커피전문점의 3차원 서비스품질과 장기지향성과의 관계에 관한 연구

A Study on the Relationship between Three-Dimensional Service Quality and Long-Term Orientation in Coffee Shops

The purpose of this study is to focus on the service quality that coffee shops provide to customers and to analyze how the factors of service quality affect the long-term orientation. In order to differentiate from previous studies through literature review, this study measured service quality using a three-dimensional service quality measurement tool. This study analyzed the samples of 196 coffee shop users located in Cheonan area. SPSS package was used for analysis, frequency analysis was conducted, and multiple regression analysis was used to verify the validity and hypothesis through factor analysis. The results of the study are as follows: First, the interaction quality of service quality had a significant positive effect on long-term benefit and revisit intention. Second, the physical environment quality of service quality has a significant positive effect on long-term use benefits and recommendation intention. Third, among the service quality factors, the outcome quality had a significant positive effect on both long-term benefit, revisit intention and recommendation intention. Therefore, it is necessary for coffee shops to use the improvement of service quality as a survival strategy.