커피전문점의 선택속성이 고객가치에 미치는 영향

• 영문명: A Study on the Effect of Coffee Shops’ Attributes on Evaluations of Customer Value with a Focus on the Moderating Effect of Customer Knowledge
• 발행기관: 관광경영학회
• 저자명: 홍경옥
• 간행물 정보: 『관광경영연구』제23권 제6호, 477~492쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.11.30

영문 초록

This study examines the effect of coffee shops’ attributes on value and empirically investigates the moderating effect of coffee-related knowledge in the relationship between attribute satisfaction and Customer Value. The results are expected to have meaningful implications for the coffee industry and academia. The results of the empirical analysis are as follows. The analysis examined the effects of satisfaction with six attributes of coffee shops on Customer Value; material and personal service, indoor atmosphere, and ancillary facilities were shown to have a significant effect. In contrast, promotional attributes, diversity, and accessibility showed no significant impacts. Because satisfaction with three of the six attributes showed a positive influence on Customer Value. The moderating effect of coffee-related knowledge on the relationship between satisfaction with the six attributes and Customer Value was tested using moderated regression analysis. Knowledge of coffee had a moderating effect on the influence of indoor atmosphere, promotional attributes, and diversity, but not on the effect of material and personal service, accessibility, and ancillary facilities. The theoretical implications of this study is to verify the effect on customer value by using customer knowledge as a control variable in the study of attributes on evaluations of coffee shops.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Coffee Shops Attributes on Evaluations Customer Value Moderating Effect Customer Knowledge