The influence of menu quality on perceived value and recommendation intention at takeout coffee specialty restaurants

Objective:This study aims to examine the influence of menu quality on perceived value and recommendation intention by focusing on takeout coffee specialty shops in the entire coffee market. Method:This study conducted a convenience sampling survey on206 consumers who had experience using takeout coffee shops. Then, this study used SPSS 18.0 for a statistical analysis, including exploratory factor analysis and regression analysis. Results:Menu quality had a positive effect on perceived value, perceived value positively affected recommendation intention, and menu quality had a positive effect on recommendation intention. Implications:This study grasps the causal relationship between perceptions and attitudes formed through the consumption experience of menu quality. This study also provides basic data for marketing plan on the business operations of takeout coffee specialty shops.