Ediya earned the highest score at 3.75 out of 5 for overall satisfaction, while Starbucks and Holly’s Coffee tied for second with identical scores of 3.74 points.(image:Ediya)
SEOUL, Feb. 23 (Korea Bizwire) — Koreans love Ediya, a Korean coffee franchise, for its price and Starbucks for its taste. The Korea Consumer Agency (KCA) conducted a survey on 999 consumers regarding seven coffee franchises in Korea, and published the results on February 22.
Ediya earned the highest score at 3.75 out of 5 for overall satisfaction, while Starbucks and Holly’s Coffee tied for second with identical scores of 3.74 points. Caffe Bene ranked third with 3.7 points, and Angel-in-us came in fourth with 3.69 points. The Coffee Bean & Tea Leaf and Tom n Toms Coffee were both fifth on the list with 3.64 points each.
The results indicated that respondents were generally not convinced by the pricing strategy chosen by the franchises, as they scored overall price fairness the lowest, at an average of 2.81 out of 5 for all seven franchises. However, they were content with accessibility, as the average score was 3.81.
Starbucks scored highest in terms of taste, accessibility, service and emotional intelligence service compared to the other seven franchises, but it ranked lowest for price fairness. Ediya was most loved for its price fairness, and Holly’s Coffee for its convenient store setting. Ediya also ranked high in taste with 3.38 points. Angel-in-us and Caffe Bene were most appreciated for their menu variety and the extra benefits from their promotions.
By Lina Jang (linajang@koreabizwire.com)
