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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.15 no.3, 2017년, pp.87 - 98
As the market for coffee chains becomes fierce, it is important for coffee chains to establish an enduring relationship with customers and encourage them to revisit their stores. Thus, it becomes important to understand consumers' repurchase decision-making mechanisms in the context of coffee chains...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
고객 만족이란 무엇인가? | 고객 만족은 고객들이 특성 제품이나 서비스를 경험한 뒤 느끼게 되는 전반적 감정적 평가로 정의된다[11]. 기대 불일치 이론에서는 실제 제품이나 서비스 성능이 사전에 인지된 성능과 비교하여 고객 만족을 형성한다고 알려져 있다[12]. | |
고객들의 재구매 의도를 형성하는 주요 요인 세 가지는 무엇인가? | 그래서 커피 전문점 고객들은 재구매 의사 결정에 대한 이해를 통해 고객들에게 차별화된 서비스 및 마케팅 전략을 수립해야한다. 본 연구에서는 고객들의 재구매 의도를 형성하는 주요 요인으로 고객 만족, 인지된 전환 비용, 후회를 고려하였다. 특히 커피 전문점의 후회 경험이 소비자들의 재구매 의사 결정에 미치는 영향을 살펴보고자 하였다. | |
서비스 인카운터 품질이 고객 재방문에 영향을 주는 이유는? | Fitzsimmons and Fitzsimmons[27]에서는 서비스 인카운터를 서비스 프로세스로 확대하여,서비스 전달 과정에서의 표준화, 일관된 품질을 강조하였다. 호텔, 레스토랑, 커피 전문점, 항공사와 같이 고객과 직원이 직접 대면하는 경우 서비스 제공 과정에서 상호 교류가 얼마나 효율적이고 즐겁게 이루어졌는지가 서비스 품질을 평가하는데 핵심적으로 고려된다. 비록 짧은 시간이지만 접점 직원과의 상호 작용에서 유쾌하고 즐거운 경험을 선사했다면, 고객들은 해당 서비스 기업에 대한 만족도가 높이지고 결국 재방문으로 이어질 것이다. Han and Ryu[28] 연구에서는 레스토랑에서 서비스 인카운터 행동이 고객 만족 형성에 핵심적인 요인으로 작용함을 보였다. |
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