패밀리 레스토랑의 서비스디자인 환경과 서비스충성도 관계에서 인지적 만족과 감정적 만족의 인과적 역할
The Causal Role of Cognitive Satisfaction and Affective Satisfaction in Explaining Relationships Between Design Environment and Service Loyalty in Family Restaurant Service Setting
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초록
본 연구는 패밀리레스토랑 서비스의 주변환경, 레이아웃 이 고객의 인지적 만족에 미치는 영향과 주변환경, 멋진시설, 레이아웃, 음향장비가 감정적 만족에 미치는 영향을 확인하였다. 또한 인지적 만족과 감정적 만족 및 서비스 충성도 관계를 확인하여 경로관계에서 인지적 만족 및 감정적 만족의 인과적 역할을 설명하였다. 자료는 패밀리 레스토랑 이용 경험이 있는 소비자를 대상으로 수집하였다. SPSS 21.0 및 AMOS 20.0 통계패키지를 이용해 연구가설을 검증하였다. 연구결과, 첫째, 주변환경, 레이아웃은 인지적 만족 및 감정적 만족 모두에 영향을 준 반면, 음향장비는 감정적 만족에 영향을 주었다. 둘째, 감정적 만족은 직접적으로 서비스충성도에 영향을 주지 않고 인지적 만족을 통해 서비스충성도에 영향을 주었다. 따라서 패밀리레스토랑의 서비스충성도를 강화시키기 위해서 마케터는 소비자가 선호하는 주변환경, 레이아웃, 음향장비를 제시하여 감정적으로 만족하게 하고, 서비스를 지속적으로 이용할 수 있도록 긍정적 평가를 유도해야 할 것이다. 본 연구는 패밀리레스토랑에서 고객의 감정적 만족을 통한 인지적 만족의 역할을 확인하였다.
Abstract
This paper is to identifies how ambient condition and layout have effect on cognitive satisfaction and ambient environment, facility aesthetics, layout and electric equipment have impact on affective satisfaction, and verifies causal relations between cognitive satisfaction and affective satisfaction and service loyalty, and then explains the causal role of cognitive satisfaction and affective satisfaction. A survey study was conducted to collect the data with consumers who have visit experience at family restaurants. SPSS 21.O and AMOS 20.0 were performed to test the research hypothesis. The results of the study are as follows: First, It was found that ambient environment and layout affect on both cognitive satisfaction and affective satisfaction, and electric equipment has influences on affective satisfaction. Second, affective satisfaction has effects on service loyalty, but there are no significance relations between affective satisfaction and service loyalty. In order to strong service loyalty on family restaurant, marketer have to show ambient environment, layout and electric equipment so that their customer will be able to emotionally satisfied, and should be leads to positive evaluation so that their customer will be able to repeat purchase to those services. This research was confirm that role of cognitive satisfaction through affective satisfaction in family restaurant service setting.
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