COMPOSE COFFEE received the highest rating in a consumer satisfaction survey of low-priced coffee chains. MEGA MGC COFFEE, The Venti, and PAIK'S COFFEE followed in that order.
The Korea Consumer Agency (KCA) on the 21st announced results of a consumer satisfaction survey of the top four low-priced coffee chains by sales and number of stores (The Venti, MEGA MGC COFFEE, PAIK'S COFFEE, COMPOSE COFFEE).
The survey was conducted from July 18 to 31 last year with 1,600 people who had used low-priced coffee chains at least three times a month in the past three months.
The average overall satisfaction was 3.87 out of 5, with COMPOSE COFFEE highest at 3.97. MEGA MGC COFFEE followed at 3.93 and The Venti at 3.86. PAIK'S COFFEE was lowest at 3.73.
In the service use process, "service reliability," including menu quality and service consistency and accuracy of provision, was highest at 4.03. "Operational expertise," which evaluates coffee menu development and extraction expertise, was relatively low at 3.77. "Menu quality" satisfaction was also relatively low at 3.80.
Among core service items, satisfaction with "ordering, payment, and ease of use" was highest at 4.22, while satisfaction with "benefits offered" was lowest at 3.74.
As criteria for choosing a low-priced coffee chain, "appropriateness of menu prices" was cited most at 37.2%. It was followed by coffee taste (19.2%) and store accessibility (18.1%).
For ordering methods during visits, using in-store kiosks averaged 7.77 out of 10 times, the most frequent. Orders through store staff (0.93 times) and orders via proprietary applications (apps) (0.80 times) followed.
The share of consumers who experienced complaints and damages was found to be 6.2% (99 people). However, this is lower compared with other service sectors (25.3%).
By type, "dissatisfaction with coffee taste" was highest at 41.4%, followed by "menu sold out" at 36.4% and "order failure due to kiosk or app errors" at 26.3%.