커피전문점의 서비스 스케이프가 고객만족과 행동의도에 미치는 영향관계 : 관계혜택의 조절효과

Abstract

Servicescape has established itself as a critical factor in contemporary marketing and consumer behavior research, significantly influencing customer satisfaction and behavioral intentions. Particularly, a pleasant physical environment in coffee shops contributes to increasing customer satisfaction and revisit intentions. This study aimed to investigate whether the service experience of coffee shops could lead to positive customer satisfaction and behavioral intentions by examining the components of the servicescape. To achieve the research objectives, an online survey was conducted, targeting adults aged 20 and older in Busan and Gyeongnam who had visited a coffee shop within the past two months. A total of 393 responses were collected and used for analysis. The primary analysis tools included SPSS 27.0 for exploratory factor analysis and reliability analysis, as well as AMOS 21.0 for confirmatory factor analysis, correlation analysis, and path analysis. Through the analysis, five factors of the coffee shop servicescape were identified: ambient conditions, seating comfort, cleanliness, aesthetics, and accessibility. The relationships between these factors, customer satisfaction, and behavioral intentions were examined, with the results summarized as follows: Seating comfort, cleanliness, and aesthetics of the coffee shop servicescape directly influenced customer satisfaction. Accessibility of the servicescape had a direct impact on behavioral intentions. Customer satisfaction directly affected behavioral intentions. Relational benefits, specifically social benefits, partially moderated these effects. These findings suggest that providing a customer-oriented servicescape in coffee shops can enhance customer satisfaction and encourage positive behavioral intentions, such as repeated visits. This, in turn, can be utilized to strengthen the competitiveness of coffee shops. Additionally, the study highlights the academic importance of customer-oriented research and provides practical implications for delivering customer-focused services.