커피전문점 선택속성의 중요도와 성과가 고객만족에 미치는 영향

The Purpose of this study is to research the effects of importance and performance of coffee shop selection attribution on customer satisfaction . To test the hypotheses proposed, data were collected from 300 coffee main targets and analyzed with SPSS 20.0. IPA and Regression analysis(stepwise)were used to test the model. Main results of this study are indicated below. First, the results of IPA analysis is that Ediya coffee brand has performance scores and consumer attitudes scores higher than other coffee brands (Starbucks, Caffebene, and Angel-in-us). Second, the results of regression analysis is that outcome result(taste and temperature), physical evidence (atmosphere, an appropriate the brightness of the light), and service(reliable service, kindness of employee) has positive effect on customer satisfaction This research has several important theoretical and managerial implications and has several limitations.