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Symmetric and Asymmetric Influences on Service Quality Attributes of Coffee Shops as Related to Overall Customer Satisfaction: The Case of Starbucks and Ediya

김홍빈 1 Sukbin Cha 1

1순천향대학교

Excellent Accredited

ABSTRACT

The identification of primary service quality attributes that generate customer satisfaction is critical to organizational success. This study investigates the symmetric and asymmetric nature of the relationship between service quality attributes and overall customer satisfaction using two brand coffee shops (Starbucks and Ediya). Findings show that there are six dimensions of 24 service quality attributes. (employee service, shop facilities, collateral service, the brand, the menu, & the coffee quality). Within this symmetric relationship, most of the service factors positively affect the overall satisfaction with both brands. However, within an asymmetric relationship based on a three-factor model of customer satisfaction, many of the aforementioned attributes are classified differently. Employee service & shop facilities are identified as 'performance factors', while collateral service, brand, menu, & coffee quality are 'basic factors' for Starbucks. On the contrary, menu is identified as a 'performance factor', shop facility as 'excitement factor', and collateral service & brand are 'basic factors' for Ediya. Differences between a traditional symmetric approach and an asymmetric approach using a three-factor model of customer satisfaction are delineated. Furthermore, the theoretical and practical implications of the results are discussed.

Citation status

* References for papers published after 2022 are currently being built.