커피전문점 선택속성이 만족, 재방문 및 장기지향성에 미치는 영향 -프랜차이즈 커피전문점과 개인 커피전문점의 차이를 중심으로-

Franchise coffee shops featuring high -priced premium coffees have recently formed a new trend recently as low pri ce coffee chains appear in the market. Coffee shop markets are getting more heated up due to the growing number of individual specialty coffee shops th at differentiate themselves from others in terms of coffee beans and menus. This study aims to identify how consu mers perceive the selection properties of these specialty coffee shops and fr anchise coffee shops. Additionally, we would like to understand the difference in the influence of choice attributes on behavior such as customer satisfaction, revisit intention, and long-term orienta tion. The choice attributes of coffee sh op selection consisted of coffee quality, physical environment, price value, bra nd, and relationship. Analysis shows that the assessment of privately owned specialty coffee shops is significantly higher than those of franchise coffee shops, for all variables except physical environmental factor. Also, differences in the effects of the choice attributes on revisit intention, and long-term orie ntation have been observed. Based on the difference found in the study, the practical implications were suggested.