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A Study on the Customer's Satisfaction in Take-Out Coffee Shop

The purpose of this study is to analyse customer's choice behavior, who are visiting the take-out coffee shops, and then to etablish the appropriate marketing strategy model by difference customer's characteristics. To test a proposed model of this study, survey was conducted by 221 customers from April 1st till 20th. And the collected responses were analyzed by using frequency analysis, factor analysis, t-test, one-way ANOVA with Duncan multiple range test, multiple regression analysis. The major results of this study proved that the demographics and personal condition of customers, and their behaviors were related to their satisfaction. And they had or not satisfaction because of the employee, menu, institution, image, external service of the coffee shops. And also they would like to visit there again or not because of them.