일본음식레스토랑의 물리적 환경이 감정반응과 고객충성도에 미치는 영향
The Effect of Physical Environment in Japanese Restaurant on Emotional Reaction and Customer Loyalty
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The purpose of this study is to recognize which effect is impacted on physical environment and emotional reaction of eating-out consumers in Japanese restaurant, to define the effect of such physical environment and emotional reaction on repurchasing & recommendation intentions which are subdimensions of customer loyalty, and to provide useful information and implication to the management of Japanese restaurant. Data collection is made from April 10 to May 10, 2016. Total 400 questionnaires were distributed to Japanese restaurant and of them, 367 copies were collected. Of collected questionnaires, 23 copies were excluded for severe centering trend or being improper to analysis. Finally, we conducted factor analysis and reliability validation using SPSS 22.0 and AMOS 22.0 to the left 344 copies and conducted covariance structure analysis for validation of suggested study hypothesis. Analyzing results are as followings: First, it is indicated that restaurant marketability, restaurant service, restaurant eating & drinking environment, and restaurant convenience impact a significant positive effect on pleasure which is subdimension of emotional reaction; Second, it is indicated that restaurant marketability, restaurant eating & drinking environment, and restaurant convenience impact a significant positive effect on dominance which is subdimension of emotional reaction. While it is indicated that restaurant service does not impact a significant effect; Third, it is analyzed that restaurant marketability and restaurant service impact a significant effect on repurchasing intention which is subdimension of customer loyalty. While it is indicated that restaurant eating & drinking environment and restaurant convenience impact a significant positive effect on repurchasing intention which is subdimension of customer loyalty; Fourth, it is indicated that restaurant marketability and restaurant service impact a significant effect on recommendation intention which is subdimension of customer loyalty. While it is indicated that restaurant eating & drinking environment and restaurant convenience impact a significant positive effect on recommendation intention which is subdimension of customer loyalty; Fifth, it is indicated that pleasure and dominance do not impact a significant effect on repurchasing intention; Sixth, it is indicated that pleasure does not impact a significant effect on recommendation intention and dominance does not impact a significant effect on recommendation intention; Finally, it is analyzed that repurchasing intention impacts a significant efffect on recommendation intention.
Abstract
The purpose of this study is to recognize which effect is impacted on physical environment and emotional reaction of eating-out consumers in Japanese restaurant, to define the effect of such physical environment and emotional reaction on repurchasing & recommendation intentions which are subdimensions of customer loyalty, and to provide useful information and implication to the management of Japanese restaurant. Data collection is made from April 10 to May 10, 2016. Total 400 questionnaires were distributed to Japanese restaurant and of them, 367 copies were collected. Of collected questionnaires, 23 copies were excluded for severe centering trend or being improper to analysis. Finally, we conducted factor analysis and reliability validation using SPSS 22.0 and AMOS 22.0 to the left 344 copies and conducted covariance structure analysis for validation of suggested study hypothesis. Analyzing results are as followings: First, it is indicated that restaurant marketability, restaurant service, restaurant eating & drinking environment, and restaurant convenience impact a significant positive effect on pleasure which is subdimension of emotional reaction; Second, it is indicated that restaurant marketability, restaurant eating & drinking environment, and restaurant convenience impact a significant positive effect on dominance which is subdimension of emotional reaction. While it is indicated that restaurant service does not impact a significant effect; Third, it is analyzed that restaurant marketability and restaurant service impact a significant effect on repurchasing intention which is subdimension of customer loyalty. While it is indicated that restaurant eating & drinking environment and restaurant convenience impact a significant positive effect on repurchasing intention which is subdimension of customer loyalty; Fourth, it is indicated that restaurant marketability and restaurant service impact a significant effect on recommendation intention which is subdimension of customer loyalty. While it is indicated that restaurant eating & drinking environment and restaurant convenience impact a significant positive effect on recommendation intention which is subdimension of customer loyalty; Fifth, it is indicated that pleasure and dominance do not impact a significant effect on repurchasing intention; Sixth, it is indicated that pleasure does not impact a significant effect on recommendation intention and dominance does not impact a significant effect on recommendation intention; Finally, it is analyzed that repurchasing intention impacts a significant efffect on recommendation intention.
참고문헌 (47)
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