프랜차이즈 커피전문점과 로컬커피전문점 간의 서비스품질에 대한 비교 연구

This study was conducted to identity the relationships among various service quality factors which are coffee quality, physical quality, assurance and reliability from coffee shop customers. Survey was distributed in three major city in South Korea. Total 450 survey was distributed, and 400 participants were employed for further statistical analysis. SPSS 23.0 and AMOS 23.0 Statistical analysis tool was used for this study. Four service quality factors were extracted, and measured using 12 questions. According to the result of current study, three factors, which are coffee quality, physical quality and reliability, out of four factors have influenced on experiential value. Specifically, physical quality was the most critical factor of experiential value. In addition, same three factors were identified as significant elements of revisit intention, and the food quality has been verified as the most important antecedent factor of revisit intention. At the last. present study has been confirmed the moderating effect among the formulated relationships. Specifically, the two paths (One is physical quality and experiential value, the other one is food quality and revisit intention) were found the moderating effect depend on the type of coffee shop which is franchise coffee shop or local coffee shop. In sum, this study will contribute to provide significant results and some practical implications in both academia and the coffee shop business.