이 연구의 목적은 커피점문점의 공간적 경쟁구도 및 입지우위를 미시적인 공간 해상도에서 탐색하 는 것이다. 분석지역은 인천광역시이며, 분석연도는 2018년이다. 분석방법으로는 공간 빅데이터 기반 의 i2SFCA(Inverted Two-Step Floating Catchment Area)와 Contour Tree 기법을 활용하였다. 분 석결과, 개별 커피전문점의 입지 효율성은 큰 편차를 드러냈으며, 연수3동, 선학동, 도원동 등의 순으 로 우수하였다. 또한, 공시지가가 높은 곳에 입지한 커피전문점 간의 출혈경쟁을 확인할 수 있었다. 마지막으로 역세권이 아닌 지역에서도 커피전문점의 입지 효율성이 높은 지역, 이른바 틈새 지역 (niche region)을 확인할 수 있었다. 커피전문점의 소비행태에 관한 빅데이터의 활용 제약은 본 연구 의 한계와 직결되므로, 소비행태 빅데이터 기반으로 커피전문점의 입지 문제 정교하게 다루는 후속연 구가 필요하다.

본 연구는 상업 젠트리피케이션의 과정을 일반과 프랜차이즈 커피전문점의 시·공간 밀도 변화를 이용하여 탐색하고자 한다. 커피전문점은 높은 입지 가변성으로 상권의 형성과 발달을 파악하기에 효과적 업종이기 때문에 상업 젠트리피케이션의 진행 단계를 직관적으로 설명하는 효과적인 지표의 역할을 할 수 있다. 본 연구에서는 먼저, 상업 젠트리피케이션을 경험한 사례 지역을 분석하여 커피전문점 밀도를 이용한 상업 젠트리피케이션 진행 단계 탐색의 가능성을 보여주었다. 다음으로 커피전문점의 상대 밀도와 밀도 비율을 추정하고 그 변화량을 기반으로 군집분석 방법을 적용하여 서울 전 지역을 대상으로 상업 젠트리피케이션 진행 단계를 구분하였다. 그 결과 상업 젠트리피케이션이 진행되었거나 진행 중인 지역과 기간을 효과적으로 추정 할 수 있었다. 더불어 커피전문점의 밀도를 이용한 상업 젠트리피케이션의 탐색은 인구·사회·경제적 변수들보다 더욱 상세한 시·공간 변화 탐색에 효과적이다.

This research was conducted to examine coffee shop customers’ preference and satisfaction by different types of promotion. Research samples ware adults with experience of any form of coffee shop promotion (n=209). Descriptive statistics, Chi-square, t-test and one-way ANOVA were used to analyze the relations among variables. Results showed that 'free coupon' was the most preferred ones. SNS was the most frequently used search method for coffee shop coupon promotion information. The most preferred event promotion was 'freebies', and preference levels were significantly different by age and employment status. 'Barista experience' was ranked highest in preference among cultural experience events. Drinking coffee was the most important purpose of visiting coffee shops, especially among unemployed, twenties, and women respondents. Coupon was evaluated the highest in usefulness and satisfaction among the three promotion methods. Event and cultural experience were preferred more by respondents in their twenties than those in their thirties. Results indicated that all promotion strategies are effective for increasing customer satisfaction and for inducing revisit. Findings also showed that preference for promotion was affected by customer characteristics such as age and gender. Therefore, coffee shops should consider using the most effective and attractive promotion strategy for their target market, while maintaining a consistent service quality level to fulfill customer expectation.

As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

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.

The purpose of this study was to investigate the effects of emotional-utilitarian motivation on coffee shop selection attribution. Based on a total of 276 samples obtained from empirical research, the results of the survey were analyzed by using SPSS 22.0. The results of this study were as follows. Firstly, the results of exploratory factor analysis of coffee shop selection attribution emphasized service, coffee quality, diversity of menu, atmosphere, convenience, and price. Secondly, the customers showed higher emotional motivation than utilitarian motivation. Thirdly, emotional motivation had a significant effect on perception of ‘service’, ‘coffee quality’, and ‘atmosphere’. On the other hand, utilitarian motivation had a significant effect on ‘service’, ‘diversity of menu’, ‘convenience’, and ‘price’.

This study aimed to examine the effects of transformational leadership on employees’ trust, perceived support from superiors, organizational citizenship behavior, and moderating effects of locus of control. Using the Amos program, this study tested reliability and fitness of the research model and verified five hypotheses based on empirical data from 233 employee samples in coffee shops. The result of this study shows that positive consideration and charisma of transformational leadership positively influenced employees’ level of trust toward superiors and perceived support from superiors. Trust had positive effects on promotion of organizational citizenship behavior of employees. Lastly, analysis of the moderating effect of locus of control showed that a lower level of extrinsic control and higher level of intrinsic control were both positively correlated with greater receptiveness to transformational leadership. The findings in this study identified several significant factors of employee effectiveness influenced by transformational leadership in the coffee shop industry. Limitations and future research directions are also discussed.

This study aimed to determine consumer satisfaction according to selection attributes of specialized coffee shops and also understand the effects of consumer satisfaction on recommendation intention and revisit intention. Through positive analysis, the study produced the following results. In the factor analysis of selection attributes of specialized coffee shops, there were six factors: ‘quality’, ‘brand image’, ‘economic feasibility’, ‘menu diversity’, ‘the atmosphere and convenience of the shop’, and ‘service’. Among these factors, ‘brand image’, ‘economic feasibility’, and ‘menu diversity’ were found to exert a significant influence on consumer satisfaction. Second, consumer satisfaction had a significant influence on recommendation intention and revisit intention. Third, consumer intention to revisit specialized coffee shops showed a significant influence on recommendation intention.

This study was conducted to analyze the differences in consumer behavior of coffee product according to monthly income in franchised coffee shop's consumer in Korea. A total of 293 questionnaires were used out of the 330 that had been distributed for analysis; those that lacked reliability were excluded. Frequency, ANOVA, and Duncan's multiple range test was conducted to analyze the hypotheses of the study. The findings are summarized as follows. There were significant differences in consumer behavior with regard to seeking health, eco-friendly products, product brand, and product taste as well as preferred coffee menu and coffee consumption expenditures. High income consumers rather than low income groups showed much higher score for concerning health, concerning diet, concerning calorie, concerning instant, concerning caffeine and concerning nature, organic in coffee consumer behavior. In amount spent on purchasing coffee products according to income, low income consumers rather than high income groups had much higher financial expense burden.

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

The coffee industry has grown very fast ever since international coffee brands were launched in the 1990's. Recently, consumers have begun to focus on coffee produced ethically. This phenomenon is due to ethical-consumption consciousness, which consists of three factors, emotional value, social value and function value. Most studies on this topic have focused on consumers who purchase fair-trade coffee. Thus, this study is novel in its focus on baristas who sell fairtrade coffee in their shops as well as differences from former studies. The three factors of ethical-consumption consciousness of baristas affected the sale of fair-trade coffee, except for the function value. Therefore, the sale of fair-trade coffee could be influenced by ethical-consumption consciousness of baristas. This study shows that education of baristas can promote the sale of fair-trade coffee. However, there are limitations as it only researched coffee brands ranked in the top 5, so further studies will be required in the future.

This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (β=0.429) and "reliability" (β=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (β=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.

The aim of this study was to provide strategic implications for the coffee market in which competition got severer through IPA analysis based on the attributes of selection of a specialized franchise coffee shop. The results of a positive analysis conducted with undergraduates in their twenties were as follows: According to the evaluation of the importance of the attributes of selection of a specialized coffee shop, the most important were 'cleanliness and hygienic facilities inside the shop (6.09)' and 'taste and quality of the menu (coffee) (6.09)'. According to the performance analysis, those showing the highest performance were 'brand image (4.92)' and 'cleanliness and hygienic facilities inside the shop (4.92)'. According to the result of IPA analysis, what customers regarded as being the most important were 'taste and quality of the menu (coffee)', 'kindness of the staff', and 'cleanliness and hygienic facilities inside the shop', and, in fact, they showed great performances as well. However, 'price of the menu (coffee)' was regarded as being important but did not indicate a great performance; therefore, they showed dissatisfaction with it. Although they did not think 'environment around the shop', 'brand image', 'brand recognition' or 'interior size and scale of the shop' were important, the attributes did not appear to show great performances. Therefore, we need constant maintenance strate gies regarding the fact that consumers are considered to be very important for evaluation, and should make efforts to change the price in advance.

This study was designed to provide practical environmental marketing data by measuring the effect of environmental marketing on customer loyalty and trust at coffee stores. The results were obtained by empirical analysis and are summarized as follows. The first hypothesis, the effect of environmental marketing on consumer trust at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on consumer trust. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust. Especially, facilities was the highest. The second hypothesis, the effect of environmental marketing on customer loyalty at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on customer loyalty. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on customer loyalty. Especially, facilities was the highest. The third hypothesis, the effect of consumer trust on customer loyalty at coffee stores, showed that consumer trust at coffee stores had a statistically significant positive effect on customer loyalty. Improvement of consumer trust by environmental marketing was an important factor in improving customer loyalty. As for these findings, price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust and loyalty. Consequently, these findings provide helpful information for coffee stores to plan environmental marketing strategies and establish direction, and they can be used for management activities.

The purpose of this study was to analyze the general characteristics of coffee house consumers as well as the importance and satisfaction of selection attributes of specialty coffee houses according to length of coffee education period. Applicants in the Gwangju and Jeonnam area who had finished their Barista 2 grade certificate examination participated in a survey on March 12, 2011. Further, university students living in Gwangju participated as subjects who had never experienced coffee education from March 15 to March 31, 2011. Two-hundred and one subjects participated in the survey, and 184 questionnaires were used for analysis. Regardless of coffee education experience, quality of coffee was important, but higher educated subjects showed the lowest satisfaction of coffee from a coffee house (p<0.01) in terms of attributes such as freshness of coffee beans (p<0.01) and overall taste (p<0.01). Further, subjects who received no or little education demonstrated high correlation between importance/satisfaction of 'brand' and 'employee' compared to subjects who studied more than 2 semesters. These results provide future coffee house entrepreneurs and baristas with market information and marketing strategies for understanding customers' coffee house selection attributes.

The purpose of this study was to develop definite and practical marketing strategies for coffee shop managers or preliminary founders through empirical analysis of the effects of desert menu quality characteristics a mainstay of coffee shop-on store choice and revisit frequency. The results of this study are summarized as follows. The results showed that the menu quality characteristics taste, price, hygienic conditions, and health had significant effects on store choice and repurchase frequency through customer satisfaction, whereas originality was rejected due to the lack of menu originality. Both shop choice and repurchase frequency through customer satisfaction were also significant. This suggests that there is a need for the development of a diverse desert menu to increase competitiveness, creation of new customers, and regular customer management.

This study analysed impact of service quality on customer satisfaction and loyalty in the take-out coffee shop. The switching barrier was also studied as a moderating effect. Particularly, this study focused on relationships between customer loyalty and switching barriers. A lot of previous studies interest only in customers satisfaction. This study also analysed relationships among service quality, customer satisfaction, switching barriers and brand loyalty. Eventually, service quality significantly affects customer satisfaction, moderating effects, brand loyalty and marketing performance. SERVQUAL model which was established by PZB (1988) was used as a service quality factors. The impact on customer satisfaction was analysed using multiple regression analysis. Simple regression analysis was used to find effects of customer satisfaction and customer loyalty. Additional factors of switching barriers was classified based on previous studies. Hierarchical multiple regression analysis was used to find factors of customer loyalty among switching barriers. In the result, we can find that the importance of tangibles, responsiveness in service quality factors and contract cost, search cost and continuous cost in moderating effects.