In Korea, many coffee shops are distributed on the whole nation, as many as it’s called as Coffee republic, and there are also lots of individual coffee shops besides franchise coffee shops. If there was high proportion of mixed coffee as instant co... In Korea, many coffee shops are distributed on the whole nation, as many as it’s called as Coffee republic, and there are also lots of individual coffee shops besides franchise coffee shops. If there was high proportion of mixed coffee as instant coffee and coffee mix in the past, however a trend to prefer coffee shop to enjoy high quality coffee as an elegant rest space nevertheless high price, as coffee culture based on coffee bean is spreading. Therefore, this research aimed at researching customers’ satisfaction with individual coffee shops which directly roast and extract from coffee bean and sell coffee, and suggesting a development direction for improvement of satisfaction with coffee shop in figure. This research conducted a survey targeting the students and office workers who visited individual coffee shops mainly with Gwangju·Jeonnam area from August 1 to 20, 2016. As the empirical analysis, this research conducted a frequency analysis on demographic part and coffee use state respectively on office workers and students through SPSS 18.0 statistics package program, and investigated the research problem through ANOVA, T-test for difference verification in satisfaction on their demographic analysis and coffee use state for the factorial analysis and reliability analysis on satisfaction. As the result of the analysis, a difference appeared only in satisfaction with atmosphere on students in respect of gender, however no difference appeared in office workers. In respect of age, no difference appeared in satisfaction in both groups, and no difference appeared in satisfaction in students, however difference appeared in satisfaction with service in office workers. In respect of monthly income, students showed no difference in satisfaction, however office workers displayed difference in satisfaction with atmosphere, also, a difference appeared in satisfaction with service only in case of office workers based on marital status. In respect of number of use of individual coffee shops, no difference appeared in satisfaction in both groups, and in respect of daily average number of intake of coffee, students displayed difference in satisfaction with the product, while office workers did not display difference in satisfaction, also, in respect of the payment at coffee shop coffee, no difference appeared in satisfaction on students, while office workers displayed difference in satisfaction with product and service. In respect of the purpose of coffee shop use, difference appeared in product satisfaction only in case of office workers, and difference appeared in satisfaction with product only in case of students. In respect of information of individual coffee shop, only office workers displayed difference in satisfaction with atmosphere. Therefore, in respect of gender that prefers coffee shop, female prefers than male, and since students displayed difference in satisfaction with atmosphere according to gender, particularly, it was determined that female more frequently visit coffee shop, accordingly, the researcher considers that it is necessary to have interest in menu marketing targeting female customers or atmosphere marketing, etc., in order to have more customers visit coffee shop, also, office workers displayed difference in satisfaction with service and atmosphere in respect of education level, monthly income, and marital status. This implies that office workers consider service or atmosphere rather than product (menu) when selecting coffee shop, accordingly, it is necessary to focus on the staffs’ service training and the overall interior design of coffee shop. Difference appeared in satisfaction with product according to daily average intake number of coffee, a difference appeared in satisfaction with product along with stay time at coffee shop, in both groups, which implies that students are more interested in product (menu) than service or atmosphere. Therefore, it is necessary to develop low-priced and diversified menu for students, and in respect of the payment at coffee shop and the purpose of using coffee shop, only office workers displayed a difference in satisfaction with product (coffee). The researcher considers the purchase price and the reason of coffee shop use are mostly based on quality of product, accordingly, good quality product according to price should be prepared, which could be an opportunity for revisit by increasing office workers’ satisfaction by providing good quality coffee menu, also, in respect of information of individual coffee shop, office workers displayed difference in satisfaction with atmosphere, considering that the customers highly regard the atmosphere of coffee shop when choosing a coffee shop, it is considered that revisit or repurchase could be drawn when coffee shops well maintain exterior and interior design, and cleanliness, etc. ，免费韩语论文，韩语论文 |
