Factors of customer's preference of visiting coffee shop in South Korea

• Main Authors: Siti Aisyah Muhammad, Sungplee
• Format: Non-Indexed Article
• Published: IJSBAR 2015
• Online Access: http://discol.umk.edu.my/id/eprint/8201/; http://gssrr.org/index.php?journal=JournalOfBasicAndApplied&page=article&op=view&path%5B%5D=4929&path%5B%5D=2655

Coffee shop is currently a most rapid developing business in the world and become a famous trend in foodservices. South Korea‘s per-capita coffee consumption is five times greater than Asia-Pacific regions and the total coffee market is valued at about $3 billion in 2014. Although various style and themes sprung up throughout years, not all coffee shops survive. Thus, this research will explicitly determine the factors prior to choosing the coffee shop. It will be conducted mainly according to the physical environment in order to examine the relationship between the factors and customer’s preference. The semantic differential method and structural equation model were applied to answer the aims of this research. The results and findings of the case study and analysis show that there are six factors contributing to customer’s preference of a coffee shop. The relationship of the factors has been analyzed and it is concluded that Impression and Behavior, as mediating factors, have prominently influenced the customer’s preference.