본문 바로가기
KERD
논문KCI 등재

커피전문점의 서비스스케이프가 고객충성도에 미치는 영향 - 전주 지역을 중심으로

The Effect of Coffee Shop's Servicescape on the Customer Loyalty - Focused on Jeonju Area

Xiangdong Shen|Byung-Ryul Bae
한국유통과학회 (Korea Distribution Science Association)|2018.03|산경연구논집 (The Journal of Industrial Distribution & Business)|제9권 제3호|pp. 89-98

0

조회

0

다운로드

6

인용

0

참고문헌

키워드

Customer SatisfactionServicescapeService ValueCustomer Loyalty.Interaction between Customer and Staff

초록

Purpose - Despite the global economic crisis, the numbers of coffee shops used for providing a place for social and cultural interactions show an upward trend and have become an indispensable part in people’s daily life in recent years. Under the circumstance of tremendous efforts of searching new management strategies and projects, the concept of servicescape(which has physical environment characteristics) may provide a better alternative. Therefore, the purpose of this study can be broadly divided into 3 key points. First is to investigate the effects of servicescape on customer satisfaction, service value and customer loyalty about Coffee Shops in Jeonju area. Second is to examine the mediating effect of customer satisfaction and service value between servicescape and customer loyalty. Third, there is evidence that indicates the moderating effect among the interaction of customer and staff, brand image and the composition of servicescape, customer satisfaction, service value and customer loyalty. Research design, data, and methodology - This study begins empirical research about users of coffee shops’ services. The data of the study is collected from 285 samples of a questionnaire which has been made from Korea and analysed by IBM SPSS 24.0 and IBM AMOS 24.0. Results - The results are reported below: First of all, the composition of condition, functionality, cleanliness and aesthetic characteristics of the servicescape has a significant impact on customer satisfaction and s ervice value. Furthermore, customer satisfaction is identified as a factor to influence service value. Moreover, customer satisfaction and service value are identified as the causal relationship with customer loyalty. Besides, customer satisfaction and service value illustrated the mediation effect between the composition of servicescape and customer loyalty. Finally, the interaction between customer and staff, brand image illustrates the moderated effect. Conclusions - The composition of servicescape contributes to the formation of customer satisfaction and enhancing the customer's perceived service value in coffee shops. By meeting diverse and complex needs of consumers in coffee shop, the service value will not only attract loyal customers, but also increase customer loyalty and profitability. In a word, managers should rely on servicescape to enhance service experience by making differences with other competitors.

Abstract

Purpose - Despite the global economic crisis, the numbers of coffee shops used for providing a place for social and cultural interactions show an upward trend and have become an indispensable part in people’s daily life in recent years. Under the circumstance of tremendous efforts of searching new management strategies and projects, the concept of servicescape(which has physical environment characteristics) may provide a better alternative. Therefore, the purpose of this study can be broadly divided into 3 key points. First is to investigate the effects of servicescape on customer satisfaction, service value and customer loyalty about Coffee Shops in Jeonju area. Second is to examine the mediating effect of customer satisfaction and service value between servicescape and customer loyalty. Third, there is evidence that indicates the moderating effect among the interaction of customer and staff, brand image and the composition of servicescape, customer satisfaction, service value and customer loyalty. Research design, data, and methodology - This study begins empirical research about users of coffee shops’ services. The data of the study is collected from 285 samples of a questionnaire which has been made from Korea and analysed by IBM SPSS 24.0 and IBM AMOS 24.0. Results - The results are reported below: First of all, the composition of condition, functionality, cleanliness and aesthetic characteristics of the servicescape has a significant impact on customer satisfaction and s ervice value. Furthermore, customer satisfaction is identified as a factor to influence service value. Moreover, customer satisfaction and service value are identified as the causal relationship with customer loyalty. Besides, customer satisfaction and service value illustrated the mediation effect between the composition of servicescape and customer loyalty. Finally, the interaction between customer and staff, brand image illustrates the moderated effect. Conclusions - The composition of servicescape contributes to the formation of customer satisfaction and enhancing the customer's perceived service value in coffee shops. By meeting diverse and complex needs of consumers in coffee shop, the service value will not only attract loyal customers, but also increase customer loyalty and profitability. In a word, managers should rely on servicescape to enhance service experience by making differences with other competitors.

참고문헌 (45)

  1. Aaker, D. A., "Consumer Evaluation of Brand Extension", Journal of Marketing, 54(1), pp.27~41 (1991)
  2. Arbuckle, J. L., "Advanced Structural Equation Modeling" (1996), Lawrence Erlbaum Associates
  3. Bae, B. R., "Structural Equation Modeling with Amos 24" (2017), Chung Lam Press
  4. Bitner, M. J., "Evaluation Service Encounter : The Effects of Physica Surroundings and Employee Response", Journal of Marketing, 54(2), pp.69~82 (1990)
  5. Bitner, M. J., "Servicescape : The Impact of Physical Surroundings on Customers and Employees", Journal of Marketing, 54(2), pp.57~71 (1992)
  6. Bolton, R. N., "A Multistage Model of Customers Assessments of Service Quality and Value", Journal of Consumer Research, 17(4), pp.375~384 (1991)
  7. 최태호, "외식업체 브랜드이미지가 고객만족도 및 재방문의도에 미치는 영향", 외식경영연구, 10(4), pp.151~172 (2007), 한국외식경영학회
  8. Cronin, J. J., "Assessing the Effect of Quality, Value, and Customer Satisfaction on Customer Behavioral Intentions in Service Environments", Journal of Retailing, 76(2), pp.193~218 (2000)
  9. Cronin, J. J., "A Cross-sectional Test of Effects and Conceptualization of Service Value", Journal of Service Marketing, 11(6), pp.375~391 (1997)
  10. Eugene, W., "Customer Satisfaction, Market Share, and Profitability : Findings from Sweden", Journal of Marketing, 58(3), pp.53~66 (1994)
  11. Gardner, B. B., "The product and the brand", Harvard Business Review, pp.33~39 (1955)
  12. Gremler, D. D., "The Effect of Satisfaction, Switching Costs, and Interpersonal Bonds on Service Loyally", Doctoral, pp.1995
  13. Hair, J. F., "Multivariate data analysis with readings" (2006), Prentice Hall
  14. Hellier, P. K., "Customer Repurchase Intentions : A General Structural Equation Model", European Journal of Marketing, 33(1), pp.1762~1800 (2003)
  15. Heskett, J., "The Service Profit Chain : How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value" (1997), Free Press
  16. Gyu-Sam Hwang, "An Analysis of a Causal Relationship between a Franchise Coffee Shop’s Servicescape Factors and the Ability to Provide Service with Customer Satisfaction and Loyalty", 유통과학연구, 14(7), pp.33~44 (2016), 한국유통과학회[DOI]
  17. Keller, K. L., "Conceptualizing Measuring and Managing Customer-based Brand Equity", Journal of Marketing, 57, pp.1~22 (1993)
  18. 김동준, "호텔 브랜드자산이 지각된 가치와 충성도에 미치는 영향", 외식경영연구, 15(4), pp.85~104 (2012), 한국외식경영학회
  19. Kim, Y. S., "A Study on the Influence of Apartment Residents' Satisfaction and Brand Image on Purchase Intention. Doctorial dissertation", Doctorial, pp.2007
  20. 고범석, "커피전문점 서비스스케이프가 고객만족, 재방문의도, 추천의도에 미치는 영향", 한국외식산업학회지, 8(2), pp.63~91 (2012), 한국외식산업학회[DOI]
  21. 구동우, "커피전문점 이용객의 브랜드 일체감이 관여도, 고객만족, 그리고 브랜드 충성도에 미치는 영향: 프랜차이즈 가맹점을 중심으로", 고객만족경영연구, 17(1), pp.67~87 (2015), 한국고객만족경영학회
  22. Lee, H. S., "Service Quality and Service Value", Asia Marketing Journal, 1(2), pp.77~99 (1999)
  23. Lee, M. K., "Consumer evaluations of fast-food services : a cross-national comparison", Journal of Services Marketing, 11(1), pp.39~52 (1997)
  24. 이상현, "헤어살롱 서비스스케이프 차별화 성공사례", 유통과학연구, 13(9), pp.71~79 (2015), 한국유통과학회[DOI]
  25. Lee, Y. N., "The effect of Relationship Quality(Satisfaction, Reliability, Engagement)on Loyalty in Family Restaurant : Focusing on 20S", Journal of the Tourism Sciences Society of Korea, 326(29), pp.263~285 (2006)
  26. Linda, L. Price., "Consumers’ Emotional Responses to Service Encounters-The Influence of the Service Provider", International Journal of Service Industry Management, 6(3), pp.34~63 (1995)
  27. Lucas, A. F., "The Determinants and Effects of Slot Servicescape Satisfaction in a Las Vegas casino", Doctoral, pp.2000
  28. Meryl, P. G., "Toward a methodology for assessing effects of in-store atmospherics", Association for Consumer Research, pp.27~31 (1986)
  29. Oliver, R. L., "Measurement and Evaluation of Satisfaction Process on Retailing Settings", Journal of Retailing, 57(3), pp.25~48 (1981)
  30. Oliver, R. L., "Satisfaction : A Behavioral Perspective on to Consumer" (1997), Irwin Press
  31. Paul, G. Patterson., "Modelling the relationship between perceived value, satisfaction and repurchase intentions in business to business, services context : An empirical examination", International Journal of Service Industry Management, 8(5), pp.414~434 (1997)
  32. Reimer, A., "The impact of Servicescape on Quality Perception", European Journal of Marketing, 39(7, pp.8) (2005), 785~808
  33. Ryu, K., "DINESCAPE, emotions, and behavioral intentions in upscale restaurants. Unpublished doctoral dissertation", doctoral, pp.2005
  34. 소권섭, "전문병원 역량이 고객 행동 의도에 미치는 영향 연구", 보건의료산업학회지, 7(4), pp.153~165 (2013), 보건의료산업학회
  35. Sundaram, D. S., "The Role of Nonverbal Communication in Service Encounters", Journal of Services Marketing, 14(5), pp.378~391 (2000)
  36. Sobel, M. E., "Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models", Sociological Methodology, 13, pp.290~312 (1982)
  37. Tse, D. K., "Models of Consumer Satisfaction: An Extension", Journal of Marketing Research, 25, pp.204~212 (1988)
  38. 엄영호, "커피전문점의 서비스스케이프가 고객만족과 관계성과에 미치는 영향", 관광연구저널, 24(3), pp.329~344 (2010), 한국관광연구학회
  39. Wakefield, K. L., "The Important of Servicescapes in Leisure Service Setting", Journal of Services Marketing, 8(3), pp.66~76 (1994)
  40. Wakefield, K. L., "The effect of the Servicescape on Customers'Behavioral Intentions in Leisure Service Setting", Journal of Services Marketing, 10(6), pp.45~61 (1996)
  41. Woodruff, R. B., "Customer Value : The Next Source for Competitive Advantage", Journal of the Academy of Marketing Science, 25(2), pp.139~153 (1997)
  42. Woodside, A. G., "Linking Service Quality, Customer Satisfaction, and Behavioral Intentions", Journal of Health Care Marketing, 9(4), pp.5~17 (1989)
  43. 유현미, "고객만족과 재구매의도의 비선형적 관계에 관한 연구", 유통연구, 22(3), pp.19~38 (2017), 한국유통학회[DOI]
  44. 류인평, "지역축제의 참여동기와 만족, 행동의도에 관한 연구 - 고창청보리밭 축제를 중심으로 -", 관광연구, 25(3), pp.337~352 (2010), 대한관광경영학회
  45. Zeithaml, V. A., "Service Marketing" (1996), McGraw-Hill

관련 논문AI추천

An Analysis of a Causal Relationship between a Franchise Coffee Shop’s Servicescape Factors and the Ability to Provide Service with Customer Satisfaction and LoyaltyGyu-Sam Hwang, Hye-Sook Kim, Sang-Youn Lee한국유통과학회 · 유통과학연구2016 · 제14권 제7호커피전문점 서비스스케이프가 고객만족, 재방문의도, 추천의도에 미치는 영향고범석, 이수진한국외식산업학회 · 한국외식산업학회지2012 · 제8권 제2호프랜차이즈 커피전문점의 서비스스케이프가 고객만족과 재방문의도에 미치는 영향 - 대학생층을 중심으로 -송대근한국호텔리조트학회 · 호텔리조트연구2017 · 제16권 제3호커피전문점의 물리적환경이 브랜드이미지, 고객만족, 재방문의도에 미치는 영향이승익한국호텔리조트학회 · 호텔리조트연구2016 · 제15권 제1호서비스품질이 고객 만족과 충성도에 미치는 영향 - 커피전문점을 중심으로 -강찬호한국관광산업학회 · Tourism Research2012 · 제34호커피전문점의 서비스 환경이 감정반응, 서비스가치 및 재방문 의도에 미치는 영향윤해진한국마이스관광학회 · MICE관광연구2020 · 제20권 제4호

이 간행물의 다른 논문 (7건)

Locational Preference of Last Mile Delivery Centres: A Case Study of Thailand Parcel Delivery Industry송상화, Chompoonut Amchangpp. 7-17Do Phillips Curve Respond Asymmetrically to Unemployment? Evidence from Korea and the U.S.Sang-Ki Lee, Dong-Hae Leepp. 19-294차 산업혁명 시대에 농업의 6차산업화와 이를 통한 수출경쟁력 강화정진섭, Kyungil Khoepp. 31-43산학협력에서 경로 의존성에 대한 연구 - 산업계의 자발적 참여 관점임덕순, 한상설pp. 45-56EVs 산업의 시장파급과 상용화의 전략비교: 비셰그라드 그룹과 북유럽 협의체와의 산업역량중심으로서대성pp. 57-68
원문 보기