Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Effects of High Class Korean Restaurants' Servicescape on Customers' Emotional Response and Intention to Revisit

고급한식당 서비스스케이프가 고객감정반응과 재방문의도에 미치는 영향

  • Kim, Kyoung-Mi (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
  • Cho, Eun-Hye (Dept. of Hotel Culinary Arts & Nutrition, Kaya University) ;
  • Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-eui University)
  • 김경미 (동의대학교 외식산업경영학과) ;
  • 조은혜 (가야대학교 호텔조리영양학과) ;
  • 조용범 (동의대학교 외식산업경영학과)
  • Received : 2017.08.08
  • Accepted : 2017.08.24
  • Published : 2017.08.31
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Abstract

This study was conducted to investigate the effects of high class korean restaurants' servicescape on customers' emotional response and intention to revisit. This study also examined the relationship among emotional and cognitive reactions and intention to revisit. A total of 216 questionnaires were analyzed using the factor analysis, reliability test, and structural equation modeling analysis. The results revealed that space, aesthetics and comfortableness were positively related to emotional reaction, and convenience and cleanliness were related to cognitive reaction. This study also found that intention to revisit was positively related to emotional and cognitive reactions. Moreover, it was found that think was positively related to emotional reaction, and feel, think, act and the related were positively related to cognitive reaction. Finally, cognitive reaction was positively related to revisit. The results of the study suggested that high-class Korean restaurant marketers should introduce or strengthen servicescape, brand reputation and experiences, which increased brand attitude or revisit.

Keywords

References

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