Social capital in a local community : Case study of a coffee shop in Kagurazaka

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  • 地域コミュニティにおけるソーシャルキャピタル : 神楽坂地域の喫茶店を事例にして
  • チイキ コミュニティ ニ オケル ソーシャルキャピタル : カグラザカ チイキ ノ キッサテン オ ジレイ ニ シテ

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研究の概要(英文)：This paper analyzed the accumulation of social capital in Kagurazaka by focusing on the various roles of a coffee shop. The investigation elucidated the following points: (1) At the coffee shop in Kagurazaka, after an initial introduction, regular customers exchanged words and maintained human relationships. (2) For the purpose of this study, we classified coffee shops into three types: ① "Coffee shop type" serving only tea and coffee; ② "Self-service type," as are many large-scale franchises; and ③ "Multiple-purpose cafe" that provides other services along with those provided by the coffee shop type. It was clarified that although multiple-purpose cafes are visited by many tourists, coffee shop types and self-service types tend to demonstrate customer loyalty. (3) The coffee shop type is frequented by individuals and groups, developing social capital, whereas in self-service types, the existing social capital is strengthened. (4) Further, the seating arrangement in the coffee shops was analyzed. The self-service type is generally a large-sized store that has many seats to accommodate its large customer base. Seating arrangements are segregated per requirement; there were many table–chair arrangements, individual seating, and counter seats. For instance, a coffee shop type has many counter seats. The difference in social capital among the three store types complies with the difference in the correlation between the rate of a frequenter and seat composition. Thus, this study suggests that an increase in total number of seats, similar to the self-service type, and a higher number of counter seats, such as in the coffee shop type, increases the rate of regular customers.

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