Cafe Customers' Desired Value: An Application of Laddering Technique

Bae, Ju-Won; Seoyoung Shin; Namkung Young

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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REFERENCES (36)
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