커피전문점의 평가속성이 고객만족 및 재방문의도에 미치는 영향-중국 프랜차이즈 및 독립 커피전문점을 중심으로

As the number of both well-known established coffee shop brands and independently owned coffee shops has increased in China, both franchise brands and independently owned shops have faced increased competition and fundamental change in the business environment. Such change includes an increased need to brand and market coffee shops, effort to improve competence of a service provider, and recognition of the need to improve in the coffee product quality. The research model in this study includes the hypothetical paths between three store factors: store image, service level of service provider and coffee product quality; customer satisfaction and customer intention to revisit. In addition to the above hypothetical paths, we considered the moderating effect of store types (franchise brands vs independently owned coffee shops). In the survey results collected from 252 of Chinese respondents, all hypotheses are accepted but the significances effect of integrity and favorable impression of service provider on customer satisfaction is not found. The moderating effect of how the menu variance impacts customer satisfaction between franchise brand and independently owned coffee shop was also not identified.