한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제12권12호
  • /
  • Pages.339-347
  • /
  • 2021
  • /
  • 2233-4890(pISSN)
  • /
  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
권호 표지
DOI QR코드

DOI QR Code

커피전문점의 서비스스케이프가 관계혜택 및 재방문의도에 미치는 영향

Effects of Coffee Shop Servicescapes on Relational Benefit and Revisit Intention

  • 고선희 (서원대학교 항공서비스학과)
  • Ko, Seon-Hee (Department of Airline Service, Seowon University)
  • 투고 : 2021.09.17
  • 심사 : 2021.12.20
  • 발행 : 2021.12.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 프랜차이즈 커피전문점 이용객을 대상으로 서비스스케이프가 관계혜택 및 재방문의도에 미치는 영향을 파악해 보고자 이론적 고찰을 통해 연구모형과 가설을 설정하였다. 서비스 스케이프는 선행연구를 토대로 시설 매력성, 서비스 매력성, 청결성의 3가지 요인으로 구분하였으며, 각 변수간의 관계를 살펴보기 위해 구조방정식 모형을 활용하였다. 실증분석 결과는 아래와 같다. 먼저 커피전문점의 서비스스케이프 중 시설매력성(가설 1-1)과 서비스 매력성(가설 1-2)은 관계혜택에 유의한 정의 영향을 미치는 것으로 나타나 가설 채택되었다. 반면 서비스스케이프 중 청결성은 관계혜택에 유의한 영향을 미치지 않아 기각되었다(가설 1-3). 둘째 관계혜택은 재방문의도에 유의한 정의 영향을 미칠 것이다 는 가설 2 는 채택되었다. 즉 직원이 편안함을 주고 특별서비스를 제공하며, 격이 없는 대화를 해줄수록 해당 매장을 다시 방문할 가능성이 높아진다는 것을 의미한다. 매장에 대한 믿음, 심리적인 안정감, 고객에 대한 고려와 같은 관계혜택이 고객의 재방문을 유도하는데 중요한 요인임을 알 수 있다. 마지막으로 서비스스케이프 중 시설의 매력성과 서비스매력성은 재방문의도에 유의한 영향을 미치는 것으로 나타났고, 청결성은 유의한 영향을 미치지 않는 것으로 나타나 가설 3은 부분 채택 되었다.

In this study, the study model and hypotheses were established by theoretical review to understand the impacts of servicescapes on relational benefits and revisit intention in the subjects of users in the franchise coffee shops. Based on the previous studies, the servicescape was classified with three elements including facility attractiveness, service attractiveness, and cleanness, and the analysis results are as follows. First, facility attractiveness(H1-1) and service attractiveness(H1-2) among servicescapes of coffee shops showed the significant impact on relational benefits, adopting Hypothesis 1-1 and H 1-2. On the other hand, cleanness among the servicescapes did not show any impact on relational benefits. Second, hypothesis 2 that relational benefits will significantly affect the revisit intention, positively was adopted. This means revisit potential will be enhanced more as the workers generate the comfort with special services and informal conversation more. It implicates that trust on the shops, psychological comfort, and consideration to the customers are important factors to induce their revisit. Finally, facility attractiveness and service attractiveness among servicescapes showed to affect he revisit intention significantly, while cleanness did not show that, partially adopting hypothesis 3.

키워드

참고문헌

  1. Korea Rural Economic Institute. (2018).
  2. https://www.dailian.co.kr/news/view/1008248/?sc=Naver
  3. B. H. Booms & M. J. Bitner. (1981) Marketing strategies and organization structures for service firms. In: Marketing of Services, American Marketing Association, Chicago. 1981.
  4. I. Y. Lin. (2004). Evaluating a Servicescape: The Effect of Cognition and Emotion. International Journal of Hospitality Management, 23(2), 163-178. DOI : 10.1016/j.ijhm.2003.01.001
  5. P. Kotler. (1973). Atmospherics as a Marketing tool. Journal of Retailing, 49, 48-64. https://www.researchgate.net/publication/239435728
  6. M. J. Bitner. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71. DOI : 10.2307/1252042
  7. T. Fernandes & S. Neves. (2014). The Role of Servicescape as a Driver of Customer Value in Experience-Centric Service Organizations: The Dragon Football Stadium Case. Journal of Strategic Marketing, 22(6), 548-560. DOI : 10.1080/0965254X.2014.914058
  8. K. P. Gwinner, D. D. Gremler & M. J. Bitner. (1998). Relational Benefits in Service Industries: The Customer's Perspective. Journal of the Academy of Marketing Science, 26(2), 101-114, DOI : 10.1177/0092070398262002
  9. T. Henning-Thurau, K. P. Gwinner & D. D. Gremler. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247. DOI : 10.1177/1094670502004003006
  10. P. K. Hellier, G. M. Geursen, R. A. Carr & J. A. Rickard. (2003). Consumer repurchase intention: a general structural equation model. European Journal of Marketing, 37, 1762-1800. DOI : 10.1108/03090560310495456
  11. K. Ryu, H. Han & T. H. Kim. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469. DOI : 10.1016/j.ijhm.2007.11.001
  12. K. D. Seo & J. E. Lee. (2013). The Influence of Servicesacpe, Relational Benefits, Relationship Quality, Consumer behavioral. Korean Journal of Tourism Research, 28(4), 373-393. http://www.riss.kr/link?id=A101591276
  13. K. Heo, H. S. Oh & Y. H. Suh. (2004). An Effect of Servicescape and Relational Benefits on Customer Value - Focusing on Beauty Salon", Journal of the korean society of fashion & beauty, 2(2), 23-33. http://www.riss.kr/link?id=A75242704
  14. J. K. Shon. (2013). The Relationship among Servicescape, Brand Equity, Relationship Quality. Korean Journal of Tourism Research, 28(4), 101-115. UCI : G704-000941.2013.28.4.003
  15. H. M. Kim, H. B. Kim & S. B. Cha. (2015). The Effect of Coffee Shop Selection Choice Attributes on Customer Behavioral Intention - Moderating Effect of Preferred Type of Coffee Shop. Korean Journal of Tourism Research, 30(2), 115-132, UCI : I410-ECN-0102-2015-300-002021218
  16. M. R. Kang & H. R. Lee. (2020). "The Effect of Servicescape in the Coffee Shop on Customer Citizenship Behavior: The Serial Multiple Mediating Effect of Experiential Value and Brand Commitment. Korean Journal of Tourism Research, 35(3), 25-45. http://www.riss.kr/link?id=A106807913
  17. N. T. B. Chau, I. G, Hyun & T. W. Roh, (2021). The Effect of Servicescape and Service Quality of Vietnamese Local Coffee Shops on Customer Satisfaction and Loyalty. Korea Research Academy of Distribution and Management, 24(2), 19-32. http://www.riss.kr/link?id=A107402762
  18. J. F. Hair, R. E. Anderson, R. L, Tatham & W. C. Black. (1998). Multivariate Data Analysis, Prentice-Hall International, New York
  19. J. C. Anderson & D. W. Gerbing. (1998). "Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach. Psychological Bulletin, 103(3), 411-423. DOI : 10.1037/0033-2909.103.3.411
  20. C. Fornell & D. F. Lacker. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. DOI : 10.2307/3151312
  21. J. F. Hair, W. C. Black, B. J. Babin, R. E. Anderson & R. L. Tatham. (2006). Multivariate Data Analysis, Englewood Cliffs, NJ: Prentice-Hall.