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KMID : 0665420170320050421
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Korean Journal of Food Culture
2017 Volume.32 No. 5 p.421 ~ p.436
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Effects of Chinese Resident's Perceptions of Quality Attributes on Customer Satisfaction, Revisit Intention and Recommendation Intention at coffee Shops in Beijing, China
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Li Miao Miao
Lee Young-Eun
Youn Do-Kyung
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Abstract
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This study was conducted to examine the effects of Chinese perceptions of quality attributes on customer's satisfaction, revisit intention and recommendation intention for coffee shops in Beijing, China. Subjects of this study included 200 customers who had visited a coffee shop at least once during the last year. Statistical analyses were performed using SPSS v23.0 and AMOS v21.0. In this study, the majority of customers visited a coffee shop once or twice a week with friends. Respondents preferred tall-sized warm coffee in the store. The coffee shop quality attributes of were derived from five exploratory factors identified upon analysis of 30 observational variables. It was important to maintain and strengthen the quality attributes of coffee shops in this area because IPA(Importance Performance Analysis) analysis showed that "Doing great, keep it well" part was a desirable area because it had high importance and performance. Finally, path analysis revealed that customer satisfaction was influenced by employee attitude and affected revisit intention and recommendation intention.
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KEYWORD
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Customer's satisfaction , revisit intention , recommendation intention , brand coffee shops , China
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