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Culinary science & hospitality research = 한국조리학회지, v.23 no.5 = no.88, 2017년, pp.77 - 86
라채일 (초당대학교 호텔조리학과)
AI-Helper
The purpose of this study is to investigate the impact of selection attributes of dessert cafes on experience value and revisit intention. A survey was conducted from June 3, 2017 to the June 27th, 2017 with dessert cafe users. Out of 200 responses collected, a total of 157 responses was included fo...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 디저트카페에서의 경험가치가 재방문의도에 유의한 영향을 미치는 것으로 알 수 있는 결과는 무엇인가? | 둘째, 디저트카페에서의 경험가치가 재방문의도에 유의한 영향을 미치는 것으로 나타났다. 이러한 분석결과로 볼 때, 디저트카페에서의 새롭고, 즐겁고, 행복한 경험은 다른 어떤 디저트카페보다도 우선적으로 이용하는데 중요한 역할을 할 수 있으며, 재방문뿐만 아니라, 타인에게 디저트카페를 적극 추천도 할 수 있을 것이다. 이렇게 경험가치는 재방문의도에 영향을 미침으로써 기업성과인 매출액 향상에도 도움을 줄 수 있을 것이다. 따라서 디저트카페를 이용하는 고객이 재방문할 수 있도록 고객의 경험가치를 향상시킬수 있도록 구체적인 마케팅 전략을 구축해야 할 것이며, 경험가치에 영향을 미치는 디저트카페의 고유한 메뉴 개발에 힘써야 할 것이다. | |
| 디저트카페란 무엇인가? | 커피 관련 용어가 혼용되고 있는 것은 커피가 오랜 세월을 거쳐 다양한 국가에서 중요한 기호 식픔으로 자리잡으면서 카페(cafe)는 역사적으로 축정된 공간이자 전 세계에 존재하고 있는 소통의 장으로 자리매김한 것이다(Ha, 2012). 따라서 디저트카페는 커피, 베이커리, 아이스크림, 차 등 다양한 종류의 디저트를 주 메뉴로 구성하여 고객들에게 제공하는 카페를 의미한다(Kim, 2013). | |
| 경험가치가 커피 전문점의 중요한 마케팅 요소로 주목받고 있는 이유는 무엇인가? | 성능이나 기능의 물리적 가치가 아니라, 상품과 서비스의 이용과정 경험으로부터 얻을 수 있는 감정적 가치를 경험가치라고 한다(Tanakazo, 2010). 최근 커피전문점을 방문하는 소비자들은 단순히 커피를 마시기 위해 상품으로써 커피를 구매하는 것 외에도 타인과의 만남, 스터디 공간 이용, 인터넷 사용, 혼자만의 시간 즐기기 등의 다양한 목적으로 이용하고 있어, 경험가치라는 부분은 중요한 마케팅 요소로 주목받고 있다(Yu & Fang, 2009). 기존의 경험가치에 관한 선행연구를 살펴보면, 커피전문점 VMD 중요도, 경험가치, 구매의도(Song & Jung, 2016), 커피전문점 선택요인과 지각(경험)가치, 만족 및 브랜드충성도(Zang & Kim, 2015), 중국 커피전문점 경험가치와 브랜드이미지, 감정반응, 재방문의도(Wan, 2017), 베이커리카페 이용객 라이프스타일, 경험가치, 만족 및 충성도(Kim, 2016), 중국관광객 레스토랑 경험가치와 만족(Ma, 2014) 등의 연구들이 주를 이루었으나, 디저트카페의 선택속성과 경험가치 간의 관계에 대한 연구는 매우 부족한 실정이다. |
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