This study was conducted in combination with theoretical research and empirical research to verify the effect of coffee shops' physical environment on customer satisfaction and behavior intention and the effect of customer satisfaction on behavior int...
This study was conducted in combination with theoretical research and empirical research to verify the effect of coffee shops' physical environment on customer satisfaction and behavior intention and the effect of customer satisfaction on behavior intention.
First, the concepts of physical environment, customer satisfaction, and behavior intention were identified and measurement factors were derived, through a theoretical review. As for physical environment, the results of precedent studies were analyzed, which was followed by the summarized presentation of the factors most influential on customer satisfaction and behavior intention, etc.
Next, the relationship between measurement variables produced hypotheses based on precedent studies. In addition, differences in physical environment, customer satisfaction, and behavior intention according to the type of coffee shops (franchise or individual brand) were examined.
On the basis of precedent studies, the questionnaire was composed of 24 items for physical environment, 3 items for customer satisfaction, and 4 items for behavior intention.
For the purposes of conducting a survey, 6 coffee shops located in Seomyeon, Busan (3 franchises: STARBUCKS, HOLLYS, and EDIYA; and 3 individual brands: BLACKUP, JM COFFEE, and KOFFISIX) were selecκd, and the survey was conducted targeting customers who were drinking coffee at these coffee shops during the course of a seven day period between April 23 and 29, 2018.
Out of the 300 copies of questionnaire distributed to customers, 281 copies were returned. All of the returned 281 copies of the questionnaire were used for a final analysis, and the statistics program applied was SPSS 23.
The results of this study are as stated below:
First, physical environment of coffee shops comprised a total of 24 items, but as 3 items were excluded in the process of statistical analysis, 21 items were finally reflected. These 21 items included 6 factors (entertainment, aesthetics·attractiveness, cleanliness, convenience, spatiality, environment). Customer satisfaction and behavior intention in relation to coffee shops comprised 3 items and 3 items, respectively, which appeared in a single dimension.
Second, when the effect of coffee shops' physical environment on customer satisfaction was analyz떠, it was found to be partially significant.
Third, when the effects of coffee shops' customer satisfaction and physical environment on behavior intention were analyzed, both customer satisfaction and physical environment were confirmed to be significant.
Fourth, as for differences in physical environment according to the type of coffee shops, the level of physical environment was assessed to be generally higher in individual brands than franchises, except for the spatiality factor. Particularly, ‘KOFFISIX’ received the highest scores in terms of entertainment, cleanliness, spatiality and environment factors, and ‘BLACKUP’ and ‘JM COFFEE’ in terms of the aesthetics & attractiveness factors and the convenience factor, respectively.
Fifth, when differences in customer satisfaction according to the 디rpe of coffee shops (franchise or individual brand) were analyzed, it was confirmed that customer satisfaction with ‘BLACKUP’ and ‘KOFFISIX’ was the highest, followed by JM COFFEE (moderate) and STARBUCKS, HOLLYS, and EDIYA’ (lowest).
Sixth, when differences in behavior intention according to the type of coffee shops (franchise and individual brand) were analyzed, the behavior intention was high in the following order. Based on these results, the following implications were drawn:
First, considering that the more pleasant and satisfactαy your time at a coffee shop is, the more likely you 따e to re visit the place, it is necessary to consistently manage the quaility of coffee as well as the physical environment suited to the expectations and needs of customers.
Second, the concept of a photo zone also needs to be established by securing indoor and outdoor spaces of appropriate size, differentiation through a unique concept interior design, an attractive outdoor space such as open-air terrace, an exterior entirely made of glass, and somewhat soft, delicate lighting, etc.