Laddering 기법을 활용한 카페 이용 고객의 추구 가치 분석
사회과학 > 관광학
배주원 ( Ju Won Bae ) , 신서영 ( Seo Young Shin ) , 남궁영 ( Kung Young Nam )
관광학연구 2012년, 제36권 제10호, 311~331페이지(총21페이지)
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    This study aimed to identify attributes, consequences, and values associated with cafes by using the laddering technique based on the means-end chain theory. Through the laddering technique, 11 attributes considered by cafe customers were revealed: ``comfortable ambience``, ``taste and menu``, ``professionalism``, food styling and table setting``, ``interior and space``, ``location and accessibility``, service``, ``name recognition``, ``music``, ``aroma``, and ``convenience.`` There were 15 consequences the customers sought to obtain from these attributes: ``change of mood``, ``stress relief``, ``rich conversation``, ``time utilization``, ``no interference from others``, ``rest``, ``new experience``, ``special and diverse experience``, ``time alone``, ‘escape from daily life``, ``learning from a professional (barista)``, ``consistent menu and taste``, ``satisfying a craving``, ``social life place``, and ``feeling treated well.`` Finally, there were 9 values the customers ultimately sought to obtains from these results: ``comfort``, ``sense of attainment``, ``self-satisfaction``, ``self- compensation``, ``rich human relationship``, ``fun, happiness and joy``, ``convenience``, leisure`` and ``self-confidence``. Based on these attributes, consequences, and values, a implication matrix was formed and the direct and indirect relationships between each respondent`s answers were quantified and analyzed. The result showed that the cafe customers consider ``leisure`` as the ultimate gal when selecting a cafe.
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