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http://dx.doi.org/10.5392/JKCA.2017.17.06.452

In-Store's Servicescapes and Consumer's Responses in Restaurant  

Choi, Chul-Jae (단국대학교 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.17, no.6, 2017 , pp. 452-469 More about this Journal
Abstract
The purpose of this study is to examine consumer's cognitive, affective and behavioral responses to in-store's servicescapes in restaurant by confirming the effect of service environment factors such as ambient, layout, interior and auditory on perceived service quality and image as cognitive responses, and the effect of perceived service quality and image on affective satisfaction as affective response, and the effect of affective satisfaction on repurchase intention as a behavioral responses. To this end, the research hypothesis was verified by structural equation model analysis using SPSS 21.0 and AMOS 20.0 statistical packages. The results of study are as follows. First, ambient environment, interior environment and auditory environment had significant influence on perceived service quality, but interior environment had no effect. Second, ambient environment and layout environment had a significant influence on the image, while the interior environment and auditory environment had no effect. Third, perceived service quality had a significant effect on emotional satisfaction, but had no effect on image and repurchase intention. Finally, image had a significant effect on emotional satisfaction and repurchase intention. Therefore, the marketing manager of the restaurant will need to plan and implement a service marketing strategy that will increase consumers' visit by enhance the perceived service quality level by improving ambient environment, layout environment and auditory environment, and increase image by improving ambient environment and layout environment.
Keywords
Servicescapes; Perceived Service Quality; Image; Affective Satisfaction; Repurchase Intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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