스페셜티 커피전문점의 서비스품질 개선 우선순위 및 고객만족지수에 관한 연구

초록

This study intended to provide significant insight for improving service quality of specialty coffee shops with cases of 10000lab and Starbucks reserve using Kano model and Potential Customer Satisfaction Index(PCSI index). The collected data via online survey were classified into five quality dimensions by applying it to a Two-dimensional Quality Model and we identified the Potential Customer Satisfaction Improvement Index(PCSI) through comparison with current customer satisfaction locations after calculating satisfaction and dissatisfaction coefficient. In the Kano model analysis, all service qualities of 10000lab were classified as indifference quality and for Starbucks Reserve, interior design is attractive quality, store cleanliness is properly quality, quick response and sanitary restroom are one dimensional quality and all other service qualities were classified as indifference quality. In the Timko analysis, only sanitary restroom was classified as attractive quality in the case of 10000lab, but Starbucks Reserve were different. The comparison of the PCSI Index showed that sanitary restroom and clean store were the top two priorities for 10000lab, while Starbucks Reserve showed comfortable chairs, sanitary restroom, mileage service, prompt response, and spacing between chairs in sequence. The lowest priority for improvement was the quality of the beans, followed by attractive interior design in Starbucks Reserve. Sanitary items ranked top were seen as a reflection of consumer expectations or needs for services related to COVID-19, suggesting that various variables should be taken into account in prioritizing improvements.

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