프리미엄 브랜드 커피전문점의 서비스 체험이 즐거움, 플로우 및 재방문의도에 미치는 영향

This study analyzed the relationships of premium brand coffee shops' service experiences, customers' pleasure, flow, and revisit intention to provide sustainable management strategies for domestic coffee shops that have reached a standstill. A total of 300 surveys were distributed to residents in the Seoulmetropolitan area, over twenty years old, and 263 surveys were used for the final analysis, excluding invalid responses. For the analysis, frequency and reliability analysis were performed utilizing the SPSS program, and the confirmatory factor and structural equation model analysis were performed utilizing the AMOS program. The findings can be summarized: First, among the three service experience factors of premium brand coffee shops, functional services and human services had a significant effect on customers' pleasure. Mechanic services, however, did not have a significant effect on customers’ pleasure. Second, customers' pleasure was shown to have significant effects on flow and revisit intention. Third, flow was found to have a significant effect on revisit intention. The limitations of this study can be summarized: First, samples' residence was concentrated in the Seoul metropolitan area. This limits the generalization of the results of this study. Future studies will require a consistent set of samples' residence. Second, of the six brands of premium brand coffee shops presented in this study, most of the samples were biased toward Starbucks. In this respect, there is a limit to generalizing the results of this study. In the future, the ratio of brands should be constant or it will be necessary to analyze only one brand.