커피전문점 선택속성의 만족도에 기초한 점포 입지 및 고객특성별 세분화모형에 관한 연구

A Research on the Segmentated Model by Coffee Shop's Location and its Customer Characteristics Based on the Satisfaction of its Selection Attribute -In Case of the Northern-Central Region of Sungnam-

본 논문은 커피전문점 선택속성 만족도를 토대로 점포의 입지 및 고객특성에 의한 세분화 모형을 분석하고자 한다. 본 연구의 주요 결과는 다음과 같다. 첫째, 차우검정 결과, 성남시 중북부지역에서 커피전문점 상권을 분석하는 경우 입지 및 고객특성에 의한 세분화 모형이 필요하다. 둘째, 요인분석의 결과, 6개 요인(커피/서비스, 점포시설, 부가성, 입지, 영업, 승용차 이용편리성)이 커피전문점 만족도와 관련하여 통계적으로 유의미한 요인으로 작용하고 있음을 알 수 있었다.

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this research is to analyze the segmentated model by coffee shop's locations and its customer characteristics based on the satisfaction of its selection attribute. The data of the research were collected from the customers of the coffee shops in the northern-central region of Sungnam-si. (2) RESEARCH METHOD This study was focused on survey analysis. The data for the analysis were collected from the questionnaire. This research used the statistical analysis techniques such as basic statistics analysis, factor analysis, regression analysis and Chow-test. (3) RESEARCH FINDINGS This research showed that the results of Chow-test rejected the null hypothesis of identity for regression coefficients with regard to store location, gender, age, education, income and franchise/general coffee shop preference at the 5% significance level. 2. RESULTS The result of this research produced the following two findings. First, the segmentated model by location and customer characteristics, as a result of Chow-test, are needed in case of investigating the trade area of coffee shop in the northern-central region of sungnam city. Second, the results of factor analysis showed that the 6 factors such as coffee/service, store facility, additional characteristics, location, store management and car traffic convenience were statistically significant in regard to the satisfaction of coffee shop.