고가・저가 가격수준에 따른 커피전문점의 서비스품질이 고객만족과 재방문의도에 미치는 영향 : 대구지역의 커피소비자를 대상으로

The purpose of this research is to analyze effect of service quality on customer satisfaction and revisit intention according to price level of the coffee brand, and to suggest an effective plan to be more competitive in a fiercely competitive market. For this purpose, a total of 400 questionaries were provided to customers whom have visited high-priced and brand and low-priced coffee shops in Daegu, from November 22 to 29, 2016. A total of 337 questionnaires were used for the final analysis. The data were analyzed by using SPSS 23.0 version to conduct a frequent analysis, exploratory factor analysis, reliability, correlation, regression analysis, and mediator regression analysis. Results are as follows. First, in both high-priced and low-priced brands, service quality showed the positive (+) effect on customer satisfaction. The encounter quality in high-priced brands and coffee quality in low-priced brands showed a higher effect. Second, in both high-priced brands and low-priced brands, customer satisfaction showed a meaningful effect on revisit intention. Third, in both high-priced brands and low-priced brands, customer satisfaction showed a partial mediator effect of service quality on the revisit intention. Based on the results, the implications were suggested in terms of strategic plan on the encounter quality and service quality for both high-priced and low-priced brands responding to the expected level of the customers.