브랜드 커피전문점의 서비스품질 및고객 만족도의 관계: 중국 베이징 지역 중심으로

The purpose of this research is to explore the relationships among service quality’s fivefactors(i.e., tangibles, reliability, responsiveness, empathy, and assurance) and customersatisfaction. The study used convenience sampling and selected certain consumers who visitedcoffee shop in BeiJing, China. Total 300 questionnaires was distributed and 18 unsuitabledata were excluded for data analysis. These data were tested using SPSS 21.0. The resultsof this study are summarized as follows. First, the result of the relationship between coffeeshops’service quality and customer satisfaction reveals that two of 5 service quality factors(i.e., assurance and empathy) had a positive effect on customer satisfaction only, and otherservice quality factors (i.e., tangibles, reliability, and responsiveness) had no positiveinfluence on customer satisfaction. Limitations and future research directions of the studywere also discussed.