A Study on the Effect of Quality Characteristics of Coffee Shops on Repurchase

Abstract

Eating out is a daily life of modern people. Coffee is one of the representative dining areas that satisfy basic human needs. Recently, as awareness of health and well-being increases, the consumption trend of coffee is shifting to coffee beans. Therefore, despite the high price, popularized coffee beans are differentiated according to individual tastes and created a purchasing class that wants a special taste. Coffee shops are focusing on increasing the demand of high-quality consumers by specially introducing specialty coffee. The purpose of this study is to prove the effect of coffee service quality and menu quality on repurchase through relationship quality. This study was conducted on the general public in their 20s or older who used coffee shops, and SPSS 23.0 was used for basic statistical analysis, and the structural equation package Smart PLS 4.0 was used for hypothesis test. The empirical analysis results of this study are summarized as follows. First, the service quality of hypothesis Hl had a significant effect on the relationship quality. Second, the menu quality of hypothesis H2 had a significant effect on the relationship quality. Third, the relationship quality of hypothesis H3 had a significant effect on repurchase. Through this study, it was studied that the higher the quality of the relationship, the higher the repurchase of coffee shops by consumers.