로스터리 커피전문점의 선택속성이 고객만족 및 원두상품 구매의도에 미치는 영향

The Effect Choice Attributes of the Roastery Coffee Shop on Customer Satisfaction and Intent of Purchase of Roasted Bean Products effect on: Focusing on the Moderating Effect of Involvement

This study was conducted to find out the effect of controlling involvement between customer satisfaction, customer satisfaction, and intention to purchase coffee beans, as well as the impact of the optional attributes of rosters coffee shops on customer satisfaction and willingness to purchase coffee beans. The survey was conducted for one month from April 8, 2020 to May 8, 2020. 482 out of 500 copies were used for those who had used rosters coffee shops within the last 6 months, and the collected data were conducted using SPSS 22.0 for frequency analysis, factor analysis, reliability analysis, multi-recovery analysis, subbell test, and hierarchical regression. A multi-regression analysis on the mediating effects of customer satisfaction was conducted on the selective attributes of the roasterry coffee shop and the intention to purchase the coffee beans to confirm that the customer satisfaction had a partial mediating effect between the quality of coffee and the intention to purchase the coffee beans, and the effect of complete mediating between service and cleanliness and the purchase of the coffee beans products.