한국 프랜차이즈 커피전문점의 서비스품질이 고객만족 및 재방문의도에 미치는 영향: 몽골 진출 한국 커피숍 브랜드를 중심으로

The purpose of this study is to investigate how service quality affects customer satisfaction and intention to revisit in order to analyze the success factors of Korean franchise coffee shops in Mongolia. The specific purpose of this study can be summarized as follow. First, This study investigates the effects of service quality variables such as human service quality, beverage quality, accessibility, menu diversity, physical environment, and facilities on customer satisfaction and revisit intention. Second, the study aims to analyze the interaction effect of brand globality in the relationship between service quality and customer satisfaction. For the purpose of empirical study, an online survey has been conducted from April 1, 2020 to May 1, 2020 for Mongolian citizens who use Korean coffee shops in Ulaanbaatar, Mongolia.. Based on the survey, a regression analysis has been conducted to empirically analyze the effect of service quality on customer satisfaction. As a result of the analysis, it was found that human service quality, accessibility, menu diversity, physical environment, and facilities, excluding beverage quality composed of the sub-dimensions of service quality, had a significant positive effect on customer satisfaction. And customer satisfaction was found to have a significant influence on the intention to revisit. As results of interaction analysis for investigating interaction effect of brand globality inbetween service quality and customer satisfaction, brand globality was found to have a significant interaction effect in the relationship between sub-dimensions of service quality(beverage quality, accessibility, menu diversity, physical environment, and facilities) and customer satisfaction. However, it did not show significant interaction effect in the relationship of human service quality and customer satisfaction.