烘焙咖啡店的物理环境和菜单质量对顾客满意度和再次光顾意向的影响

Min-Cheol Koo, Jung-Sook An, Yong-Seok Choi
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引用次数: 0

摘要

本研究旨在调查烘焙咖啡店的物质环境和菜单质量对顾客满意度和再次光顾意愿的影响。为了实现这些目标,我们在以往研究的基础上编制了一份调查问卷。共发放了 300 份问卷,在剔除 12 份问卷后,288 份问卷用于最终分析。结果如下:首先,烘焙咖啡店的物质环境对顾客满意度有明显的积极影响。第二,这些咖啡店的菜单质量也会对顾客满意度产生积极影响。第三,顾客满意度极大地影响了再次光顾的意愿。这项研究意义重大,因为它为个体经营者经营的烘焙咖啡店提供了理论材料,而此时国内咖啡店市场由于数量增长已达到饱和状态,这与对特许经营咖啡店的研究形成了鲜明对比。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Effects of Physical Environment and Menu Quality of Roastery Coffee Shops on Customer Satisfaction and Revisit Intention
The purpose of this study is to investigate the impact of the physical environment and menu quality of roastery coffee shops on customer satisfaction and their intention to revisit. To achieve these objectives, a questionnaire was developed based on previous research. A total of 300 questionnaires were distributed, and after discarding 12, 288 were used for the final analysis. The results are as follow: First, the physical environment of roastery coffee shops has a significantly positive effect on customer satisfaction. Second, the menu quality of these coffee shops also positively affects customer satisfaction. Third, customer satisfaction significantly influences the intention to revisit. This study is significant as it provides theoretical material on roastery coffee shops operated by individual proprietors, at a time when the domestic coffee shop market has reached saturation due to quantitative growth, contrasting with studies on franchise coffee shops.
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