일식당의 서비스스케이프가 고객감정반응, 고객장기지향성, 추천의도에 미치는 영향관계 연구 - 종사원의 라포의 조절효과를 중심으로 -

Abstract

This study investigates the effects of Japanese restaurant servicescape on customer emotional response, long-term orientation, and recommendation intention, focusing on the moderating role of employee rapport. Servicescape was conceptualized with aesthetics, cleanliness, spatiality, and convenience, and rapport was introduced as a relational moderator. Survey data were collected from 377 customers with dining experiences at omakase-style Japanese restaurants in Seoul, Gyeonggi, and Incheon. Using CFA, SEM, and multi-group analysis, the hypotheses were tested. The findings showed that cleanliness, spatiality, and convenience significantly enhanced customer emotional responses, while aesthetics had no significant effect. Customer emotional response positively influenced both long-term orientation and recommendation intention. Rapport partially moderated the relationships, strengthening the effects of spatiality on emotions and influencing the paths from emotions to long-term orientation and from long-term orientation to recommendation intention.This study contributes by highlighting rapport as an interactive factor in servicescape research and suggests that omakase restaurants should manage both physical environments and rapport-building behaviors to foster long-term relationships and stimulate word-of-mouth.