| Title |
How Franchised Coffee Shops get Customers to Revisit - A Case of Starbucks in Teheran-ro Area, Gangnam-gu, Seoul |
| Authors |
김신일(Kim, Shin-Il) ; 유민태(You, Min-Tae) ; 박태원(Park, Tae-Won) |
| Keywords |
프랜차이즈 커피전문점 ; 구성요소 ; 재방문의도 ; 회귀분석 Franchise Coffee Shop ; Component ; Revisit Intention ; Multi Regression Analysis |
| Abstract |
Franchise coffee shops are commercial spaces that induce consumers to revisit through brand identification, which involves brand names, trademarks, and similar shop layouts. This study analyzes the impacts on revisit intention focusing on the Starbucks franchise, which is continuously growing in the Korean market. The results show that older females have a higher intention to revisit. In addition, higher frequency of use indicates higher intention to revisit. Using factor analysis, this study finds five space components: identification, management, experience, convenience, and comfort. The analysis indicates that management, experience, and comfort have positive (+) impacts at statistically significant levels, while identification has a negative (-) impact. Convenience does not have an impact. The results present various implications for urban design, especially in terms of building and using attractive places. |