Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Servicescape and Customer Behavioral Intention: The Impact of Servicescape on Customer Emotion Responses towards Customer Satisfaction and Behavioral Intention in Local Coffee Shops in Kuala Lumpur, Malaysia

말레이시아 쿠알라룸프에 위치한 로컬 커피숍의 서비스 스케이프가 고객의 감정, 만족도, 향후 행동의도에 미치는 영향

  • Lee, Sang-Hyeop (Centre for Tourism, Hospitality, and Culinary Management, Sunway University) ;
  • KharKhiaw, Liew (Centre for Tourism, Hospitality, and Culinary Management, Sunway University) ;
  • Kim, Dong-Ho (Department of Baking Technology, Hyejeon College)
  • Received : 2015.09.18
  • Accepted : 2015.10.20
  • Published : 2015.10.31
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Abstract

There are limited resources on how servicescape influence customer emotions and respond towards customer satisfaction and behavioral intention. Hence, this research investigates how servicescape influence customer behavioral intention in local coffee shops in Kuala Lumpur by using Multiple Regression analysis. This study mainly focus on three environmental dimensions, which are the facility aesthetics, music and layout accessibility. Based on the result, it shows that both music and layout accessibility are significant factors that greatly influence customer satisfaction and behavioral intention. Overall, this research indicates that managers should realise thatmusic and layout accessibility play an important role to influence customers eating out at coffee shops.

본 연구의 목적은 말레이시아의 쿠알라룸프 지역에 거주하는 308명의 로컬 커피숍 고객을 대상으로 서비스 스케이프가 그들의 감정, 만족도, 향후 행동의도에 미치는 영향을 분석한 것이다. 말레이시아의 수도이자 최대 도시인 쿠알라룸프는 각종 프랜차이즈 커피숍뿐만 아니라, 로컬 커피숍이 매우 많이 성황 중에 있다. 하지만 로컬 커피숍에 대한 연구가 거의 전무한 실정에서, 본 연구는 매우 의미있고 중요한 시사점을 주는 것이라고 할 수 있다. 본 연구는 카페 고객이 느끼는 서비스 스케이프의 3가지 요소들이 고객의 감정에 미치는 영향, 고객의 감정이 만족도와 향후 행동의도에 미치는 영향, 그리고 만족도가 향후 행동의도에 미치는 영향을 연구하였다. 서비스 스케이프 요소들 중에서 music과 layout accessibility가 고객감정에 긍정적인 영향을 미치는 것으로 나타났다. Facility aesthetics는 고객감정에 긍정적인 영향을 미치지 않는 것으로 나타났다. 고객의 감정은 만족도와 향후 행동의도에 긍정적인 영향을 미치며, 고객만족 또한 향후 행동의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 말레이시아 수도인 쿠알라룸프 지역에 향후 진출하려는 커피숍 관련 사업체들에게 의미심장한 결과를 제시하는 점이 많은 중요한 연구라고 할 수 있다.

Keywords

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