대학 내 커피전문점에 대한 소비자의 요구도와 만족도

Consumers’ Needs and Satisfaction of a Coffee Shop Located on University Campus

This study examined how much consumers were satisfied and what their needs were for a coffee shop located on a university campus. Also, it was examined what factors were influencing the satisfaction of a coffee shop located on a university campus. The questionnaire survey method was conducted and 194 university students who had experiences visiting a coffee shop located on university campus in Cheongju, were selected. For the statistical analysis, descriptive analysis, factor analysis, t-test and ANOVA were used by the SPSS 14.0 program. The findings were as following: First, consumers’ overall satisfaction with a coffee shop located on a university campus was near mid-point. Second, the most important factor for consumers’ satisfaction of a coffee shop on university campus were location. And, price, taste, and various product options followed. Third, consumers’ needs for a coffee shop on a university campus were composed of three factors: interior circumstance, service, and attendant circumstances. The most important out of these three factors was the service factor (m=3.89). Fourth, consumers’ satisfaction for the coffee shop on a university campus was composed of four factors: interior circumstance, service, ease of access, and brand loyalty. Furthermore, ease of access was found to be the most important factor (m=3.98).