Brady와 Cronin의 위계적 서비스품질 모형(HSQM)을 활용한 커피전문점 고객의 지각된 서비스품질, 가치, 만족 및 행동의도 간의 관계 분석

초록

This study concerns interrelationships among service quality, perceived value, customer satisfaction and behavior intention of coffee shop. Data were collected from 243 customer at coffee shop in Seoul. In this study service quality of coffee shop has been classified into physical environment, interacting, result service quality. And perceived value, customer satisfaction and behavior intention were composed of single dimension. Results of the hypothesis inspection showed that result, interacting quality about coffee shop had influence on perceived value and their satisfaction. And perceived value affected their satisfaction and behavior intention. Also it was found that customer satisfaction had positive effects on behavior intention. In conclusion, the service quality of coffee shop had impacts on perceived value, customer satisfaction and behavior intention and it turned out to enhance customer's behavior intention actively.

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