ABSTRACT

Purpose – This study aims to provide domestic franchise coffee shops with useful information by analyzing the impact of servicescape and the ability to provide service on the customer satisfaction and loyalty in franchise coffee shops in Seoul. Research, data, and Methodology – The data were collected for a month from 1st in February, 2016 through judgement sampling. Then, the available collected data were analyzed with SPSS 19.0 package. Results – The results from this study are as follows. First, the servicescape factors, which have impact on a franchise coffee shop’s customer satisfaction, are determined to be interior, cleanliness and coziness. Next, the ability to provide service affects customer satisfaction. Third, servicescape factors have impacts on customer satisfaction. Also, the service from a coffee shop affects customer loyalty. Therefore, a customer’s satisfaction through services of a coffee shop has an impact on customer loyalty. Conclusions – It is important to have not only the ability to provide service but also servicescape factors, such as interior, cleanliness and coziness in order to be distinct from other competitors. These difference might create customer satisfaction and retention which will bring profits.

KEYWORD

Franchise Coffee Shop, ServiceScape, Ability to Provide Service, Customer Satisfaction, Customer Loyalty.

REFERENCES(44)open

  1. [jounal] Bae, Hyun-Soo / 2014 / Research about the relationship between a five-star hotel kitchen’s physical environment and chief’s emotional reaction and group cohesiveness / Research on Restaurant Management 17 (2) : 299 ~ 323

  2. [confproc] Baker, J. / 1987 / The role of the environment in marketing services; The consumer perspective, In The Services Challenge: Integrating for Competitive Advantage / American Marketing Association proceedings series : 79 ~ 84

  3. [jounal] Bitner, M. J. / 1992 / Servicescapes : The impact of physical surroundings on customers and employees / Journal of Marketing 56 : 57 ~ 71

  4. [jounal] 변광인 / 2014 / 커피전문점 이용객의 지각된 문화마케팅전략이 브랜드 태도와 고객 충성도에 미치는 영향 - 스타벅스를 중심으로 - / Tourism Research 39 (1) : 167 ~ 190

  5. [jounal] Choi, Hyung-Min / 2011 / An exploratory research of the relationship between a franchise coffee shop’s servicescape and a customer’s brand attitude and brand loyalty / Food Space Research 6 (1) : 17 ~ 31

  6. [jounal] 최성환 / 2015 / 서비스 스케이프가 고객 감정과 관계 지속성에 미치는 영향에 관한 연구: 패밀리레스토랑을 중심으로 / 관광레저연구 27 (1) : 365 ~ 380

  7. [jounal] 추나영 / 2011 / 스포츠센터의 핵심서비스품질, 관계혜택, 대안매력도, 전환비용, 고객만족 및 재이용의도의 관계 / 한국스포츠산업경영학회지 16 (6) : 59 ~ 71

  8. [jounal] Edvardsson, B. / 2005 / Service quality : Beyond cognitive assessment / Managing Service Quality 15 (2) : 127 ~ 131

  9. [jounal] Florian, W. / 2004 / Satisfaction, loyalty and word of mouth within the customer base of a utility provider : Differences between stayers, switchers and referral switcher / Journal of Consumer Behavior 3 (3) : 211 ~ 220

  10. [jounal] Gronroos, C. / 1990 / An applied service marketing theory / European Journal of marketing 16 (7) : 30 ~ 41

  11. [jounal] 권희정 / 2014 / 호텔 내 레스토랑의 물리적환경을 통한 이미지가 레스토랑의 만족도와 재방문의도, 호텔의 이미지와 숙박의도에 미치는 영향에 대한 연구 / 관광레저연구 26 (2) : 105 ~ 122

  12. [jounal] 권정희 / 2014 / 호텔뷔페식당의 물리적 환경이 감정반응과 전환장벽에 미치는 영향 / 한국외식산업학회지 10 (1) : 43 ~ 58

  13. [jounal] 한도경 / 2015 / 국내 커피전문점의 서비스품질이 고객만족과 고객충성도에 미치는 영향에 관한 연구 / 외식경영연구 18 (1) : 189 ~ 209

  14. [jounal] 한여정 / 2016 / 호텔의 서비스스케이프에 따른 직원의 감정반응과 동기부여가 서비스 제공행동에 미치는 영향 / 외식경영연구 19 (1) : 243 ~ 264

  15. [jounal] Hwang, Mi-So / 2014 / The impact of hotel employee’s departments and self-directedness on the quality of service / Hotel Management Research 14 (4) : 113 ~ 131

  16. [jounal] 전민선 / 2011 / 커피전문점 이용 실태 및 커피전문점의 물리적 환경이 고객 행동 의도에 미치는 영향 - 서울·경기 지역 대학생을 중심으로 / 한국식품조리과학회지 27 (6) : 825 ~ 838

  17. [jounal] Jo, Joo-Eun / 2006 / The impact of domestic airline flight attendants’ service-orientation on the ability to provide service / Tourism Research 20 (1) : 169 ~ 182

  18. [jounal] Johnson, D. / 2005 / Cognitive and affective trust in service relationships / Journal of Business Research 58 (4) : 500 ~ 507

  19. [jounal] Jong, Hwi / 2015 / The research about the structural relationship between a hotel restaurant’s physical environment and customer behavior intention / Tourism Research 30 (3) : 451 ~ 463

  20. [jounal] Kandampully, J. / 2001 / Service guarantees : A strategic mechanism to minimize customers’perceived risk in service organizations / Managing Service Quality 11 (2) : 112 ~ 120

  21. [jounal] Gyeong-Cho Kim / 2013 / A Study on the Effects of Super-Supermarket Service Quality on Satisfaction in Store Selection / 산경연구논집 4 (2) : 41 ~ 49

  22. [jounal] Kim, Gwon-Dong / 2013 / The impact of a hotel’s servicescape on the job satisfaction and concentration on structure : Mediated effect of perceived and emotional reaction / East and North Tourism Research 9 (4) : 269 ~ 291

  23. [jounal] Kim, Jae-Hong / 2012 / The impact of loyalty benefits of hotel service on customer satisfaction and intention of conversion and retention – Verification of controls depending on individuals / Tourism Research 27 (4) : 117 ~ 139

  24. [jounal] Kim, Joon-Young / 2013 / The impact of a hotel business’ successful factor of service innovation on concentration on job and behavior of a service provider / Tourism Research 27 (6) : 409 ~ 430

  25. [jounal] Kim, Ki-Duck / 1999 / The research about customer satisfaction in the non-profit organisation / Customer Satisfaction Management 1 (1) : 34 ~ 41

  26. [jounal] 김판진 / 2016 / A Study on the Effects of Perceived Quality on Whitening Cosmetics’ Satisfaction and Repurchase : Focused on University Students / The East Asian Journal of Business Management 6 (2) : 15 ~ 22

  27. [jounal] Kim, Sung-Hyuck / 1992 / Research about job satisfaction and level of service delivery / Tourism Research 16 : 17 ~ 32

  28. [jounal] 고범석 / 2012 / 커피전문점 서비스스케이프가 고객만족, 재방문의도, 추천의도에 미치는 영향 / 한국외식산업학회지 8 (2) : 63 ~ 91

  29. [jounal] 구동우 / 2015 / 커피전문점 이용객의 브랜드 일체감이 관여도, 고객만족, 그리고 브랜드 충성도에 미치는 영향: 프랜차이즈 가맹점을 중심으로 / 고객만족경영연구 17 (1) : 67 ~ 87

  30. [jounal] Kotler, P. / 1973 / Atmospherics as a marketing tool / Journal of Retailing 49 (4) : 48 ~ 64

  31. [jounal] 서지연 / 2012 / 커피전문점에서의 체험이 브랜드 태도와 브랜드 애착 및 브랜드 충성도에 미치는 영향 / 외식경영연구 15 (4) : 105 ~ 128

  32. [jounal] 이상현 / 2015 / 헤어살롱 서비스스케이프 차별화 성공사례 / 유통과학연구 13 (9) : 71 ~ 79

  33. [jounal] 이승익 / 2014 / 커피전문점의 종사원 이미지를 포함한 서비스스케이프가 고객감정반응 및 행동의도에 미치는 영향 - 광주 · 전남 지역 중심으로 - / 호텔리조트연구 13 (3) : 193 ~ 214

  34. [jounal] Macintosh, G. / 2007 / Customer orientation, relationship quality, and relational benefits to the firm / Journal of Service Marketing 21 (3) : 150 ~ 159

  35. [book] Oliver, M. / 1996 / Understanding disability: From theory to practice / MacMillan

  36. [jounal] 박규은 / 2013 / 커피전문점의 서비스스케이프가 종사원의 감정적반응, 생리적반응 및 직무만족에 미치는 영향 / 호텔경영학연구 22 (4) : 1 ~ 17

  37. [jounal] 박호정 / 2014 / 호텔 주방의 물리적 환경이 직무만족 및 조직몰입에 미치는 영향 연구 / 한국외식산업학회지 10 (1) : 7 ~ 18

  38. [jounal] 박영제 / 2013 / 피자 전문점의 물리적환경이 서비스 품질과 행동의도에 미치는 영향 / 호텔경영학연구 22 (4) : 37 ~ 53

  39. [jounal] Ruiz-Molina, M. E. / 2009 / Relational benefits and loyalty in retailing : an inter-sector comparison. International / Journal of Retail & Distribution Management 37 (6) : 493 ~ 509

  40. [jounal] Seo, Kyung-Do / 2013 / The relationship among servicescape, relationship benefit, quality of relationship and the intention of behavior / Tourism Research 28 (4) : 373 ~ 393

  41. [jounal] Chung-Sub Shin / 2015 / The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty / The East Asian Journal of Business Management 5 (4) : 47 ~ 57

  42. [jounal] Son, Jae-Geun / 2013 / The relationship among a franchise coffee shop’s servicescape, brand assets and quality of relationship / Tourism Research 28 (4) : 101 ~ 115

  43. [jounal] Um, Young-Ho / 2010 / The impact of a franchise coffee shop’s servicescape on customer satisfaction and relationship achievements / Tourism Research 24 (3) : 329 ~ 344

  44. [jounal] 윤대균 / 2012 / 카지노 이용고객의 관계혜택, 신뢰, 고객만족, 관계유지의도와의 관계 연구 - 강원랜드 이용고객을 중심으로- / 대한경영학회지 25 (5) : 2413 ~ 2432