커피전문점 만족도 연구

A Study on Satisfaction of Coffee Shop: focused on Yeongwol

본 연구는 강원도 영월지역 커피전문점을 이용한 지역주민을 대상으로 커피전문점에 대한 만족도를 분석하였다. 기존의 문헌자료 연구를 바탕으로 커피전문점에 대한 인구사회학적인 특성, 이용실태, 고객 만족도를 살펴보고, 고객 만족도에 영향을 미치는 변수를 파악하였다. 설문조사는 영월지역 커피전문점을 이용한 고객을 중심으로 2022년 9월 19일부터 10월 17일까지 총 180부를 배포하였다. 설문조사를 위하여 배포한 180부 중 불성실하게 응답한 자료를 제외한 156부를 통계프로그램인 SPSS for Win. 29.0을 사용하여 분석하였다. 본 연구결과 커피전문점의 상품과 서비스의 수준이 높을수록 고객 만족도가 높았기 때문에 상품의 질을 높일 수 있도록 꾸준한 메뉴개발이 필요하고, 서비스의 수준을 높일 수 있도록 직원 연수 및 내부 지침을 마련하여 표준화된 서비스를 제공해야 한다.

This study analyzed the satisfaction of coffee shop in Yeongwol of Gangwon-do aimed at its residents. Sociodemographic characteristics, actual use and satisfaction of customers were researched and influence variable on satisfaction of customers was identified based on existing research. Total 180 copies of questionnaire were distributed aimed at customers of coffee shop in Yeongwol from September 19th to October 17th. Unreliable response were deleted from 200 copies of questionnaire and then 156 copies were analyzed using statistical program SPSS for Win. 29.0. First, the frequency analysis was conducted to identify sociodemographic characteristics of subjects. Second, exploratory factor analysis was conducted to verify its validity and reliability of used measurement tool, and Cronbach’α value was derived. Third, the average and standard deviation were calculated and correlation analysis was conducted to identify the characteristics of goods, service, atmosphere and customers’ satisfaction. Also, independent t-test and one-way analysis of variance(ANOVA) were conducted and then Scheffe test was conducted. Fourth, the multiple regression analysis was conducted to research the influencing relationship between goods, service, atmosphere and customers’ satisfaction. The result of this study is as follows. As the quality of goods and service in coffee shop, the customers’ satisfaction gets higher. Thus, steady development of menu is necessary to improve the quality of goods, and employee training and internal guidance for the improvement of service should be prepared to provide standardize service.