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The Effect of the Servicescape on the Customers' Cognitive, Affective, and Conative Attitudes in Franchise Coffee Shops  

Kim, Dong-Jin (School of Food Science, Yeungnam University)
Lee, Seul-Gi (School of Food Science, Yeungnam University)
Publication Information
Culinary science and hospitality research / v.20, no.2, 2014 , pp. 232-245 More about this Journal
Abstract
The purpose of this study is to show that the servicescape influences customers' attitudes and behavior in retail business environments. Based on the findings from the related studies, this study proposed a model which explores how customers' perceptions of sevicescape influence customers' cognitive, affective, and conative attitudes (i.e., brand image, customer satisfaction, and revisit intention) in franchise coffee shops. In order to test the proposed research framework, the data were collected in Daegu and two other cites located in Gyeongbuk province. Descriptive statistics, factor analysis, and a series of multiple regression analysis were utilized in the study. The findings showed that the servicescape of franchise coffee shops significantly affected customers' cognitive, affective, and conative attitudes. In particular, it is found that the affective attitude (i.e., customer satisfaction) was best explained by the servicecape among the three types of attitudes. Marketing implications are also discussed based on the findings.
Keywords
coffee shop; servicescape; brand image; customer satisfaction; revisit intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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