프랜차이즈 커피전문점의 시장세분화와세분시장별 선택속성과 고객만족 차이분석 －서울 지역을 중심으로－

This study was to suggest effective strategic operation alternatives of a franchise coffee shops by segmenting the market with the visiting motivation analysis, analyzing the segment market based on choice attributes, demographic characteristics, and overall satisfaction. The summary of the study result is as follows; first, after analyzing factors of the visiting motivation, three factors —‘meeting place’, ‘snack and rest’, ‘atmosphere’ was deducted. Using these deducted factors, a cluster analysis was conducted to classify two market segments which were each named ‘passive visitor group’ and ‘active devotee group’. Second, as a result of the difference analysis of the choice attributes of each group, although interior, comfortableness and neatness, additional service, and price indicated significant differences between the groups, the difference for store location was comparatively insignificant. Third, as a result of analyzing the differences in demographic characteristics, the passive visitor group appeared to be mainly consisted of male college students in their 20s who spend about ￦200,000-500,000 a month. Also, the active devotee group was mainly consisted of females in their 20s in similar circumstances as the majority of the former group. Fourth, as a result of analyzing the differences in overall satisfaction, each market segments appeared to have a significant difference. In addition, the active devotee group turned out to perceive the importance of the choice attribute more highly than the passive visitor group did. These findings suggest that offering the customer-specific market segmentation and the differentiated services for each market segments is crucial for a franchise coffee shops to maintain their competitive advantage.