This study aims to empirically investigate the key determinants influencing consumers' repeat visit behavior in the rapidly evolving Korean coffee shop market. Previous studies have predominantly focused on attitudinal variables such as customer satisfaction and loyalty, leaving gaps regarding concrete and measurable behavioral outcomes like visit frequency. Addressing this gap, the current research emphasizes visit frequency as a practical behavioral indicator of consumer-brand interaction. An online survey was conducted with 500 Korean adults who had visited coffee shops at least once within the past year. The dependent variable was set as the average monthly visit frequency, while independent variables consisted of five core attributes identified from previous studies: staff service, customer benefits, service consistency, physical environment, and coffee quality, each measured using a 5-point Likert scale. To accommodate over-dispersion and exclude non-visitors (zero counts), a truncated negative binomial regression model was employed for analysis. Results revealed that among the examined attributes, only service consistency demonstrated a statistically significant positive effect on visit frequency. The findings of this research contribute theoretically by extending the scope of consumer behavior research from attitudinal measures to concrete behavioral indicators and introducing a sophisticated econometric approach. Practically, the results suggest that coffee shop operators should prioritize service consistency as a critical strategic element to enhance customer retention and repeated patronage.
Yoon et al. (Sun,) studied this question.