Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
권호 표지
DOI QR코드

DOI QR Code

Korean and Chinese University Students' Importance and Performance Analysis for Quality Attributes by Coffee Type in Daejeon

대전지역 한국대학생과 중국대학생의 커피 유형별 품질 속성에 대한 중요도 및 수행도 분석

  • Kim, Hye-Young (Graduate School of Education, The Catholic University of Korea) ;
  • Chung, Hye-Kyung (Department of Nutrition Services, Gangnam Severance Hospital, Yonsei University College of Medicine) ;
  • Lee, Hae-Young (Department of Food and Nutrition, Sangji University)
  • 김혜영 (가톨릭대학교 교육대학원) ;
  • 정혜경 (연세대학교 의과대학 강남세브란스병원 영양팀) ;
  • 이해영 (상지대학교 식품영양학과)
  • Received : 2011.07.05
  • Accepted : 2011.08.19
  • Published : 2011.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purposes of this study was to investigate importance and performance for coffee quality attributes in Korean and Chinese university students by 3 types of coffee; coffee in coffee houses, coffee in vending machines and canned/bottled coffee. Survey was done for 360 students in Daejeon with developed questionnaires including general information, favorite type of coffee and 15 quality attributes of coffee. Finally, data from 168 Korean and 126 Chinese university students was used for statistical analysis by SPSS 18.0 package program. Results of this study were as follows: for favorite type of coffee, the rates of coffee in coffee houses, coffee in vending machines and canned/bottled coffee were 43.0% 34.8% and 22.2% in Korean students and 8.7%, 78.0%, and 12.2% in Chinese students, respectively. Comparing Chinese students and Korean students showed higher importance for several quality attributes of coffee in coffee house (p < 0.05), but lower importance for most quality-attributes of coffee in vending machine (p < 0.05) and canned/bottled coffee (p < 0.05). According to importance and performance analysis, strategies for increasing satisfaction were to improve 'price' of canned/bottled coffee in Korean students, and 'taste', 'volume', 'concentration' and 'variety' of canned/bottled coffee and 'freshness' of coffee in vending machine in Chinese students. These results suggested that differentiated marketing plans between Korean and Chinese university students should be needed in coffee industry.

Keywords

References

  1. Byun GI, Lee SY, Cho WJ (2009): Study on the importance and customer satisfaction of coffee-shop type according to the choice attributes by university students : Focused on Daegu. J East Asian Soc Dietary Life 19(4): 503-514
  2. Choi JO (2000): The current analysis of consumer behaviors using the coffee vending machine. MS thesis, Andong University, p.39
  3. Choi YS, Kim YT, Jhee OH (2009): A study on university students' coffee shop use in the Seoul area. Korean J Culinary Research 15(1): 287-295
  4. Green CG (1993): Using customer survey data to develop marketing strategies in college/university food services. J College & University Food Service 1(1): 39-51
  5. Ha KH (2010): Survey of Korean food acknowledgement and preference by Chinese students in Daejeon. Korean J Food & Nutr 23(2): 186-195
  6. Ha TS, Park MH, Choi YS, Sho SH (1999): A study on beverage consumption pattern associated with food and nutrient intakes of college students. J Korean Diet Assoc 5(1): 21-28
  7. Han ES, Rho SN (2004): An analysis of consumption and preferences of the Korean traditional drinks by women in different age groups. J East Asian Soc Dietary Life 14(5): 397-406
  8. Jiang L (2010): Comparison of salty taste assessment and eating behaviors among university students in Daegu, South Korea and in Shenyang, China. MS thesis, Kyungpook National University, pp.65-68
  9. Jung HY, Jeon ER (2011): Preference for Korean food and satisfaction of dormitory foodservice by Chinese students studying at Mokpo National University. J Korean Soc Food Sci & Nutr 40(2): 283-289 https://doi.org/10.3746/jkfn.2011.40.2.283
  10. Jung YW (2006a): A study on the factors of customer satisfaction and customer loyalty in coffee houses. Korean J Culinary Research 12(4): 1-17
  11. Jung YW (2006b): A study on the positioning strategy of coffee house. Hotel Management Research 15(1): 269-289
  12. Kang SY (2007): Coffee : Trends in 2006 and forecasting 2007. Food Industry 195(1): 37-45
  13. Khoe KI, Sul WS (2008): A study on the entering strategies of Korean traditional food in Chinese market. Korea Food Marketing Research 25(2): 125-152
  14. Kim HA (2008): Importance-performance analysis of service quality of in campus specialty coffee shop. J Korean Soc Food Sci Nutr 37(8): 1069-1078 https://doi.org/10.3746/jkfn.2008.37.8.1069
  15. Kim HB, Lee JW, Ro YJ (2007): Impacts of choice attributes on customer loyalty in the coffee-shop restaurant. J Foodservice Management 10(4): 237-252
  16. Kim HJ (2004): The survey of beverage preference and sales trends. MS thesis, Sookmyung Women's University, pp.8-9
  17. Kim KH, Kim KM (2010): A study on Chinese consumers' Korean food consumption behavior based on food-related lifestyle. Korea Food Marketing Research 27(1): 41-62
  18. Kim SS, Kim BK, Park JO (2006): Identification of selection attributions and assessment of brand equity of take-out coffee shops using conjoint analysis. J Foodservice Management 9(4): 49-69
  19. Kim WS, Oh KN, Lee YH, Cho KO (2002): Marketing strategy for service quality improvement of specialty Starbucks coffeeshop : A case study. J Foodservice Management 5(1): 3-22
  20. Kim YO (2003): A study on the choice attributes and customer satisfaction of a take-out coffee shop. Korean J Culinary Research 9(3): 141-154
  21. Ko JY, Seo HJ (2009): A study on the selection attribute of coffee consumer's. Hotel Resort Research 8(2): 23-41
  22. Korea Centers for Disease Control and Prevention (2008): The forth Korea National Health and Nutrition Examination Survey (KNHANES IV). Seoul, p.127, p.143
  23. Korea Joongang Daily (2007): Visiting specialty coffee shops that is hitting university campuses. Available from http://article.joinsmsn.com/news/article/article.asp?total_id=2675242 [cited 2011 June 20]
  24. Lee YN, Kim JY (2009): Differences in purchase behavior and choice attributes according to characteristics of specialty coffee shop customers. J East Asian Soc Dietary Life 19(2): 265-277
  25. Martilla JA, James JC (1977): Importance-performance analysis. J Marketing 37(1): 77-79
  26. Park KH, Yoon JH (2006): Coffee SERV : Multiple-item scale for measuring service quality of specialty coffee shop. J Foodservice Management 10(2): 249-265
  27. Seo GH, Shin MJ (2006): Importance and satisfaction with the service of Korean restaurants for Japanese and Chinese students in Korea. J East Asian Dietary Life 16(6): 753-762
  28. Shin SY, Chung LN (2007a): Analysis of customer perception for quality attributes according to consumers' coffee consumption types. Korean J Food Culture 22(6): 748-756
  29. Shin SY, Chung LN(2007b): The preference and frequency of beverages related to health factor in university students. Korean J Food Culture 22(4): 420-433
  30. Sohn KH, Lee MJ, Min SH, Lee HJ (2000): A study on the factors affecting the consumption of coffee and tea among female in Seoul. Korean J Food Culture 15(5): 398-412
  31. The Chosunilbo (2011): Private colleges lure poorly qualified Chinese students. Available from http://news.chosun.com/site/ data/html_dir/2011/04/04/2011040400188.html [cited 2011 June 20]
  32. The Korea Economic Daily (2003): 'A boom' of franchise store location in campus. Available from http://www.hankyung.com/ news/app/newsview.php?aid=2003051890411&intype=1 [cited 2011 June 20]

Cited by

  1. 국내 한국인 및 중국인 대학생의 라이프스타일별 커피 만족도 선행요인 분석 vol.16, pp.6, 2011, https://doi.org/10.5720/kjcn.2011.16.6.782
  2. 대전·충남지역 대학생의 커피음료 섭취 실태 및 커피음료와 동반간식을 통한 열량 섭취 기여 비율 조사 vol.27, pp.3, 2012, https://doi.org/10.7318/kjfc/2012.27.3.240
  3. 가격민감성 측정 기법을 이용한 대학생의 커피전문점 가격에 대한 인식 분석 vol.41, pp.8, 2012, https://doi.org/10.3746/jkfn.2012.41.8.1182
  4. 연령에 따른 새터민의 식생활 만족도의 차이에 관한 연구 - 중요도와 실행도를 분석 - vol.27, pp.6, 2012, https://doi.org/10.7318/kjfc/2012.27.6.636
  5. 부산지역 대학생의 프랜차이즈 커피전문점 선택속성에 따른 IPA분석 vol.28, pp.2, 2011, https://doi.org/10.7318/kjfc/2013.28.2.195
  6. 한국인과 몽골인의 커피전문점 품질 속성에 대한 중요도-수행도 분석 및 커피전문점 이용 현황 비교 vol.42, pp.9, 2011, https://doi.org/10.3746/jkfn.2013.42.9.1499
  7. 커피전문점 교대근로자의 건강관련요인과 영양상태 조사 - 서울지역 20대 미혼여성을 중심으로 - vol.18, pp.5, 2011, https://doi.org/10.5720/kjcn.2013.18.5.467
  8. Influence of Language of Packaging Labels on Consumers’ Buying Preferences vol.25, pp.4, 2019, https://doi.org/10.1080/10454446.2019.1572562