The purpose of the study was to investigate university students' using coffee shop and to establish marketing strategies through Importance-Performance Analysis(IPA) of service quality. Questionnaires were distributed to 600 students in Jeonnam, 570 questionnaires were used final analysis. For statistical analysis, SPSS 20.0 was used to conduct the descriptive analysis, chi-square test, t-test, factor analysis and reliability test. The result of this study revealed the average cost 4140 won of using coffee shop, staying time was 65 minutes per once, 6.03 times visit a month. University student pointed out most importance factor was 'human service' and 'physical environment' also bad performance were 'Representativeness' and 'Physical environment'. The importance and performance levels of service quality of coffee shop were significantly different (p<.001). Through this study it can be concluded that understanding the customer perception of coffee shop is the preliminary data for effective marketing strategies to improve the business performance. This result suggests that coffee shop should have improve convenience 'human service' also 'physical environment' (more space, enough chair/table) for customer satisfaction.
I. 서론
II. 이론적 배경
III. 연구방법
IV. 연구결과
V. 요약 및 결론
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