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커피전문점의 물리적 환경이 고객만족도 및 습관적 구매에 미치는 영향: 성별의 조절효과

The Effects of Physical Environment of Coffee Shop upon Customer Satisfaction and Habitual Purchase : Focusing on Moderating Effects by Gender

김영중
한국외식산업학회 (The Korean Foodservice Association)|2017.03|한국외식산업학회지 (FoodService Industry Journal)|제13권 제1호|pp. 193-207|DOI 10.22509/kfsa.2017.13.1.014

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physical environmentcustomer satisfactionhabitual purchasecoffee shop
주제분류관광학

초록

The purpose of this study were to understand the influence of physical environment in coffee shop upon customer satisfaction, habitual purchase and empirically analyze the moderating effects by gender between the relations of physical environment(ambient factor, design factor, social factor), customer satisfaction and habitual purchase. Based on a total 296 customer surveys obtained by the empirical research, the study reviewed the reliability and fitness of the research model and verified total 5 hypotheses with the Amos program. The hypothesized relationships in the model were tested simultaneously by suing a structural equation model(SEM). The proposed model provided an adequate fit for the data, χ2=332.462(p<0.001), df=156, CMIN/DF=2.231, GFI=0.905, NFI=0.918, CFI=0.954, RMSEA=0.062. The model's fit, as indicated by these indexes, was deemed satisfactory: thus, it provided a good basis for testing the hypothesized paths. The SEM resulted that the ambient factor(β .337, p<.001), design factor(β .168, p<.05), social factor(β .386, p<.001) had a positive significant influence on customer satisfaction. Also, customer(β .657, p<.001) had a positive significant influence on habitual purchase. The moderating effects on gender do. Limitations and future research directions are also discussed.

Abstract

The purpose of this study were to understand the influence of physical environment in coffee shop upon customer satisfaction, habitual purchase and empirically analyze the moderating effects by gender between the relations of physical environment(ambient factor, design factor, social factor), customer satisfaction and habitual purchase. Based on a total 296 customer surveys obtained by the empirical research, the study reviewed the reliability and fitness of the research model and verified total 5 hypotheses with the Amos program. The hypothesized relationships in the model were tested simultaneously by suing a structural equation model(SEM). The proposed model provided an adequate fit for the data, χ2=332.462(p<0.001), df=156, CMIN/DF=2.231, GFI=0.905, NFI=0.918, CFI=0.954, RMSEA=0.062. The model's fit, as indicated by these indexes, was deemed satisfactory: thus, it provided a good basis for testing the hypothesized paths. The SEM resulted that the ambient factor(β .337, p<.001), design factor(β .168, p<.05), social factor(β .386, p<.001) had a positive significant influence on customer satisfaction. Also, customer(β .657, p<.001) had a positive significant influence on habitual purchase. The moderating effects on gender do. Limitations and future research directions are also discussed.

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