A Study on the Service Quality of Starbucks Coffee Shops and Korean Brand Coffee Shops in Korea

摘要

The main purpose of this study is to identify the difference between Starbucks and Korean brand coffee shops in Korea.We wanted find what is the major strong factor of service quality and loyalty in coffee shops.The results of this study show that there are many differences between them in the quality factors.The results of Starbucks explain that the location & ambiance and empathy influence the customer satisfaction.And customer satisfaction influence loyalty too.The results of Korean brands illustrate that reliability,empathy,and location & ambiance influence customer satisfaction.Moreover,tangibles,empathy,and customer satisfaction influence the loyalty too.