저가커피전문점 선택속성이 관계품질, 지각된 가치 및 행동의도에 미치는 영향

Effect of The Selection Attributes of Low-priced Coffee Shops on Relationship Quality, Perceived Value, and Behavior Intention

Recently, the domestic coffee market has emerged as a new market, and the low-priced coffee market has greatly emerged. However, the low-priced coffee market has also transformed into a market with fierce competition due to the continued entry of new coffee brands. As a result, coffee brands competing for survival in the low-priced coffee market are facing a situation in which a strategy to preempt a competitive advantage in the market is inevitably required. Therefore, in this study, the effect of the selection attributes of low-priced coffee shops on relationship quality, perceived value, and behavioral intention was examined, and the results and implications of the study are as follows. First, as a result of examining the influence of low-priced coffee shop selection attributes on relationship quality, service and cleanliness, excluding menu diversity, brand, store characteristics, and quality, affected relationship quality. These results imply that service and cleanliness are important factors in improving relationship quality in low-priced coffee shops, like roastery coffee shops and high-end coffee shops. Second, as a result of examining the influence of low-priced coffee shop selection attributes on perceived value, service, cleanliness, and brand, excluding menu diversity, quality, and store characteristics, were found to have the greatest influence on perceived value, and among them, service had the greatest influence. Third, as a result of testing the influence of relationship quality on behavioral intention, it had a positive effect, and the influence was found in the order of satisfaction, involvement, and trust. Fourth, as a result of examining the influence of perceived value on behavioral intention, it was found that perceived value had a positive effect on behavioral intention. These findings indicate that customers basically try to maintain a long-term relationship with coffee shops when they feel the expected level of a product or higher value, and increase their revisit and recommendation intention.