Comparative Study On Influencing Factors Of Satisfaction Of Chinese And Korean Customers To Cafe

At present,with changes in economic development and dietary habits,drinking coffee has gradually become one of social activities.Over these years,Korean coffee chain houses have gradually entered China’s market,and this trend gradually takes up.For present consumers,to feel leisure atmosphere and elegant environment is their goal of consumption,from which it can be obviously seen that cafe has represented a new cultural phenomenon.Through reviewing the existing researches,information such as how consumers buy coffee in the cafe,how they feel the comfortable atmosphere in the cafe,as well as how much consumers recognize the price of coffee are obtained,collected and organized for further study.In particular,variables mainly influencing consumers’ choices of cafe are organized,which is paid much attention to when customers are purchasing coffee.Besides,through the surveys on influencing factors of customers,satisfaction degree,that which factor influences customers’ consumption desire will be understood earlier.This thesis takes customer behavior theory as theoretical support.Through a comprehensive analysis of numerous factors influencing customer satisfaction and collecting questionnaire data,the research analyzes Chinese and Korean customer satisfaction on cafes.In addition,a comparative analysis is carried out on customer satisfaction in the two countries.The research results demonstrate that Chinese and Korean customers both attach more importance to service;the difference between them lies in that Chinese customers impose higher requirement on convenience than Korean customer satisfaction while Korean people has a stricter requirement on price.Finally,the paper proposes an operational mode for cafe businesses which is more suitable for operation in China.