|The purpose of this study is to verify effects of customers" perceived marketing mix activities on customer satisfaction and behavioral intention to provide preliminary data for effective coffee house management. The questionnaire was distributed from March 2nd to 31st in 2015, of the 300 distributed questionnaire 264 copies were used in the analysis. To analyze the data, frequency, reliability, factor, pearson correlation, multiple regression were used with SPSS 18.0 program.
The findings are as followed; First, it appeared that product(t=8.642, p=.000) and place(t=2.384, p=.000) showed a positive significant effect on customer satisfaction. Second, product(t=5.017, p=000), price(t=4.828, p=.000), promotion(t=2.473, p=.014) showed a positive significant effect on behavioral intention. Third, customer satisfaction(t=7.139, p=.000) showed a positive significant effect on behavioral intention.
In this study, the quality of coffee is the most important factor in managing a successful coffee house. These results will help the manager and owner who managing the middle-scale franchised coffee house to the successful management. Limitations and future directions were also discussed.