A Comparative Study on the Determinants of Customer Satisfaction, Revisit Intention and Word-of-mouth between STARBUCKS and DAVINCI: Focusing on the Transformative SERVQUAL

김기진,; Seoungtaejong,

doi:10.20878/cshr.2011.17.1.002002002

culinarysciencehospitalityresearch

2011

DOI: 10.20878/cshr.2011.17.1.002002002

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A Comparative Study on the Determinants of Customer Satisfaction, Revisit Intention and Word-of-mouth between STARBUCKS and DAVINCI: Focusing on the Transformative SERVQUAL

김기진 김기진¹,

Seoungtaejong Seoungtaejong²

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Cited by 3 publications

References 11 publications

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An Analysis of Coffee Demand System in Korea using AIDS

이명환¹,

정군오

2014

Journal of the Korea Academia-Industrial cooperation Society

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This study is to estimate a demand of coffee in Korea. And based on assumed data, this study is to investigate price elasticity, income elasticity and cross-price elasticity of coffee demand. The data used in this study is the household income and expenditure survey micro data (2003~2012) provided by the National Statistical Office. And LA/AIDS model and SUR method were utilized in order to forecast coffee demand. As a result, price elasticity and income elasticity are found to be correspond with economic theory as they were assumed to -0.259, 0.455 respectively. Meanwhile, it indicated characteristic of essential good by showing negative (-) income odds ratio estimate. When it comes to cross-price elasticity of coffee and cigarette, it was found to be a complementary relation as its cross-price elasticity was assumed to -0.121. Besides, it was found that male consume more coffee than female, while people in their age of 50s consumes mostly. In conclusion, this study suggests necessity of reconsidering coffee as important goods when Consumer Price Stabilization Policy is determined, as coffee shows characteristic of essential goods which is inelastic.

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An Analysis of Coffee Demand System in Korea using AIDS

이명환¹,

정군오

2014

Journal of the Korea Academia-Industrial cooperation Society

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Influence of Coffee Education on Importance and Satisfaction of Coffee House Selection Attributes in Gwangju and Jeonnam Area

Khil¹

2012

Journal of the Korean Society of Food Culture

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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.

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Effect of Brand Awareness of Coffee shops on Switching Intentions, Purchasing Behavior, and Revisiting Intention

Kim¹,

Cho²

2014

Journal of the Korean Society of Food Culture

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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.

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A Comparative Study on the Determinants of Customer Satisfaction, Revisit Intention and Word-of-mouth between STARBUCKS and DAVINCI: Focusing on the Transformative SERVQUAL

Cited by 3 publications

References 11 publications

An Analysis of Coffee Demand System in Korea using AIDS

An Analysis of Coffee Demand System in Korea using AIDS

Influence of Coffee Education on Importance and Satisfaction of Coffee House Selection Attributes in Gwangju and Jeonnam Area

Effect of Brand Awareness of Coffee shops on Switching Intentions, Purchasing Behavior, and Revisiting Intention

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