A Study on the Influence of Physical Environment Perception to the Evaluation of Service Quality -Focused on the Factors of Physical Environment in Hotel Restaurant-

외식소비자의 물리적 환경지각이 서비스품질 평가에 미치는 영향 -호텔레스토랑의 물리적 환경 변수를 중심으로-

The purpose of this study is to make clear the importance of the physical environment as the factor of service evaluation and to establish the decisive factors with the expansion of the existing research model. This is also designed to suggest the administrative marketing strategies based on the customer research on the physical environment factors which can affect their shopping behavior who have visited the hotel restaurants. According to the results, it is obvious that physical environment have a great effect on service evaluation. It can be concluded that customers' satisfaction felt by physical environment gives positive influence on their shopping and they perceive the environment not individually but as a whole.