스타벅스 커피전문점의 한국과 미국 소비자 충성도의 선행요인에 대한 연구

초록

Coffee service is globally growing market domain, and it appears as similar manner in the Korean market. Coffee service becomes more popular in the food service domain, and it causes more competition. In this condition, it is essential to understand the consumer characteristics. Hence, the purpose of this research is to examine the determinants of revisit intention and recommendation in the coffee service domain. This research chooses Starbucks as the research domain. This study has four explanatory attributes to account for revisit intention and recommendation. The elements include price fairness, taste, waiting, and brand awareness. This research collected the data using survey. The survey participants are domestic and American consumers, which aims to enhance the generalizability of research outcomes. This study has 395 observations for the data analysis. This study uses statistical tools for the data analysis, and these are frequency analysis, correlation, and exploratory factor analysis, reliability test, and multiple regression analysis. Considering results, the price fairness, taste, and brand awareness are positively associated with both revisit intention and recommendation with significance. However, the waiting time is only negatively associated with revisit intention with significance. Additionally, this research presented the difference between Korean and American Starbucks consumers with regard to the loyalty.

키워드