수직적 동기에 따른 점포 선택 요인에 관한 연구 : 프랜차이즈 커피전문점을 중심으로

In accordance with the increase in the national income and leisure time, the market expansion of the coffee shops are becoming. This study, utilizing Maslow's needs categories, measured the satisfaction of each brand and also evaluated the impact of marketing mix as a result of their activities to consumers to provide products, services, and contextual quality. The study found completely contradictory results in the satisfaction to meet the needs for coffee shops between consumers seeking hedonic and utilitarian shopping value. The study also found that needs for respect influenced service quality while physiological needs affect product quality. And fulfilling safety needs influenced positively contextual quality whereas meeting belonging needs influenced negatively. Finally, product quality gave positive influence on service quality but had no direct impact on contextual quality. Only service quality had positive impact on contextual quality. This study utilizing Maslow vertical category, made an attempt to provide implications for practitioners who are responsible for developing brand and franchise stores by analyzing customers's store choice determinants and store satisfaction.