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 assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

사람들은 커피를 물 다음으로 가장 많이 마시는 어느새 생활의 필수 요소로 자리 잡아 가고 있다. 최근 커피전문점은 대형 프랜차이즈 업체들 그리고 자신만의 차별화된 아이템을 바탕으로 소규모 로스터리 커피전문점이 우후죽순처럼 생겨나고 있으며 거의 포화될 대로 많은 커피전문점 시장에서 과연 어떻게 살아남고 대응해야 할지 고려해 봐야 한다.따라서 본 논문에서는 미국, 유럽, 일본 등과 같이 우리나라에 비해 커피 산업 분야에서 한참 앞선 나라들의 커피 산업경향을 살펴봤다. 앞으로의 커피전문점은 경쟁력을 가진 업체만이 살아남을것이며 얼마나 고객들의 요구를 잘 충족하는지가 관건일 것이다. 따라서 경영자들은 소비자를 만족시키기 위해 커피 시장환경에 대응하고 발전시켜 나가야 할 것이다.