A Study on the Impact of Coffee Service Quality on Customer Loyalty

Abstract

In a coffee shop, the physical environment, the taste of the drink, the marketing, and the diversification of the menu provide choices for customers to visit and revisit decisions. Coffee consumers are buying based on factors that play an important role in their purchasing decisions among the unique characteristics of coffee. The selective characteristics of the younger generation with high coffee shop usage rates are likely to be different from those of the middle-aged and elderly. Coffee is a representative food service industry that satisfies human basic needs. Coffee consumers make purchase decisions based on the unique characteristics of each coffee shop. The selection characteristics of coffee shops, which are applied to the younger generation, whose use of coffee shops is relatively high, will be different from those of the middle and elderly generations. In addition to coffee, coffee consumers choose coffee shops for a variety of purposes, such as simple meals, study, work, and a comfortable rest area. To summarize the results of the empirical analysis of this study, first, it was confirmed that female college students in Busan are not affected by the physical environment in forming positive emotions and loyalty in relation to the service quality of coffee. Second, the previous study shows the same results as this study because it was not affected by physical and environmental factors in service quality. Third, in the case of a franchise coffee shop, customers must be able to participate emotionally, so a strategy to develop various service quality factors and continuously improve quality is needed. Fourth, since most of the customers who use coffee shops are in their twenties and many women go to college, managers should pay attention to the products and services they prefer.