사회적 환경을 포함한 서비스스케이프가 고객의 감정반응과 행동의도에 미치는 영향 = 대구 중심가 커피전문점을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is finding out the impact of servicescape including social environment such as coffee shop employees and other customers, which is differentiated from other studies, on emotional responses and behavioral intention of customers in coffee shop environment. The revenues of brand coffee shops were compared and top four revenue brands(Starbucks, Caffebene, Coffee Bean and Angel-in-us) were selected. Questionnaire survey on customers who visited Starbucks, Caffebene, Coffee Bean and Angel-in-us located in Daegu city-center from June 24th to 29th 2013 were conducted. The survey consists of 100 questionnaire sheets per each brand. 384 questionnaire answer sheets were used for final analysis after excluding insincere answer sheets. According to the result of final analysis, esthetic aspect, comfort aspect, visible aspect of other customers and image of employees have significant positive impacts on pleasure while convenience and visible aspect of other customers have significant positive impacts on arousal. In addition, comfort aspect and image of employees have significant impacts on behavioral intention while pleasure and arousal both have significant impacts on behavioral intention.