A Study on the Influence of the Selection Attributes of Coffee Shop on Customer Satisfaction and Customer Loyalty

Purpose In the situation of rapidly increasing coffee consumption, customers are choosing coffee shops by considering more and more factors, and it is necessary to study which selection attributes can make customers feel satisfied and increase customer loyalty in order for coffee shops to grow. Methodology A literature study was conducted by focusing on domestic and foreign journals, previous research papers, and books related to this research topic, and an empirical study was conducted to verify the relationship between choice attributes, customer satisfaction, and customer loyalty of coffee shops. Findings The results of this study are as follows. First, the hypothesis that the selection attributes of coffee shops will have a positive effect on customer satisfaction is partially accepted. Hygiene factor, coffee factor, and additional service factor have a positive effect on customer satisfaction, but the hypothesis that visual factor and eco－friendly factor have a positive effect on customer satisfaction is rejected. Second, the hypothesis that the selection attributes of coffee shops will have a positive effect on customer loyalty is partially accepted. The hypothesis that visual factors, coffee factors, and additional service factors have a positive effect on customer loyalty, but the hypothesis that hygiene factors and environmental factors have a positive effect on customer loyalty is rejected. Finally, the hypothesis that customer satisfaction in coffee shops will have a positive effect on customer loyalty was accepted. Implications The implications of this study are as follows. We attempted to theoretically systematize the selection attributes that can improve customer satisfaction and customer loyalty in coffee shops and verified them to reflect reality.