커피전문점의 인적서비스품질이 지각된 가치, 가격공정 성, 행동의도에 미치는 영향에 관한 연구

This study aims to verify the mutual organic relationship between personnel service quality of coffee shop and perceptual value, price fairness, and behavioral intention. In particular, it was studied the responses of customers depending on the personnel service quality, unlike previous studies focusing on existing physical environment and customer satisfaction. As the results, first, it was abstracted significant factors from personnel service quality, perceptual value, price fairness and behavioral intention through factor analysis. Second, as the result that regression analysis was conducted in order to find out how the factors of personnel service quality in the categorized coffee shop are related to perceptual value, emotional responses and behavioral intention, the personnel service quality of coffee shops had a partial impact on perceptual value and price fairness respectively, and perceptual values and price fairness showed significant effect on behavioural intention. Also, the personnel service quality of coffee shops showed significant effect on behavioural intention. Finally, based on these results, it was proposed implications in the theoretical and marketing perspectives and suggestions on the future direction of research.