A Study on Satisfaction of Coffee Shop: focused on Yeongwol

Abstract

This study analyzed the satisfaction of coffee shop in Yeongwol of Gangwon-do aimed at its residents. Sociodemographic characteristics, actual use and satisfaction of customers were researched and influence variable on satisfaction of customers was identified based on existing research. Total 180 copies of questionnaire were distributed aimed at customers of coffee shop in Yeongwol from September 19th to October 17th. Unreliable response were deleted from 200 copies of questionnaire and then 156 copies were analyzed using statistical program SPSS for Win. 29.0. First, the frequency analysis was conducted to identify sociodemographic characteristics of subjects. Second, exploratory factor analysis was conducted to verify its validity and reliability of used measurement tool, and Cronbach’α value was derived. Third, the average and standard deviation were calculated and correlation analysis was conducted to identify the characteristics of goods, service, atmosphere and customers’ satisfaction. Also, independent t-test and one-way analysis of variance(ANOVA) were conducted and then Scheffe test was conducted. Fourth, the multiple regression analysis was conducted to research the influencing relationship between goods, service, atmosphere and customers’ satisfaction. The result of this study is as follows. As the quality of goods and service in coffee shop, the customers’ satisfaction gets higher. Thus, steady development of menu is necessary to improve the quality of goods, and employee training and internal guidance for the improvement of service should be prepared to provide standardize service.