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KMID : 0665420120270020095
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Korean Journal of Food Culture
2012 Volume.27 No. 2 p.95 ~ p.104
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Effect of Coffee Shop’s Desert Menu Quality on Shop Choice and Revisit Frequency
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Kim Ji-Eung
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Abstract
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The purpose of this study was to develop definite and practical marketing strategies for coffee shop managers or
preliminary founders through empirical analysis of the effects of desert menu quality characteristics a mainstay of coffee
shop-on store choice and revisit frequency. The results of this study are summarized as follows. The results showed that the menu quality characteristics taste, price, hygienic conditions, and health had significant effects on store choice and
repurchase frequency through customer satisfaction, whereas originality was rejected due to the lack of menu originality.
Both shop choice and repurchase frequency through customer satisfaction were also significant. This suggests that there is a need for the development of a diverse desert menu to increase competitiveness, creation of new customers, and regular customer management.
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KEYWORD
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coffee shop, menu quality, customer satisfaction, shop choice, repurchase
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