This study was conducted to examine the effects of Chinese perceptions of quality attributes on customer’s satisfaction, revisit intention and recommendation intention for coffee shops in Beijing, China. Subjects of this study included 200 customers who had visited a coffee shop at least once during the last year. Statistical analyses were performed using SPSS v23.0 and AMOS v21.0. In this study, the majority of customers visited a coffee shop once or twice a week with friends. Respondents preferred tall-sized warm coffee in the store. The coffee shop quality attributes of were derived from five exploratory factors identified upon analysis of 30 observational variables. It was important to maintain and strengthen the quality attributes of coffee shops in this area because IPA(Importance Performance Analysis) analysis showed that “Doing great, keep it well” part was a desirable area because it had high importance and performance. Finally, path analysis revealed that customer satisfaction was influenced by employee attitude and affected revisit intention and recommendation intention.

• 이묘묘(충북대학교 대학원 식품영양학전공) | Miao Miao Li (Major of Food and Nutrition, Graduate School, Chungbuk National University)
• 이영은(충북대학교 생활과학대학 식품영양학과) | Young Eun Lee (Department of Food and Nutrition, Chungbuk National University) Corresponding author
• 윤도경(장안대학교 외식산업과) | Do Kyung Youn (Department of Food Service Industry, Jangan University)