서비스품질, 고객가치, 고객만족과의 관계

The Relationship between Service Quality, Customer Value, Customer Satisfaction: With Focus on Roaster Specialty Coffee Houses

This research attempted to explore what are the factors for raising service quality specifically for roaster coffee houses. For this end, measurement tools were formed based on conceptual research results from the existing specialty coffee houses and former empirical research, with factors suitable for the purpose of this research categorized, so that the effects of service quality on customer value and customer satisfaction could be analyzed. A questionnaire survey was conducted from March 21, 2014 to April 4, 2014 on 248 customers, all of whom more than once visited a total of 17 roaster coffee houses, located in the Seoul, Gyeonggi, and/or Busan regions. The analysis was conducted on the questionnaires collected from this survey. The results of the analysis showed that two factors – personal customized service and diverse information about roasting – had significantly positive (+) effects on customer value, and three factors – personal customized service, provision of diverse information about roasting, and coffee roasting and hand drip – had positive (+) effects on customer satisfaction. Based on the above-mentioned research results, this research presents realistic implications that can promote sales and the degree of loyalty, with differentiated service strategies, for roaster specialty coffee houses.