The Korean Journal of Food & Health Convergence (식품보건융합연구)

Korea Food & Health Convergence Association (한국식품보건융합학회)
권호 표지
DOI QR코드

DOI QR Code

The Influence of Service Scape in Franchise Fast Food Restaurants on the Attitudes and Revisit Intentions of the MZ Generation

  • Moo-Ung SON (Department of business administration, Hanyang University) ;
  • Seunghyeon LEE (Dept. of Food Science and Service, College of Bio-Convergence, Eulji University) ;
  • Seong Soo CHA (Food Biotechnology Major, Eulji University)
  • Received : 2024.07.24
  • Accepted : 2024.09.05
  • Published : 2024.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigates the impact of servicescape elements in franchise fast food restaurants on the attitudes and revisit intentions of Generation MZ. Employing a mixed-methods approach, we surveyed 231 MZ consumers across five major urban centers. Our findings reveal that ambient conditions, spatial layout, and technology integration significantly influence MZ consumers' perceptions and behaviors. Specifically, sustainability-oriented design, customizable spaces, and seamless digital integration emerged as key drivers of positive attitudes and increased revisit intentions. Furthermore, we identify important generational differences, with Gen Z placing higher importance on Instagram-worthy aesthetics and contactless service options compared to Millennials. This research contributes to servicescape theory by proposing a novel framework tailored to MZ consumers in the fast food context. It offers practical implications for franchise operators seeking to attract and retain this crucial demographic. Our study highlights the evolving preferences of younger consumers and underscores the need for adaptable servicescape strategies in the fast food industry. The results suggest that franchises investing in environmentally conscious designs, flexible spaces, and cutting-edge technology are likely to see improved customer satisfaction and loyalty among MZ consumers. Future research could explore the long-term effects of these servicescape elements on brand perception and market share within the competitive fast food landscape.

Keywords

Acknowledgement

This work was supported by the research grant of the KODISA Scholarship Foundation in 2024.

References

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. 
  2. Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71. 
  3. Cha, S. S., & Kim, K. S. (2023). A Study on Selection Attributes of Luxury Goods in Online Stores of MZ Generation: Focusing on the Moderating Effects of Consumer Value. Journal of Distribution Science, 21(11), 103-111. 
  4. Cha, S. S., & Lee, M. H. (2021). What Kind of Fun Food Marketing Do Customers Want?. The Korean Journal of Food & Health Convergence, 7(3), 1-11. 
  5. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340. 
  6. Jacoby, J. (2002). Stimulus-organism-response reconsidered: an evolutionary step in modeling (consumer) behavior. Journal of consumer psychology, 12(1), 51-57 
  7. Jung, S. Y., & Cha, S. S. (2022). Attitude of Consumers toward Restaurant Service Robots Based on UTAUT2 Theory. The Korean Journal of Food & Health Convergence, 8(1), 9-16. 
  8. Kandampully, J., Bilgihan, A., Van Riel, A. C., & Sharma, A. (2023). Toward holistic experience-oriented service innovation: Co-creating sustainable value with customers and society. Cornell Hospitality Quarterly, 64(2), 161-183. 
  9. Kim, C. Y., Lee, S. H., & Cha, S. S. (2024). Effect of Importance of Selection Attributes on Satisfaction and Repurchase of Nostalgic Desserts among 20's. Journal of Industrial Distribution & Business, 15(3), 1-9. 
  10. Kim, K., Rha, Y. A., & Cha, S. S. (2024). The Effect of Selection Attribute Importance on Satisfaction and Repurchase among Generation MZ for Spicy Foods. Culinary Science & Hospitality Research, 30(2), 56-66. 
  11. Manthiou, A., Lee, S., Tang, L., & Chiang, L. (2014). The experience economy approach to festival marketing: Vivid memory and attendee loyalty. Journal of Services Marketing, 28(1), 22-35. 
  12. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76, No. 4, pp. 97-105). Cambridge, MA, USA: Harvard Business Review Press. 
  13. Rosenbaum, M. S., & Massiah, C. (2011). An expanded servicescape perspective. Journal of service management, 22(4), 471-490. 
  14. Rosenberg, M. J. (1960). Cognitive, affective, and behavioral components of attitudes. Attitude organization and change, 1-14. 
  15. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.