브랜드 커피전문점의 서비스품질이 고객만족과 미래행동의도에 미치는 영향

The Effect of Branded Coffee Chain’s Service Qualities on the Customer Satisfaction and the Future Behavior Intention

This study aims to conduct an empirical study on the effect of service qualities in the branded coffee chain market. Our proposed model incorporates elaborated elements based on the review of the previous literatures. These elements include the service qualities, the customer satisfaction, the repurchase intention, and the recommendation intention, are measured by DINESERV. A total 262 usable responses of the customers who had ever experienced the branded coffee chains were analyzed by using covariance structure model. The major findings from this study are as follows: (1) it showed that the factors of service qualities(tangibles, reliability, responsiveness, and empathy) affected the customer satisfaction positively, where the assurance didn’t. (2) it was confirmed that the customer satisfaction affected the repurchase intention and the recommendation intention significantly. These results have implications both for theory and management practice.