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커피전문점의 서비스 품질 및 서비스공정성이 고객만족 및 행동의도에 미치는 영향: 국내외 커피전문점을 조절효과로
Effects of Service Quality and Service Fairness of Coffee Brand on the Service Quality and Behavioral Intention: Domestic/Foreign Coffee Brand as Control Effects 원문보기

Culinary science & hospitality research = 한국조리학회지, v.23 no.4 = no.87, 2017년, pp.144 - 162  

김정애 (영남대학교 식품경제외식학과) ,  권용주 (영남대학교 식품경제외식학과) ,  변광인 (영남대학교 식품경제외식학과)

Abstract AI-Helper 아이콘AI-Helper

This research utilized integrated package program of PASW Statistics 18.0 and AMOS 22.0 to analyze how the influence of service quality factor of coffee chains affects customer satisfaction and intention of customer behavior. The utilized statistics techniques were frequency analysis, exploratory, c...

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핵심어 질문 논문에서 추출한 답변
서비스가 지닌 특징은 무엇인가? 서비스 품질은 제품과 달리객관적인 측정이 어렵고, 고객마다 주관적인 기준으로 무형의 것을 평가해야 하기 때문에 서비스 품질을 보는 관점과 접근 방법이 다양하여 명확하게 정의내리기가 어렵다(Seo & Lee, 2011). 서비스는 무형성, 비분리성, 이질성 등의 특징을 갖고 있어 서비스 품질을 이해하는 것이 어려우며, 서비스 품질을 이해하기 위해선 서비스가 갖고 있는 여러 특성을 고려해야 한다. 서비스 품질은 탐색적인 것보다 경험적 특징의 특성이 더 강하며, 서비스는 무형성, 비분리성, 이질성 등의 특징을 갖고 있다.
기업성공에 있어 서비스 품질이 매우 중요한 개념인 이유는 무엇인가? 서비스산업은 고객 태도 및 고객 행동과 이미지 형성에 직접적 영향을 미치는 요소로 나타났으며(Lee, Jo, & Lee, 2010), 많은 기업이 치열한 경쟁 속에서 살아남기 위해서 고객에게 제공되는 서비스 전략을 개선하기 위한 노력을 해왔으며, 많은 실증연구와 문헌에서 가장 중요한 서비스 전략 변수로 서비스 품질을 강조해온 것을 감안할 때, 기업성공에 있어 서비스 품질이 매우 중요한 개념임을 의미한다. 최근 서비스 산업의 발전과 함께 커피전문점업계는 경쟁이 더욱 치열해지고 있고, 특히 커피 시장은 강세를 보이면서 시장점유율을 확보하기 위해 서비스 품질(접근성, 전문성, 유형성, 대응성, 확실성) 향상에 많은 노력을 하고 있다(Seo & Lee, 2011).
본 논문에서 서비스공정성요인 중 접근성이 기각된 이유는 무엇인가? 이는 세부가설 중 접근성만 기각되었다는 사실은 서비스 품질과 공정성의 관계에서 접근성이 영향력이 약하다는 결과로 볼 수 있다. 결국 커피전문 점의 대형화 추세와 더불어 외곽지역에서 놀이방, 주차장, 편의시설 등을 갖춘 커피전문점을 이용하는 고객들이 늘어나면서 이런 결과가 나온 것으로 보인다. 따라서 커피전문 점을 이용할 때, 예전에 접근성이 좋아야만 이용하던 시대에서 외곽지역이라도 놀이방, 주차장, 편의시설 등이 좋으면 차량을 이용해 직접 찾아가서 커피를 즐기는 고객들이 늘어날 수 있다.
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