버블티 전문점 DINESERV의 재이용 의도의 영향에 대한 탐구

초록

DINESERV is commonly employed theoretical framework to examine customers in the food service area. Given the accountability, this study used DINESERV to investigate the characteristics of bubble tea store customers. As the research domain, this study adopts Gongcha which is the best bubble tea brand in Korea. The dependent variable of current research is reuse intention. Five attributes are derived from DINESERV, and these are food quality, price fairness, atmosphere, convenience, and employee service. For the test of hypotheses, this study employed survey instruments. The data collection was performed by Google survey program. The number of observation is 211. Also, this study performed statistical analysis to examine the data, which includes frequency analysis, exploratory factor analysis, reliability test, correlation, descriptive analysis, and multiple regression analysis. Regarding the results, five attributes appeared as positive and significant to account for the reuse intention of bubble tea store. Moreover, the results showed that food quality as the most influential attribute to account for reuse intention. This study contributes to the literature by demonstrating the accountability of DINESERV in the area of bubble tea store. Given the results, this research presents the practical implication for the management of bubble tea business.

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