초록 열기/닫기 버튼
The purpose of this study is to understand the influence of Chinese customer's coffee sought benefits on satisfaction, reuse intention and moderating role of cultural proximity of Korean coffee shop. Based on total 270 samples obtained from empirical research from 7th of May to 29th of May, 2019. Self-administrated questionaries were completed by customers of Korean coffee shop in Beijing. The conclusions are as follows. First it was found that Chinese customer's sought pursuit, functional & experimental benefits effect on satisfaction of Korea coffee shop. Second, satisfaction of Korean coffee shop effects on reuse intention. Third, cultural proximity, empirical proximity makes moderating role between satisfaction and reusing intention. From the studies, we can conclude following implications; First, cultural proximity is the opportunity for Korean coffee shop. There is a need to analyze the customer's pursuit of benefits in a cool way and to prepare a plan to draw satisfaction and reuse intention. Second, Korean coffee shops need to put more effort into menu quality control because it is not too long for Chinese customers to consume coffee for functional benefits. These results will contribute to manage marketing strategies in China.
