A Study on the Effect of Customer Habits on Revisit Intention Focusing on Franchise Coffee Shops

Abstract

As the economy grows in South Korea and the needs of consumers become increasingly diversified, various consumer markets are emerging. In this study, the reasons for customers’ intentions to revisit a franchise coffee shop were explored. Many researchers have found that customer satisfaction is a major factor in the intention to revisit, and the factors affecting this satisfaction have been presented as major research topics. However, in this study, in order to examine the consumers’ behavior toward revisit intentions, the results were analyzed by dividing the consumer data into a group of college students in their 20s and a group of office workers in their 30s and 40s. The results of this study found that in regard to customers’ habitual intentions to revisit, perceived product quality and brand awareness were more influential than service quality or the physical environment. In particular, before returning to a coffee shop, customers habitually recalled the coffee shop they wanted to revisit, suggesting that the taste of the coffee and the quality of the various products had a very important impact on their revisiting habits.