DOI QR코드

DOI QR Code

In-Store's Servicescapes and Consumer's Responses in Restaurant

레스토랑 내부 서비스환경과 소비자반응

  • Received : 2017.03.02
  • Accepted : 2017.03.23
  • Published : 2017.06.28

Abstract

The purpose of this study is to examine consumer's cognitive, affective and behavioral responses to in-store's servicescapes in restaurant by confirming the effect of service environment factors such as ambient, layout, interior and auditory on perceived service quality and image as cognitive responses, and the effect of perceived service quality and image on affective satisfaction as affective response, and the effect of affective satisfaction on repurchase intention as a behavioral responses. To this end, the research hypothesis was verified by structural equation model analysis using SPSS 21.0 and AMOS 20.0 statistical packages. The results of study are as follows. First, ambient environment, interior environment and auditory environment had significant influence on perceived service quality, but interior environment had no effect. Second, ambient environment and layout environment had a significant influence on the image, while the interior environment and auditory environment had no effect. Third, perceived service quality had a significant effect on emotional satisfaction, but had no effect on image and repurchase intention. Finally, image had a significant effect on emotional satisfaction and repurchase intention. Therefore, the marketing manager of the restaurant will need to plan and implement a service marketing strategy that will increase consumers' visit by enhance the perceived service quality level by improving ambient environment, layout environment and auditory environment, and increase image by improving ambient environment and layout environment.

본 연구는 레스토랑 서비스 환경에서 점포내부에서 제시되는 서비스 환경요인이 인지반응으로서 지각된 서비스품질 및 이미지에 미치는 영향을 검증하고, 또한 이들 인지반응요소와 감정반응으로서 감정적 만족 관계, 그리고 감정적 만족과 행동반응으로서 재 구매의도 관계를 확인하여 레스토랑 내부의 서비스 환경에 대한 소비자의 인지반응, 감정반응 및 행동반응의 관계를 설명하는데 목적이 있다. 이를 위해 SPSS 21.0 및 AMOS 20.0 통계패키지를 이용하여 구조방정식모형분석으로 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 주변 환경, 인테리어환경 및 청각환경은 지각된 서비스품질에 유의한 영향을 준 반면 인테리어환경은 지각된 서비스품질에 영향이 없었다. 둘째, 주변 환경 및 레이아웃환경은 이미지에 유의한 영향을 준 반면 인테리어환경 및 청각환경은 이미지에 영향이 없었다. 셋째, 지각된 서비스품질은 감정적 만족에 유의한 영향을 준 반면 이미지 및 재 구매의도에는 영향이 없었다. 마지막으로, 이미지는 감정적 만족 및 재 구매의도에 모두 유의한 영향을 주었다. 따라서 레스토랑의 마케팅관리자는 소비자에게 주변 환경, 레이아웃환경 및 청각환경을 개선하여 지각된 서비스품질 수준을 높이고, 또한 주변 환경 및 레이아웃환경을 개선하여 기업의 이미지를 높임으로써 소비자에게 감정적 만족을 유도하고 재방문을 높일 수 있는 서비스 마케팅전략을 계획하고 실행해야 할 것이다.

Keywords

References

  1. 김지윤, "바람난 외식업계 (2)," 헤럴드경제, 2월, 16일, 2016.
  2. P. Kotler, "Atmospherics as a Marketing Tool," J. of Retailing, Vol. 49, pp. 48-64, 1974.
  3. L. W. Turley and R. E. Milliman, "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," J. of Business Research, Vol. 49, pp. 193-211, 2000. https://doi.org/10.1016/S0148-2963(99)00010-7
  4. A. Mehrabian and J. A. Russell, An Approach to Environmental Psychology, MIT Press, Cambridge, MA, 1974.
  5. M. J. Bitner, "Servicescapes: The Impact of Physical Surrounding on Customers and Employees," J. of Marketing, Vol. 56, pp. 57-71, 1992. https://doi.org/10.2307/1252042
  6. K. I. Wakefield and J. G. Blodgett, "The Effect of Servicescape on Customers' Behavioral Intentions in Leisure Service Settings," J. of Service Marketing, Vol. 10, No. 6, pp. 45-61, 1996. https://doi.org/10.1108/08876049610148594
  7. C. J. Holahan, Environmental Psychology, Random House Inc. New York, 1982.
  8. N. Y. Siu, P. Y. K. Wan, and P. Dong, "The Impact of the Servicescape on the desire to Stay in Convention and Exhibition Centers The Case of Macao," International J. of Hospitality Management, Vol. 31, pp. 236-246, 2012. https://doi.org/10.1016/j.ijhm.2011.06.011
  9. 최철재, "인지적, 감정적, 행동적 반응 간 구조관계: 은행서비스를 중심으로," 유통경영학회지, 제19권, 제4호, pp. 5-19, 2016.
  10. E. J. Lawler, "An Affect Theory of Social Exchange," America J. of Socology, Vol. 107, No. 2, pp. 321-352, 2001. https://doi.org/10.1086/324071
  11. H. Dai, X. Lou, X. Liau, and M. Cau, "Explaining Consumer Satisfaction of Services: the Role of Innovativeness and Emotion in an Electronic Environment," Decision Support, Vol. 70, pp. 97-106, 2015. https://doi.org/10.1016/j.dss.2014.12.003
  12. J. Baker, A. Parasuraman, D. Grewal, and G. B. Voss, "The Influence of Multipul Store Environment Cues on Perceived Merchandise Value and Patronage Intentions," J. of Marketing, Vol. 66, No. 2, pp. 120-141, 2002. https://doi.org/10.1509/jmkg.66.2.120.18470
  13. C. Gronroos, "Strategic Management and Marketing in the Service Sector," Research Report No. 8, Swedish School of Economics and Business Administration, Helsinki, 1982.
  14. R. L. Oliver, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions," J. of Marketing Research, Vol. 17, pp. 460-469, 1980. https://doi.org/10.2307/3150499
  15. V. A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," J. of Marketing, Vol. 52, pp. 2-22, 1988. https://doi.org/10.2307/1251446
  16. R. G. Golledge, "Environmental Cognition," in Handbook of Environmental Psychology, Vol. 1, Daniel Stokols and Irwin Aitman, eds, New York: John Wiley & Sons, Inc., pp. 131-174, 1987.
  17. K. E. Boulding, The Image, University of Michigan Press, Ann Arbor, MI, 1956.
  18. E. C. Hirschman, B. Greenberg, and D. H. Robertson, "The Intermarket Reliability of Retail Image Research: An Empirical Examination," J. of Retailing, Vol. 54, pp. 3-12, 1978.
  19. G. M. Erickson, J. K. Johannson, and P. Chao, "Image Variables in Multiattribute Product Evaluations: Country-of-Origin Effects," J. of Consumer Research, Vol. 11, pp. 694-699, 1984. https://doi.org/10.1086/209005
  20. M. R. Zimmer and L. L. Golden, "Impression of Retailing Stores: A Content Analysis of Consumer Images," J. of Retailing, Vol. 64, No. 3, pp. 265-293, 1988.
  21. J. Romaniuk and B. Sharp, "Brand Salience and Customer Defection in Subscription Markets," J. of Marketing Management, Vol. 19, pp. 25-44, 2003. https://doi.org/10.1080/0267257X.2003.9728200
  22. C. Gronroos, "A Service Quality Model and Its Marketing Implications," European J. of Marketing, Vol. 18, No. 4, pp. 36-44, 1984. https://doi.org/10.1108/EUM0000000004784
  23. J. Chebat, M. J. Sirgy, and V. St-James, "Upscale Image Transfer from Malls to Stores: A Self-Image Congruence Explanation," J. of Business Research, Vol. 59, pp. 1288-1296, 2006. https://doi.org/10.1016/j.jbusres.2006.09.007
  24. E. W. Anderson and M. W. Sullivan, "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, Vol. 12, pp. 125-143, 1993. https://doi.org/10.1287/mksc.12.2.125
  25. R. L. Oliver, Satisfaction: A Behavioral Perspective on the Consumer, Irwin/McGraw-Hill, NY, 1997.
  26. R. Bagozzi, M. Gopinach and P Nyer, "The Role of Emotions in Marketing," J. of the Academy of Marketing Science, Vol. 27, No. 2, pp. 184-206, 1990. https://doi.org/10.1177/0092070399272005
  27. G. Oderkenken-Schroder, M. van Birgelen, J. Lemmik, K. de Ruyter, and M. Wetzele, "Moments of Sorrow and Joy: An Empirical Assessment of the Complementary Value of Critical Incidents in Understanding Customer Service Evaluations," European J. of Marketing, Vol. 34, No. 1/2, pp. 107-125, 2000. https://doi.org/10.1108/03090560010306232
  28. R. P. Bagozzi and R. E. Burnkrant, "Attitude Organization and Attitude-Behavior Relationship," J. of Personality and Soial Psychology, Vol. 37, No. 1, pp. 913-929, 1979. https://doi.org/10.1037/0022-3514.37.6.913
  29. L. G. Schiffman and L. L. Kanuk, Consumer Behavior 7th ed., Prentice-Hall, 2000.
  30. N. Spears and S. N. Singh, "Measuring Attitude tpward the Brand and Purchase Intentions," J. of Current Issues and Research in Advertising, Vol. 26, No. 2, pp. 53-66, 2004. https://doi.org/10.1080/10641734.2004.10505164
  31. V. Mittal and W. A. Kamakura, "Satisfaction, Purchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics," J. of Marketing Research, Vol. 38, No. 1, pp. 131-142, 2001. https://doi.org/10.1509/jmkr.38.1.131.18832
  32. G. I. Lilien, P. Kotler, and K. S. Moorthy, Marketing Models, Prentice-Hall: Englewood Cliffs, NJ, 1992.
  33. P. K. Hellier, G. M. Geursen, R. A. Carr, and J. A. Rickard, "Customer Repurchase Intention: A General Structual Equation Model," European J. of Marketing, Vol. 37, No. 11/12, pp. 1762-1800, 2001.
  34. V. A. Zeithaml, L. I. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality," J. of Marketing, Vol. 60, No. 4, pp. 31-46, 1996.
  35. Y. Wang and C. Tsai, "The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds," The International J. of Business and Finance Research, Vol. 8, No. 2, pp. 27-40, 2014.
  36. L. S. Robinson and R. J. Callan, "UK Conference Delegates' Cognizance of the Importance of Venue Selection Attributes," J. of Convention and Event Tourism, Vol. 7, No. 1, pp. 77-95, 2005. https://doi.org/10.1300/J452v07n01_06
  37. H. Han and K. Ryu, "Moderating Role of Personal Characteristics in Forming Restaurant Customers' Behavioral Intentions: An Upscale Restaurant Setting," J. of Hospitality and Leisure Marketing, Vol. 15, No. 4, pp. 25-53, 2006. https://doi.org/10.1300/J150v15n04_03
  38. D. Hooper, J. Coughlan, and M. R. Mullen, "The Servicescape as an Antecedent to Service Quality and Behavioral Intentions," J. of Services Marketing, Vol. 27, No. 4, pp. 271-280, 2013. https://doi.org/10.1108/08876041311330753
  39. I. Y. Lin, "Effects of Visual Servicescape Aesthetics Comprehension and Application on Consumer Experience," J. of Services Marketing, Vol. 30, No. 7, pp. 692-712, 2016. https://doi.org/10.1108/JSM-08-2015-0258
  40. H. Han, "Effects of In-Flight Ambience and Space/Function on Air Travelers' Decision to Select a Low-Cost Airline," Tourism Management, Vol. 37, pp. 125-135, 2013. https://doi.org/10.1016/j.tourman.2013.01.008
  41. K. B. Monroe and J. B. Guiltnan, "A Path-Analytic Exploration of Retail Patronage Influences," J. of Consumer Research, Vol. 2, pp. 19-28, 1975. https://doi.org/10.1086/208612
  42. J. D. Herrington and L. M. Capella, "Practical Applications of Music in Service Settings," J. of Service Marketing, Vol. 8, No. 3, pp. 50-65, 1994. https://doi.org/10.1108/08876049410065615
  43. 박승환, 최철재, 소비자행동의 이해, 도서출판 대경, 2005
  44. E. Nesset and O. Helgessen, "Satisfaction and Image as Mediators of Store Loyalty Drivers in Grocery Retailing," The International Review of Retail, Distribution and Consumer Research, Vol. 21, No. 3, pp. 267-292, 2011. https://doi.org/10.1080/09593969.2011.588716
  45. M. E. G. Janaina, B. S. Paula, and M. M. Edgard, REAd, Special Issue 36, 2003.
  46. 최철재, 민대규, "지각된 점포특성과 충성도 관계에서 소비자의 감정적 반응 및 점포이미지의 매개적 역할," 한국콘텐츠학회논문지, 제16권, 제5호, pp. 68-86, 2016. https://doi.org/10.5392/JKCA.2016.16.05.068
  47. E. W. Anderson and C. Fornell, "A Customer Satisfaction Research Prospectus," in R. T. Rust and R. L. Oliver(Eds), Service Quality New Directions in Theory and Practice, pp. 241-268, 1994.
  48. R. T. Rust and R. L. Oliver, "Service Quality Insights and Managerial Implications from the Frontier," in R. T. Rust and R. L. Oliver(Eds), Service Quality New Directions in Theory and Practice, pp. 241-268, 1994.
  49. G. Oderkenken-Schroder, M. V. Birgelen, J. Lemmik, K. de Ruyter, and M. Wetzele, "Moments of Sorrow and Joy: An Empirical Assessment of the Complementary Value of Critical Incidents in Understanding Customer Service Evaluations," European J. of Marketing, Vol. 34, No. 1/2, pp. 811-828, 2000.
  50. K. C. Lovelock and J. Wirtz, Service Marketing: People, Technology, Strategy 6th (Eds), Pearson, Pretice Hall, 2007.
  51. J. Semeijn, A. C. R. van Riel, and A. B. Ambrosini, "Consumer Evaluations of Store Brands: Effects of Store Image and Product Attributes," J. of Retailing and Consumer Services, Vol. 11, pp. 247-258, 2004. https://doi.org/10.1016/S0969-6989(03)00051-1
  52. O. Helgesen, J. I. Havold, and E. Nesset, "Impacts of Store and Chain Images on the "Quality-Satisfaction-Loyalty Process" in Petrol Retailing," J. of Retailing and Consumer Services, Vol. 17, No. 2, pp. 109-118, 2010. https://doi.org/10.1016/j.jretconser.2009.11.001
  53. D. Burns and L. Neisner, "Customer Satisfaction in a Retail Setting: the Contribution of Emotion," International J. of Retail and Distribution Management, Vol. 34, No. 1, pp. 49-66, 2006. https://doi.org/10.1108/09590550610642819
  54. A. Parasuraman, V. A. Zeithaml, and I. I. Berry, "A Conceptual Model of Service Quality and Its Implication for Future Research," J. of Marketing, Vol. 49, No. 4, pp. 41-50, 1985. https://doi.org/10.2307/1251430
  55. C. Gronroos, "A Service Quality Model and Its Marketing Implications," European J. of Marketing, Vol. 21, No. 4, pp. 168-190, 1984.
  56. S. M. C. Loureiro, "The Effect of Perceived Benefits, Trust, Quality, Brand Awareness/Association and Brand Loyalty on Internet Banking Brand Equity," International J. of Electronic Commerce Studies, Vol. 4, No. 2, pp. 139-158, 2013. https://doi.org/10.7903/ijecs.1000
  57. G. Das, "Linkages of Retailer Personality, Perceived Quality and Purchase Intention with Retailer Loyalty: A Study of Indian Non-Food Retailing," J. of Retailing and Consumer Services, Vol. 21, pp. 407-414, 2014. https://doi.org/10.1016/j.jretconser.2013.11.001
  58. S. Lewis, "Measuring Corporate Reputation," Corporate Communications: An International J., Vol. 6, No. 1, pp. 392-410, 2001.
  59. N. Nguyen and G. Leblanc, "Corporate Image and Corporate Reputation in Customers' Retention Decisions in Services," J. of Retailing and Consumer Services, Vol. 8, pp. 227-236, 2001. https://doi.org/10.1016/S0969-6989(00)00029-1
  60. V. Liljander and T. Strandvik, "Emotions in Service Satisfaction," International J. of Service Industry Management, Vol. 8, No. 2, pp. 148-169, 1997. https://doi.org/10.1108/09564239710166272
  61. B. Strauss and P. Neuhaus, "The Qualitative Satisfaction Model," International J. of Service Industry Management, Vol. 8, No. 3, pp. 236-249, 1997. https://doi.org/10.1108/09564239710185424
  62. Y. Yu and A. Dean, "The Contribution of Emotional Satisfaction to Customer Loyalty," International J. of Service Industry Management, Vol. 12, No. 3, pp. 234-250, 2001. https://doi.org/10.1108/09564230110393239
  63. V. A. Zeithaml, Defining and Relating Prices, Perceived Quality and Perceived Value, Cambridge, UK Marketing Science Institute, MA, 1987.
  64. G. LeBlanc and N. Nguyen, "Cues used by Customers Evaluating Corporate Image in Service Firms: An Empirical Study in Financial Institutions, Corporate," An International J., Vol. 1, No. 2, pp. 30-38, 1996.
  65. 최철재, "식품소매점의 이미지 구성요인과 만족, 신뢰, 추성도 간 구조적 인과관계," 한국콘텐츠학회논문지, 제13권, 제11호, pp. 366-381, 2013. https://doi.org/10.5392/JKCA.2013.13.11.366
  66. L. Dube and K. Menon, "Multiple Roles of Consumption Emotions in Post-Purchase Satisfaction with Extended Service Transactions," International J. of Service Industry Management, Vol. 11, No. 3, pp. 287-304, 2000. https://doi.org/10.1108/09564230010340788
  67. R. E. Anderson and S. S. Sirinivasan, "E-Satisfaction and E-Loyalty: A Contingency Framework," Psychology and Marketing, Vol. 20, pp. 123-138, 2003. https://doi.org/10.1002/mar.10063
  68. V. LilJander and T. Strandvik, "The Nature of Customer Relationships in Services," in Swartz, T. A. and Bowen, S. W.(eds), Advances in Services Marketing, Vol. 4, pp. 141-167, 1995.
  69. R. J. Donvan and D. I. Rossiter, "Store Atmosphere; An Environmental Psychology Approach," J. of Retailing, Vol. 2, No. 1, pp. 34-57, 1982.
  70. J. B. Cohen and C. S. Areni, "Affect and Consumer Behavior," in Handbook of Consumer Behavior(Eds.), T. S. Robertson and H. H. Kassarjian, Englewood Cliffs, Prentice Hall, 1991.