50

Culinary Science and Hospitality Research (October 2015)

Vol. 21, No. 5, pp. 50-58

Comparison with Service Quality Models in Coffee Shop

Hyojin Kim1 and Byung-Gook Kim2¶ 1
Dept. of Tourism & Convention, Busan National University
2¶ Dept. of Hotel & Tourism, Daegu University

ABSTRACT: The purpose of this study is to identify the causal relationships between service quality,
consumer satisfaction, and behavioral intention in coffee shop. Additionally, the stud aims at focusing on
whether or not consumer satisfaction plays a moderating role between service quality and behavioral
intention. Statistical techniques that involve frequency, reliability, exploratory factor analysis, and structural
equation modeling were performed. In the third research model, consumer satisfaction was unfolded as a
moderating variable that enables to be a key player between service quality and behavioral intention.
Limitations and considerations of this study were discussed for future study.

Keywords: coffee shop, service quality, satisfaction, behavioral intention

INTRODUCTION coffee itself appears to be an inevitable product in a

consumption market in Korea.
According to a recent news, the number of coffee Although there is currently a plethora of research
shops in a single city of Seoul, Korea became over 10 in a theme of coffee, those studies deal with the
thousands in 2012, which accounted for that this following issues: cultural marketing (Kim KY, Kim MK
figure presented two times as in 2008 (The 2010; Noh JH, Jang HB 2011), servicescape (Um YH
hankyoreh 2015). Not even in a large city, but in a 2010), brand personality and loyalty (Kim JS, Choi SH
small town, finding a coffee shop is not too difficult 2011; Kim SH et al 2011). Because a few studies on
recently. With a remarkable growth in the number of service quality have been found in a coffee shop at
coffee shop, a considerable deal of imported coffee best, the purpose of this study is not only to identify
presents a big rush in a coffee market (Kim JS, Choi causal relationships between service quality,
SH 2011; Um YH 2010). In a cultural aspect, consumer satisfaction, and behavioral intention in
moreover, a culture of enjoying coffee in Korea is no coffee shop, but also to focus on whether or not
longer the exclusive property for a privileged consumer satisfaction plays a moderating role
minority, but the common asset for all modern between service quality and behavioral intention.
individuals (Noh JH, Jang HB 2011). This implies that Therefore, under a particular setting of coffee shop,
enjoying coffee is not a new dessert trend any more the specific purpose of this study is not unlimited to
compared to the past as 1970s or 1980s, but it’s a a relationship between attributes of service quality
part of life style in the country. Regardless of taking and consumer satisfaction, but unrestricted to

¶ Corresponding Author: Byung-Gook Kim, Dept. of Hotel & Tourism, Daegu University, Jillyang, Gyeongsan City, Gyeongbuk, South
Korea, Tel. 82-53-850-6143, Fax. 82-53-850-6149, Email: [email protected]
out or enjoying a cup of coffee in a coffee shop, looking at whether consumer satisfaction affected by
service quality contributes to consumer behavioral
51 Comparison with Service Quality Models in Coffee Shop

intention that may result in revenue (Jani D, Han H 1983). Also, it is maintained to be a size of overall
2013). By testing a few service quality models in pleasure and enough felt by consumers, after their
coffee shop, the results from this study enable to experience of service and goods (Hellier P et al
provide a helpful and strategic model to marketers in 2003). As an interesting point from relatively recent
coffee shop. literature, some investigators claim that a rise of
consumer satisfaction plays a preceding variable in
LITERATURE REVIEW positively influencing behavioral intention such as
revisit, repurchase, word-of-mouth, and loyalty
Service Quality (Cronin JJ, Talyor SA 1992; Jung YW 2006; Ravald A,
Gronrros C 1996; Um YH 2010; Yi YJ, La SA 2004).
As for several features of service that encompass
Through these previous works, it is revealed that
intangibility, inseparability, heterogeneity, and pe-
consumer satisfaction is germane to behavioral
rishability, a great deal of not only academic but also
intention.
practical discussion have been performed in a few
disciplines that regard a service concept as important
(Lee YJ 2008). Particularly, with respect to measuring Behavioral Intention
service quality perceived by consumers, considerable In regard to behavioral intention or customer lo-
efforts and contributions from researchers appear for yalty in a marketing field, while some researchers
years (Grönroos C 1984). According to Lee S (2009) define it as a customer’s an attitude towards a firm,
and Zeithmal VA (1988), unlike objective quality, others argue that behavioral intention is expressed
quality perceived by consumers is subjectively as a favorable attitude about a purchased product or
considered and judged to the superiority or as how many a product is repurchased (Lee MJ 2009;
differentiation of a product. That is, service quality Um YH 2010). From much previous research, the
perceived by consumers is defined as an emotion felt term of behavioral intention involves a consistent
from goods and service made in a particular brand. repurchase about a preferable goods and service in
Moreover, this encompasses reliability and favor the future, which is connected to an enthusiastic
from consumers towards a product per se and is patron with loyalty. An instrumental tool to measure
distinguished from satisfaction. Among studies on behavioral intention is referred to a word-of-mouth
service quality, a remarkable output from these and willingness to pay as premium and to repurchase
accomplishments is the advent of the SERVQUAL mo- (Oliver RL 1999; Kim HB et al 2007). Therefore,
del, which leads to the DINESERV that deals with behavioral intention is presented as a form of
reliability, assurance, responsiveness, tangibles, and repurchase over a long period of time or positive
empathy (Ha J, Jang S 2010; Stevens P et al 1995). word-of-mouth if consumers favorably perceive a
Based upon a large list of studies associated with specific product (Jeon KC et al 2005). Considering a
service quality, 12 variables were singled out for the characteristic of coffee shop, this study adopts revisit
study (Stevens P et al 1995; Kim JY et al 2009). and recommendations to others as counter parts of
repurchase and word-of-mouth (Szymanski DM,
Consumer Satisfaction Henard DJ 2001; Zeithaml VA et al 1996; Hyun KS
2009).
For many decades, research in consumer
satisfaction has been conducted in social science,
particularly in a service management sector, but the METHODS
term of satisfaction is defined depending on
academic scholars (Kim HJ et al 2015). Typically, Research Model
researchers define satisfaction as a discrepancy Under a setting of coffee shop, this study
between expectation felt by users before the attempted to investigate the relationships between
utilization of a parti- cular product and experience service quality, overall consumer satisfaction, and
felt by them after its consumption (Tse D, Wilton P beha- vioral intention. In particular, the study
1988). Others argue that satisfaction is an emotional examined whether overall consumer satisfaction, as
reaction from consumers after experience of tangible a moderating variable, played a significant role in
or intangible service (Westbrook RA, Reilly MD influencing be-
 Culinary Science and Hospitality Research, Volume 21, Number 5 52

analysis was undertaken. For the internal reliability

of variables with service quality and behavioral
intention, cronbach’s α coefficients were accepted.
With a varimax method that entails orthogonal
Figure 1. Service quality model. rotation, exploratory factor analysis was run to
evaluate the validity of measurement instrument for
havioral intention. Also, the study endeavored to construct of service quality. Additionally, structural
identify if the three service quality models created equation modeling was implemented to test the
for this study were suitable for a model fit. The basic goodness-of-fit of the suggested models and to
research model was presented in Figure 1. In accor- uncover a variable that plays a moderating role
dance with both literature review and the research between service quality and behavioral intention in
model, the two hypotheses were as follows: this study.

Hypothesis 1: Service quality in coffee shop will

RESULTS
positively affect consumer satisfaction.
Hypothesis 2: Consumer satisfaction will positively
Frequency and Reliability
affect behavioral intention.
Normal distributions for all variables were found
Instrument and Sampling from descriptive statistics. No missing value was
For the study, a questionnaire pertaining to service detected. Of a total of 278 respondents, the majority
quality, overall consumer satisfaction, and behavioral of them were male (63.7%). This uneven gender ratio
intention was developed from previous research (Ha was an insignificant impact on the study results. As
J, Jang S 2010; Kim JY et al 2009; Stevens P et al to annual income before taxes, the highest category
1995). A survey constituted four sections: 1) 12 items was between USD 40,000 and USD 59,999, followed
on service quality, 2) one item on overall consumer by between USD 60,000 and USD 79,999, and
satisfaction regarding service provided, 3) two items followed by between USD 20,000 and USD 39,999,
on behavioral intention which contain revisit and assuming that KW (Korean Won) 1,000=USD 1. This
favorable recommendation to others, and 4) implied that annual income before taxes for
demographic profile. Except for a part of respondents was much higher than average income
demographic profile, all of the items were adopted of about USD 25,000 in South Korea.
with a seven point Likert scale (1 - strongly disagree With respect to service quality and behavioral
to 7 - strongly agree) based upon extant literature. A intention, cronbach’s α coefficients were calculated
data collection was achieved with a convenient for reliability. Specifically, a construct of service
sampling method from March 3 to May 30, 2015. quality was extracted into the three factors after
Survey was distributed and self-administered to exploratory factor analysis. Individual reliability for
those who were college students in Daegu, each factor was measured. Cronbach’s αs for service
Kyungpook in South Korea because a comparison of quality factor 1, 2, and 3 showed 0.92, 0.89 and 0.69,
service quality models in coffee shop has never respectively, which accounted for high presentations
carried out in this area. Of the collected survey, the of reliability (See Table 1). These high values of
sample size of 278 was employed for the analyses, Cronbach’s α were paralleled with the results by Kim
which accounted for a response rate of 95.9%. HJ (2014). In addition, acceptable Cronbach’s α for
behavioral intention was presented with 0.71.
Statistical Methods
Exploratory Factor Analysis
Using SPSS version 20.0 and Amos 18.0 version
programs, statistical methods that involve frequency, The required statistical assumptions such as
reliability, exploratory factor analysis, and structural absence of outliers and multicollinearity and
equation modeling were performed. To identify the factorability of the correlation matrices for
maintenance of the basic statistical assumptions exploratory fac-
encompassing the absence of missing value, kurtosis,
and skewness in regard to normality, frequency
53 Comparison with Service Quality Models in Coffee Shop

Table 1. Service quality dimensions

Factors
Service quality Communality
1 2 3

Factor 1

Order 0.652
0.580
Accuracy 0.811 0.700

Cleanliness 0.780 0.700

Cooperation 0.889 0.904

Response 0.871 0.818

Attitude 0.833 0.741

Factor 2
Time 0.890 0.880
Comfort 0.869 0.886

Handling 0.747 0.793

Factor 3 Knowledge

0.666 0.739
Proficiency 0.729 0.788

Distinction 0.848 0.737

Eigenvalue 6.47 1.72 1.07

Variance (%) 53.95 14.31 8.95

Cumulative variance (%) 53.95 68.26 77.21

Cronbach’s alpha 0.92 0.89 0.69

Number of items (total=12) 6 3 3

Note: 1) Kaiser-Meyer-Olkin (KMO) statistic:.836 (greater than .60).

2) Bartlett’s test of Sphericity: p<.001.
3) Time denotes “The service time promised is met”; Comfort “The coffee shop makes me feel personally safe
“; Handling “Staff quickly correct anything that is wrong”; Order “Staff serve the item(s) exactly in order”; Accuracy
“Staff provide the item(s) exactly as they are ordered”; Cleanliness “Staff regularly clean tables and chairs”;
Cooperation “Staff help each other during busy times”; Response “Staff answer questions satisfactorily”; Attitude
“Staff are pleasant to me”; Knowledge “Staff are able and willing to share information with me about menu items,
ingredients, and methods of preparation”; Proficiency “Staff are well-trained and competent”; Distinction “Staff rec-
ognize me as a regular customer.”
 Culinary Science and Hospitality Research, Volume 21, Number 5 54

tor analysis were inviolate (Tabachnick B, Fidell L

2007). Principal factors extraction with varimax
rotation was conducted for a construct of service
quality that constituted 12 variables. The 12
variables were extracted into the three factors,
which accounted for 77.21% of the total variance.
Table 1 presented that the six variables of “Order,”
“Accuracy,” “Cleanliness,” “Cooperation,”
“Response,” and “Attitude” were loaded on service
quality factor 1, while service quality factor loaded
the three variables that contained “Time,”
Figure 3. Service quality model 2.
“Comfort,” “Handling.” The last three variables that
embraced “Knowledge,” “Proficiency,” and
“Distinction” were loaded on service quality factor 3.
These three extracted factors were different from the
result of Kim HJ’s (2014) that had the two factors
from the same 12 variables of service quality. This
might be because of a difference in sample size.

Service Quality Model 1

Using exploratory factor analysis, the three factors
were taken out from a construct of service quality.
With each of the three factors, the three different
Figure 4. Service quality model 3.
models were developed (See Figure 2, 3, and 4). To
test these three service quality models, a few para- ween service quality and behavioral intention in the
meters that involved goodness-of-fit index were applied research model, rather than using a multiple
estimated by an advanced statistical technique of regression analysis, structural equation modeling
structural equation modeling. As referenced in many was judged to be adequate.
studies, an analytical method of structural equation The adopted criteria for fitness of the models were
modeling, as the most appropriate statistical tool as followed: GFI (Goodness-of-Fit Index) ≥ 0.9, AGFI
that enables to verify a causal relationship between (Adjusted Goodness-of-Fit Index) ≥ 0.9, NFI (Normed
independent, moderating, and dependent variables, Fit Index) ≥ 0.9, CFI (Comparative Fit Index) ≥ 0.9,
was applicable to an original or applied research RMSR (Root Mean Square Residual) ≤ 0.5, and
model solely when a thorough theoretical framework RMSEA (Root Mean Square Error of Approximation) ≤
was established (Oh CH et al 2010; Park HJ, Sohn DH 0.08 (Oh CH et al 2010; Park HJ, Sohn DH 2010; Shin
2010). Because this study contained a moderating DJ 2010). The three individual models were
variable of consumer satisfaction bet- evaluated, and the first model with the service
quality factor 1 resulted in the following parameters:
χ2= 1683.868 (df=28, p=.000), GFI=0.370, AGFI=—
0.013, NFI=0.111, CFI=0.109, RMR=0.530, and
RMSEA=0.462. While the values of χ2, df, and p were
suitable, all parameters were not met to the
acceptable criteria for a model fit, in particular the
value of RMSEA that should have been less than
0.08, which indicated that the first model was
unacceptable, as a research model.

Figure 2. Service quality model 1.

55 Comparison with Service Quality Models in Coffee Shop

Service Quality Model 2 intention, the hypothesis 2 was fully supported since
The second model with the service quality factor 2 consumer satisfaction positively affected revisit and
was tested as did the first model, and the results recommendation.
showed χ2=682.665 (df=10, p=.000), GFI=0.590,
AGFI=0.138, NFI=0.196, CFI=0.193, RMR=0.386, and CONCLUSIONS
RMSEA=0.493. Although the model became a bit
better than the first model in terms of GFI, NFI, CFI, Discussion and Implications
and RMR, it remained unacceptable for an With respect to a heated debate on a wide range
appropriate model fit because of a considerable of service quality models in the academic world, a
violation of RMSEA. vast array of studies was already achieved over a few
decades. This turns out that the issue associated
Service Quality Model 3
Table 2. Results of service quality model 3
Path Estimate S.E. C.R. P
Over_satisfaction ← Knowledge 0.139 0.039 3.549 0.000
Over_satisfaction ← Proficiency —
0.178 0.043 —4.124 0.000

Over_satisfaction ← Distinction 0.155 0.027 5.746 0.000

Revisit ← Over_satisfaction 0.425 0.049 8.658 0.000

Recommendation ← Over_satisfaction 0.456 0.069 6.606 0.000

Note: S.E. denotes standard error; C.R. critical ration; P p-value.
with service quality has been paid much attention to
With the service quality factor 3, the last model
a scholar group, which is especially remarkable in a
was analyzed by structural equation modeling. As a
service management area. With this academic
result, the model was presented with χ2=341.194
interest, this study was carried out to find the
(df= 10, p=.000), GFI=0.939, AGFI=0.910, NFI=0.982,
relationships between service quality, consumer
CFI= 0.980, RMR=0.388, RMSEA=0.046. Unlike the
satisfaction, and behavioral intention under a
results from service quality model 1 and 2, this
background of coffee shop. From the three created
model satisfied the suggested criteria for a model fit.
research models, consumer satisfaction was
Therefore, the Figure 4 about the service quality
unfolded as a moderating variable, using an
model 3 was allowed to make significant
advanced statistical tool of structural equation
interpretations between service quality, consumer
modeling. This variable was found to be a key player
satisfaction, and behavioral intention. As seen in
between service quality and behavioral intention in
Table 2, the three variables among attributes of
the third model. It was significant, therefore, that the
service quality became statistically significant to
result contributed to suggesting a new service quality
consumer satisfaction. The variable of consumer
model with consumer satisfaction.
satisfaction was also significant to the two variables
from behavioral intention, which explained that Although the three research models with different
consumer satisfaction played an important role attributes of service quality were suggested, solely
between a few attributes of service quality and the third model with the three attributes that
behavioral intention. Based on these results, the constituted knowledge, proficiency, and distinction in
hypothesis 1 that addressed service quality in coffee a construct of service quality was accepted for a
shop will positively affect consumer satisfaction was good model fit. These three attributes showed
partially supported because the two variables - significant relationships with consumer satisfaction.
knowledge and distinction - positively influenced Subsequently, consumer satisfaction significantly
consumer satisfaction, whereas the remaining affected revisit and recommendation. This implies
variable of proficiency had a negative effect on that training employees about how to serve and
consumer satisfaction. As to the relationship attract consumers in coffee shops is an important
between consumer satisfaction and behavioral strategy to increase consumer satisfaction, which is
 Culinary Science and Hospitality Research, Volume 21, Number 5 56

finally linked to positive behavioral intention. Unless structural equation model. European Journal of
coffee shop marketers, managers, or owners are Marketing 37(11-12):1762-1800.
much interested in only taking out coffee in coffee Hyun KS (2009). The influence of service's physical
shops, they need to become aware of what environment on customer value and behavior
consumers are attracted and satisfied among intention: Focused on five-star hotels in Jeju.
attributes of service quality in the coffee industry. Doctoral Dissertation, Kyunghee University.
Limitations and Future Research Jani D, Han H (2013). Personality, social comparison,
Limitations and considerations of this study were consumption emotions, satisfaction, and beha-
addressed for the following research. First, as in most vioral intentions: How do these and other factors
empirical studies, this study was limited to making a relate in a hotel setting? International Journal of
generalization because a data collection with a Contemporary Hospitality Management 25
particular time span was accomplished in a specific (7):970-993.
area located in Daegu-Kyungpook, South Korea. Jeon KC, Jung JW, Park BK (2005). The effect of
Moreover, the sample for the study was targeted to selection attributes of Japanese restaurant
college students alone, not regular customers. customers on sales promotion, customer
Therefore, without solving these problems, this study satisfaction, and customer loyalty. Journal of
is unable to be free from an issue of generalization. Foodservice Management Society of Korea
Future research is expected to elaborate upon the 8(3):107-124.
methods relating to data collection and sampling. Jung YW (2006). A study on the factors of consumer
Second, although previous research review about satisfaction and consumer loyalty in coffee
service quality has been undertaken, the 12 selected houses. The Korean Culinary Sciences &
variables pertaining to a construct of service quality Foodservice Research 12 (4):1-17.
were incomplete to fully explain it. More detailed Kim HB, Lee JW, Ro YJ (2007). Impacts of choice
variables to describe service quality are required to attributes on consumer loyalty in the coffeeshop
add in future research. In the end, as argued by Kim restaurant. Journal of Foodservice Management
HJ (2014), this study provided a developed model of Society of Korea 10(4):237-252.
service quality in coffee shop and revealed that Kim HJ (2014). Are physical environments, service
overall consumer satisfaction functioned as a quality, and menu in coffee shop influencing
significant moderator between attributes of service overall satisfaction of college students? Culinary
quality and behavioral intention. Even though there Sciences & Foodservice Research 20(5):124-129.
is a contribution to find an important moderator, Kim JS, Choi SH (2011). A study on the effects of
overall consumer satisfaction, it is needed to brand individuality of specialty coffee shops on
discover different moderators under varied service brand loyalty. The Korean Journal of Culinary
quality models in coffee shop. Research 17(1):124-141.
Kim KY, Kim MK (2010). A study on the costumers’
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서비스 품질 모형 비교: 커피 전문점을 대상으로

김효진 1) 김병국 2)¶

1) 2)¶
부산대학교 관광컨벤션학과, 대구대학교 호텔관광학과
 Culinary Science and Hospitality Research, Volume 21, Number 5 58

국문초록

본 연구의 목적은 커피 전문점에서 서비스 품질, 소비자 만족, 그리고 행동의도 사이의 인과관계를 규명하는 것이 다. 본 연구의 추가적인 목적은 소비자
만족이 서비스 품질과 행동의도 사이에서 조절변수의 역할을 하는지를 분석하 는 것이다. 본 연구에 사용된 통계기법으로는 빈도분석, 신뢰도 분석, 탐색적 요
인분석, 마지막으로 구조방정식 모형이 사용되었다 . 세 가지의 서비스 품질 모형이 분석되었고 , 그 중 마지막 세 번째 모형에서 소비자 만족이 서비스 품질과
행동의도 관계 사이의 중요한 역할을 하는 조절변수로 나타났다. 본 연구의 한계점과 향후 연구와 관련된 시사점 및 제안들이 제시되었다.

주제어: 커피 전문점, 서비스 품질, 소비자 만족, 행동의도