보 제공을 위한 앱을 출시하고 있다. 따라서 본고에서는 시중의 커피전문점 앱이 사용 자 측면에서 제대로 된 서비스를 제공하고 있는지에 대해 알아보기 위해 GUI콘텐츠를 중심으로 디자인 조형요소를 분석하 고 더 나아가 발전방안을 제시하려고 한다. 분석대상은 2016년 4월까지 애플의 앱 스토어(App Store) 및 구글의 구글 플레 이(Google Play)에서 제공하는 커피전문점 앱 중 다운로드 수 및 커피브랜드 선호도와 리뷰를 조합하여 총 3가지로 선정되 었다. 그 후 설문조사와 인터뷰를 활용하여 사용자 경험 및 GUI 분석을 실시하였다. 그 결과 레이아웃은 수평형으로 일직 선 1~2줄 형태의 스타일이 다수를 차지했으며, 아이콘은 픽토그램 형식이 많은 비중을 차지하였다. 텍스트는 가독성이 높 은 고딕체를, 컬러는 고유 브랜드의 아이덴티티를 잘 표현할 수 있는 색상을 사용하였다. 본고는 다음과 같은 시각적 조형 요소를 종합적으로 분석하고 향후 디자인 가이드라인과 개선방안을 모색하여 최종적으로 앱 사용자의 편의성 향상을 목표 로 한다.