한식뷔페레스토랑의 서비스스케이프가 점포이미지 및 행동의도에 미치는 영향
The Effect of Korean Buffet Restaurants Servicescape to Store Image on Behavior Intentions
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The article is to study the effect of korean restaurants servicescape on store images and behavior intentions. This study aims to offer enterprises strategic information on how to apply servicescape empirically. In this study, participants answered self-reported survey questionnaires about korean buffet restaurants. The survey was designed to focus on participants from ages 20-59 who had experienced korean buffet restaurants in Seoul and Gyeong-gi area(Metropolitan area). Total 340 surveys were distributed and 304 were analyzed. Collected surveys were analyzed by SPSS 22.0 version. Freequency analysis, factor analysis, reliability analysis were conducted, and also a multiple regression analysis was conducted to investigate hypothesis. The four factors of korean buffet restaurants are: ambient conditions, aesthetic impression, cleanliness, and space function. These have had a positive influence on store image. Since store image composed of servicescape also has positive influence on customers' behavior intention, servicescape of enterprises has a major impact on development of store image, revisit intention, and intention to recommendation. Thus, this study indicates that enterprises might need a detailed strategic management system on servicescape.
Abstract
The article is to study the effect of korean restaurants servicescape on store images and behavior intentions. This study aims to offer enterprises strategic information on how to apply servicescape empirically. In this study, participants answered self-reported survey questionnaires about korean buffet restaurants. The survey was designed to focus on participants from ages 20-59 who had experienced korean buffet restaurants in Seoul and Gyeong-gi area(Metropolitan area). Total 340 surveys were distributed and 304 were analyzed. Collected surveys were analyzed by SPSS 22.0 version. Freequency analysis, factor analysis, reliability analysis were conducted, and also a multiple regression analysis was conducted to investigate hypothesis. The four factors of korean buffet restaurants are: ambient conditions, aesthetic impression, cleanliness, and space function. These have had a positive influence on store image. Since store image composed of servicescape also has positive influence on customers' behavior intention, servicescape of enterprises has a major impact on development of store image, revisit intention, and intention to recommendation. Thus, this study indicates that enterprises might need a detailed strategic management system on servicescape.
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