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http://dx.doi.org/10.20878/cshr.2016.22.7.016

A Study on the Influence of Coffee Shop's Service-Scape on the Perceived Values, and Brand Attitude of Customers  

Choi, Yoon-Hee (Dept. of Food Service Management and Culinary, Gyeongu University)
Lee, Yeon-Jung (Dept. of Food Service Management and Culinary, Gyeongu University)
Publication Information
Culinary science and hospitality research / v.22, no.7, 2016 , pp. 203-221 More about this Journal
Abstract
This study aims to analyze the impact of servicescape on the perceived values and brand attitude of coffee customers. In order to archive our research objects, current study employed SPSS 22.0 statistal program. The summary is as follows. First, it was revealed that the servicescape of coffee shops has a positive influence on perceived value. Second, the servicescape of coffee shop has a positive influence on brand attitude. And perceived value of the customer has a positive impact on customer brand attitude. Based on the results, this research has concluded some theoretical suggestions as follows. First, in case of brand coffee shop, it was analyzed that the attractions of interior design color, floor and wall interior, and structure has influenced on the differentiated values of customers. Also, the accessability shows that the brand coffee shops with parking facilities along with the convenience provided by the off-site facilities make customers highly recognize the brand values. In addition, the results found that the factor of service condition becomes a determining factor. Thus, current study will contribute to consider the various elements of service scape when new business develop as well as redesign the previous stores.
Keywords
coffee shop; service-scape; perceived value; brand attitude;
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Times Cited By KSCI : 4  (Citation Analysis)
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