Effects of Coffee Shop Servicescapes on Relational Benefit and Revisit Intention
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In this study, the study model and hypotheses were established by theoretical review to understand the impacts of servicescapes on relational benefits and revisit intention in the subjects of users in the franchise coffee shops. Based on the previous studies, the servicescape was classified with three elements including facility attractiveness, service attractiveness, and cleanness, and the analysis results are as follows. First, facility attractiveness(H1-1) and service attractiveness(H1-2) among servicescapes of coffee shops showed the significant impact on relational benefits, adopting Hypothesis 1-1 and H 1-2. On the other hand, cleanness among the servicescapes did not show any impact on relational benefits. Second, hypothesis 2 that relational benefits will significantly affect the revisit intention, positively was adopted. This means revisit potential will be enhanced more as the workers generate the comfort with special services and informal conversation more. It implicates that trust on the shops, psychological comfort, and consideration to the customers are important factors to induce their revisit. Finally, facility attractiveness and service attractiveness among servicescapes showed to affect he revisit intention significantly, while cleanness did not show that, partially adopting hypothesis 3.
Abstract
In this study, the study model and hypotheses were established by theoretical review to understand the impacts of servicescapes on relational benefits and revisit intention in the subjects of users in the franchise coffee shops. Based on the previous studies, the servicescape was classified with three elements including facility attractiveness, service attractiveness, and cleanness, and the analysis results are as follows. First, facility attractiveness(H1-1) and service attractiveness(H1-2) among servicescapes of coffee shops showed the significant impact on relational benefits, adopting Hypothesis 1-1 and H 1-2. On the other hand, cleanness among the servicescapes did not show any impact on relational benefits. Second, hypothesis 2 that relational benefits will significantly affect the revisit intention, positively was adopted. This means revisit potential will be enhanced more as the workers generate the comfort with special services and informal conversation more. It implicates that trust on the shops, psychological comfort, and consideration to the customers are important factors to induce their revisit. Finally, facility attractiveness and service attractiveness among servicescapes showed to affect he revisit intention significantly, while cleanness did not show that, partially adopting hypothesis 3.
참고문헌 (21)
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