Cafe Customers' Desired Value: An Application of ZMET Technique

Bae, Ju-Won; Seo-young Shin; 남궁영

Journal of Tourism Sciences

Abbr : JTS
2009, 33(5), pp.297-316
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Bae, Ju-Won ¹, Seo-young Shin ², 남궁영 ³

¹연세대학교
²서일대학
³경희대학교

ABSTRACT

This study aimed to reveal the values hidden in the unconscious of cafe customers' by utilizing the ZMET technique. Following the ZMET technique procedure, a 10 step conversation was executed to extrapolate the hidden desired values of 15 frequent cafe users. The most important values derived from the ZMET technique were ‘comfort’, ‘being one with nature’, ‘ostenta- tiousness’, ‘leisureliness’, and ‘just for myself’. In particular, a hidden value of ‘ostentatiousness’, appeared through the ZMET technique. It was also found that many respondents pursued the feeling of being together with nature in a cafe. The results of this study provide a deeper understanding of how cafe customers view different attributes of a cafe. These findings could enable cafe operators to develop marketing strategies to attract more customers.
KEYWORDS

ZMET, Cafe, Customers' desired value
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