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首页> 外文期刊>Journal of the Korean Society of Food Science and Nutrition >Comparison of service quality between local and global coffee brand shops.
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Comparison of service quality between local and global coffee brand shops.

机译：比较本地和全球咖啡品牌商店之间的服务质量。

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摘要

The service quality between local and global coffee brand shops was compared and improvements investigated. Of 350 questionnaires distributed to customers of 6 brand coffee shops (3 local brands, 3 global brands) located in Daejeon, Korea, 330 complete questionnaires (94.3%) were analyzed. The questionnaire included a seven-point multiple-item scale for measuring service quality. The 21 items measuring service quality were grouped into 4 factors. The mean scores for the levels of "representativeness", "coffee sensory and beverage features", "employee attitude" and "physical environment" were 5.42, 4.77, 4.74 and 4.13, respectively. The scores for "coffee sensory and beverage features" and "employee attitude" of high income customers were significantly lower than those of low income customers. The results showed that the scores for "employee attitude" of local coffee brand shops was significantly higher (P = 0.050) than that of global coffee brand shops. Whereas, the levels of "representativeness" of global coffee brand shops was significantly higher (P = 0.003) than that of local coffee brand shops. The results suggest that global coffee brand shops should pay attention to internal marketing and local coffee brand shops must strive to improve service quality through strategies such as improving brand awareness and developing representative beverages and foods.
机译：比较了本地和全球咖啡品牌商店之间的服务质量，并调查了改进之处。在分配给位于韩国大田的6个品牌咖啡店（3个本地品牌，3个全球品牌）的客户的350份问卷中，分析了330份完整问卷（占94.3％）。该问卷包括一个用于衡量服务质量的七点多项目量表。衡量服务质量的21个项目分为4个因素。 “代表性”，“咖啡感官和饮料特征”，“员工态度”和“身体环境”水平的平均分分别为5.42、4.77、4.74和4.13。高收入客户的“咖啡感官和饮料功能”和“员工态度”得分明显低于低收入客户。结果显示，本地咖啡品牌商店的“员工态度”得分明显高于全球咖啡品牌商店的“员工态度”得分（ P = 0.050）。而全球咖啡品牌商店的“代表性”水平明显高于本地咖啡品牌商店（ P = 0.003）。结果表明，全球咖啡品牌商店应注意内部营销，本地咖啡品牌商店必须通过提高品牌知名度和开发代表性饮料和食品等策略来努力提高服务质量。

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