저가형 커피프랜차이즈 전문점의 지각된 품질이 고객만족, 재방문의도에 미치는 영향에 관한 연구

This study investigated the impact of perceived quality, including service quality, menu quality, and physical environment, on customer satisfaction and revisit intention in a low-cost coffee franchise store. The study found that the service time and promptness of service by the staff, as well as the cleanliness of the indoor environment, significantly affected customer satisfaction. The temperature of the coffee, price, and menu quality were also found to have significant results on customer satisfaction. The convenience of the entrance space, coffee ordering space, and takeout space, as well as the attractiveness of the exterior signage, were found to significantly affect customer satisfaction. Finally, customer satisfaction was found to significantly influence revisit intention. The study concluded that low-cost coffee franchise stores should offer customized services based on the diverse needs of customers and analyze them thoroughly to achieve customer satisfaction. This, in turn, leads to revisit intention, indicating the need for a virtuous cycle that reflects various demands.