중소형 프랜차이즈 커피전문점의 마케팅믹스활동이 소비자의 만족 및 행동의도에 미치는 영향: 대학생을 중심으로

The purpose of this study is to: verify the effects of customers' perceived marketing mix activities on customer satisfaction and behavioral intention, explore the influence of customer satisfaction on behavioral intention, and provide preliminary data for the effective coffee house management. The questionnaire was distributed from March 2nd to 31st in 2015. Of the 300 distributed questionnaires, 264 copies were used for the statistical analysis. To analyze the data, five statistical analysis methods using SPSS 18.0 were conducted (e.g. frequency analysis, reliability test, exploratory factor analysis, pearson correlation coefficient, and multiple regression analysis). The findings are as followed; First, it appeared that product and place showed a positive significant effect on customer satisfaction. Second, product, price, promotion showed a positive significant effect on behavioral intention. Third, customer satisfaction showed a positive significant effect on behavioral intention. This study concludes that the quality of coffee is the most important factor in managing a successful middle-scale coffee house. These results will help the manager and owner successfully manage the middle-scale franchised coffee house by encouraging management to choose the appropriate partner who can supply the qualified coffee. Limitations and future directions were also discussed.