제주지역 갤러리 카페의 물리적 서비스스케이프가 재방문의도에 미치는 영향: 고객감정(즐거움)을 조절변수로 (The Effect of Physical Servicescape of Gallery Cafe in Jeju on Revisit Intention: Customer Sentiment(Joy) as a Moderating Variable)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 28권 / 10호 / 134 ~ 148페이지
· 저자명 : 양태석, 최영진

초록

The study was conducted to identify the influences of the physical servicescape on the intention of revisits and the moderating effect of customer sentiment (joy) to physical servicescape and revisit intention in customers who visited Jeju territory’s gallery cafe. As the result of the study, first, the factors of the physical service scape of Jeju territory’s gallery cafe were defined as 6 factors, i.e. cleanness, attractiveness, convenience, equipment, space, and comfort. Second, the influence of the physical servicescape of Jeju territory’s gallery cafe to revisit intention was found that cleanness (β=0.283, p<0.01) and space (β=0.281, p<0.05) give positive influences to revisit intention. Third, in this study, in terms of the relation between the physical servicescape of Jeju territory’s gallery cafe and revisit intention, an moderating effect of customer sensitivity was found to increase as .585→.621→.637 indicating positive moderating effect of customer sentiment and space of physical servicescape was found to have a moderating effect on space (β=.550, t=2.865) and revisit intention at p<.01 of significance level. Therefore, it was found in this study that the physical servicescape of Jeju territory’s gallery cafe is an important factor to influence between customer sentiment and intention of actions through actual proof analysis and this study is meaningful in the respect that it was suggested that customer feelings, i.e. customers’ pleasure, through physical servicescape is an important factor to cause revisit is suggested through actual proof analysis.

영어초록

The study was conducted to identify the influences of the physical servicescape on the intention of revisits and the moderating effect of customer sentiment (joy) to physical servicescape and revisit intention in customers who visited Jeju territory’s gallery cafe. As the result of the study, first, the factors of the physical service scape of Jeju territory’s gallery cafe were defined as 6 factors, i.e. cleanness, attractiveness, convenience, equipment, space, and comfort. Second, the influence of the physical servicescape of Jeju territory’s gallery cafe to revisit intention was found that cleanness (β=0.283, p<0.01) and space (β=0.281, p<0.05) give positive influences to revisit intention. Third, in this study, in terms of the relation between the physical servicescape of Jeju territory’s gallery cafe and revisit intention, an moderating effect of customer sensitivity was found to increase as .585→.621→.637 indicating positive moderating effect of customer sentiment and space of physical servicescape was found to have a moderating effect on space (β=.550, t=2.865) and revisit intention at p<.01 of significance level. Therefore, it was found in this study that the physical servicescape of Jeju territory’s gallery cafe is an important factor to influence between customer sentiment and intention of actions through actual proof analysis and this study is meaningful in the respect that it was suggested that customer feelings, i.e. customers’ pleasure, through physical servicescape is an important factor to cause revisit is suggested through actual proof analysis.

참고자료

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