어윤선, "떡볶이전문점의 서비스스케이프가 고객감정반응 및 재방문의도에 미치는 영향" (한국외식산업학회, 2016.)
2020.11.17
126
떡볶이
The Effects of Tteokbokki Shop's Servicescape on the Emotional Response and the Intend of Revisiting for Customers
홍종호 어윤선
This study is on the impact of tteokbokki shop's servicescape on customer emotional response and revisiting, and distinguishes the factors of servicescape into three ones in total, i.e. ambient condition, spatial functionality, and cleanliness based on the preceding studies. The study model and the hypotheses on revisiting intention were derived, dividing customer emotional response into positive emotional response and negative one. A survey was conducted with national customers who had visited tteokbokki shops, and a reliability analysis, a corelation analysis, an exploratory factor analysis, and a regression analysis were also performed using statistical package program of SPSS 21.0. The results of this study were as follows. First, ambient condition and cleanliness of the servicescape of tteokbokki shops were shown to have a significant positive impact on customers' positive emotional response, and the impact of spatial functionality on it was shown to be statistically insignificant. Cleanliness was shown to have a significant negative effect on customers' negative emotional response, and the effect of ambient condition and spatial functionality on it was shown to be statistically insignificant. Secondly, customers' positive emotional response was shown to have a significant positive effect on revisiting intention, while customers' negative emotional response didn't have any impact on revisiting intention. Thirdly, cleanliness was shown to have a significant positive impact on revisiting intention, while the impact of ambient condition and spatial functionality on revisiting intention was statistically insignificant. I presented the implications of this study and the directions of future studies, synthesizing all the study results.
