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http://dx.doi.org/10.14400/JDC.2014.12.4.157

The Effects That the Physical Environment in Shops has on the Customers' Emotion and Royalty  

Kim, Jun-Whai (Dept. of Global Business & Information, Seoul Christian University)
Kim, Dong-Il (Dept. of Business Management, Pusan University)
Publication Information
Journal of Digital Convergence / v.12, no.4, 2014 , pp. 157-170 More about this Journal
Abstract
Professional coffee shops are trying to increase customers' satisfaction and to invite more customers by providing the differentiated services. The existing researches show that the effects which the physical environment in shops has on customers' satisfaction and word of mouth intention are appealing to people's attention. In comprehensively examining the studies related to the physical environment, they can be summarized into two main perspectives, that is, the direct effect that the physical environment has on customers' satisfaction, quality perception, and other customers' responses (purchase desire, revisit intention, etc.) and the indirect effect that the physical environment has on customers' responses by means of customers' emotion or value perception. This research established 4 hypotheses by sampling 321 customers of those who have visited professional coffee shops, and empirically analyzed them. The empirical analysis carried out the structure analysis of covariance by using SPSS 17.0 statistics package and AMOS 17.0. As a result of the hypothesis qualification, the other hypotheses excluding one little hypothesis were adopted. The one refused hypothesis is that the only symbolism of the environmental elements in shops doesn't influence the customers' emotion positively (+). This is considered as a very unexpected result, and yet many customers who visit coffee shops express the symbols of professional coffee shops using the expressions such as 'bean coffee shop' or 'star coffee shop', but these expressions seem not to influence customers' mind positively in practice.
Keywords
Physical Environment; Positive Consumption Emotion; Revisit Intention; Word of Mouth;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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