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1 The Korean Journal of Culinary Research Vol. 21, No. 1, pp (2015) 42 1) 2) 3) 1), 2), 3) The Influence of Physical Environment Service of Coffee Shops on Customer Satisfaction -Focusing on Texas Region Customers- Kwang-Woo Lee 1) Hyo-Jin Kim 2) Min-Sun Jeon 3) Dept. of Tourism Management, Daegu University 1) Dept. of Ecotourism, Kyungpook National University 2) Dept. of Food and Nutrition, Chungnam National University 3) Abstract When a customer chooses a coffee shop, different factors can influence his/her purchase. These factors can include tangible as well as intangible elements such as the coffee shop's atmosphere, layout, and interior. Thus, many coffee brands strive to serve not only a diverse menu, but also a unique quality of environment. This study aimed to investigate the influence of physical environment on customer satisfaction and loyalty in the coffee shop and evaluate the influential power of the physical environment factors using hierarchical regression analysis. Data was collected from customers of coffee shops in Texas, the U.S. The study found that the coffee shops physical environment influenced the customer's satisfaction and loyalty. Particularly, the coffee shop's physical environment including ambient and interior design greatly influenced the customers satisfaction. However, a broad range of physical environment factors such as temperature, aroma, lighting, color, and interior furnishings should be provided to increase the customer loyalty. The results may have a broader application to provide effective managerial and marketing information to Korean coffee entrepreneur brand in the U.S. and beyond. Key words: coffee shop, physical environment, customer satisfaction., (Lee YJ 2013),, , dearms@cnu.ac.kr, 99

2 43 (Kim YJ et al 2011). (atmosphere) (Choi HM & Lee HR 2011),,,. (Lee WJ 2013). (Yi YJ & Lee SJ 2006). (Chae GJ 2010). (Mehrabian A & Russell JA 1974), (Ghosh A 1990).,,..,,, %., 2000 (KB 2011), m, ( 2013) , , 2009, 4 16,

3 (2015) ( 2014).,., (Kim YO 2003; Kim KJ & Byun KI 2010; Ryu SH et al; Lee JY; Kim DG 2011; Lee JH 2013), (Lee SJ et al 2009; Kim SJ & Lee HR, 2011; Kim JH & Lee H 2011; Lee HJ & Seo JY 2012) (Heo JH & Woo JP 2013; Cha SH et al 2012). (physical environment), (Baker J 1987).,,, (Kotler P 1973), (Lee WJ & Kim WC 1998).,,.,,, (Donovan RJ & Rossitor JR, 1982). (Baker J 1987),. - - (Stimulus-Organism-Response) (S) (O) (R) (Spangenberg et al 1996),,,,., Louviere Johnson(1990),,,, 6, (Donovan RJ & Rossitor JR, 1982).,,, (Kim HK 2002),,,, (Son YJ 2010)., (Seok MR & Park JY 2012),,.., Tse

4 45 Wilton(1988), Westbrook Reilly(1983),.,. Howard Sheth(1969), Mano Oliver(1993). Oliver(1999),.,, Cronin Taylor(1992),.,, (Chen PT & Hu HH 2010)., (Kim GJ & Seoung TJ 2011)., (Kim, 2003)..., (Parasuraman A et al 1988).,. (Kotler P 1973), (Zeithaml et al 1990).. (Morrison AM 2002)., (Berry LL & Parasuraman A 1991).,

5 (2015) (Zeithaml et al 1990)., (Ghosh A 1990; Rabson S 1999; Lee YJ & Kim WC 1998)., (Donovan RJ & Rossitor JR 1982)., (Kim JH et al 2013),. (Fig. 1). H1:. H2:. H3: <Fig. 1> Research model. (+).,,. Kim Byun (2010), Park Yoon (2006), Lee Ko (2010) 6, DINESERV (Stevens P et al 1995) 5, 6, 3 3, DINESERV., Kim et al (2009) Ha Jang (2010) 1 2. Baker(1987) 7 15, Ha Jang (2010) Ha Jang (2010) 6. Likert 7 (1=, 7= ). Texas, Texas, ( 87%),

6 47,,.,, (varimax), (eigen value) 1.0, Cronbach s α.,,. SPSS <Table 1>. 114 (34.3%), 218 (65.7%) (75.3%), (10.8 %), (6.0%), (3.0%), 30 8 (2.4%), 50 8 (2.4%), 20., $20, (70.5%), $20,000 39, (13.3%), $40,000 59, (7.8%), $60,000 79, (3.6%) $20,000,. <Table 1> General characteristics of the respondents (N=332) Variables Variables Frequency(%) Gender Age(yrs.) Yearly income($) Female 218(65.7) Male 114(34.3) (10.8) (75.3) ( 2.4) ( 3.0) ( 2.4) Above 60 20( 6.0) Less than 20, (70.5) 20,000 39,999 44(13.3) 40,000 59,999 26( 7.8) 60,000 79,999 12( 3.6) 80,000 99,999 2( 0.6) 100, ,999 4( 1.2) Above 150,000 10( 3.0) Total 332(100.0) <Table 2>. 98 (29.5 %), 78 (23.5%), 60 (18.1%), 26 (7.8%), 23 (7.0%). 184 (55.4%), 74 (22.3%), 38 (11.4%) (21.1%), (19.9%), 1 50 (15.1%). 210 (63.3%), 62 (18.7%),

7 (2015) <Table 2> Purchasing behavior of the respondents Variables Frequency(%) Preferred brand 98(29.5) The closest location 78(23.5) Regular customer 60(18.1) Recommendation of a friend or family 26( 7.8) Motivation to visit Price 23( 7.0) Using a coupon or point card 20( 6.0) Advertisement 8( 2.4) Accidently 8( 2.4) Other reasons 11( 3.2) Family 184(55.4) Alone 74(22.3) Company Couple 38(11.4) Friend(s) 16( 4.8) Other colleagues 20( 6.0) 2 3 times a week 66(19.9) Once a week 50(15.1) Number of visit 2 3 times a month 70(21.1) Once a month 40(12.0) Every 2 3 months 34(10.2) Seldom 72(21.7) To drink coffee or other beverages 210(63.3) To have a chat with friends 62(18.7) Main purpose of visit To study or work 32( 9.6) To eat meals or snacks 8( 2.4) To meet with clients or colleagues for business 8( 2.4) Other reasons 12( 3.6) Total 332(100.0) 32 (9.6%). (Jeon MS Park OJ, 2011) 65%, (52.1%).

8 49 <Table 3> The validity and reliability of the variables Factor Factor loading Eigen value Variance explained (%) Cronbach's alpha Menu quality Good taste of coffee items A variety of coffee items Good taste of non-coffee items A variety of non-coffee items Right serving size A variety of snack items Good taste of snack items Kaiser-Meyer-Olkin(KMO)=0.891, Bartlett test of spehricity=1, , Sig=0.000 Service quality Knowledgeable employees Safe feeling in the coffee shop Well-trained employees The ordered menu served in time Respondence about wrong service Dependable and consistent menu items The items served in order Kind respondence during busy times Prompt and quick service Kaiser-Meyer-Olkin(KMO)=0.944, Bartlett test of spehricity=2, , Sig=0.000 Physical environment Right temperature of the area Nice aroma of the area Relaxing lighting Visually attractive area Ambient Cozy lighting Nice furniture Overall color scheme Cozy color scheme Comfortable chairs of tables Nice ceiling design Nice wall design Design Nice flooring material Attractive external Nice interior decoration such as paintings, other ornaments Nice interior decoration such as plants Interior space, designed with the privacy of customers Space Spacious space Enough area to move around in Music Good background music Relaxed music Kaiser-Meyer-Olkin(KMO)=0.907, Bartlett test of spehricity=5, , Sig=0.000 Satisfaction Overall satisfaction A pleasant time A good feeling Kaiser-Meyer-Olkin(KMO)=0.757, Bartlett test of spehricity= , Sig=0.000 Loyalty Re-visit Recommendation Positive word-of-mouth Kaiser-Meyer-Olkin(KMO)=0.725, Bartlett test of spehricity= , Sig=0.000

9 (2015), <Table 3> , 9, 20, 3, 3, (ambience), (design), (space), (sound) 4., Cronbach's α 0.90 Nunnally JC(1978) 0.70.,, (Table 4). 1 R 2 =0.683( R 2 =0.681) 68.9%, (t=12.071, p<0.001) (t=8.715, p< <Table 4> The impact power of the physical environment factors on the customer satisfaction Independent variables Model 1 Model 2 SE β t p SE β t p Tolerance (Constant) Menu quality *** *** Service quality *** *** Physical environment *** Ambient *** Design * Space Music R R² Modified R² F-value p ΔR² F-value for ΔR² Durbin-Watson Dependent variable: Customer satisfaction. *<0.05, ***<0.001.

10 ). 2 1, R 2 = 0.703( R 2 =0.705) 70.3% 1 2.5% (ΔR²=0.025).,.,,,, (t=6.932, p<0.001) (t=2.876, p<0.05). (β=0.450), (β=0.191)., (Durbin-Watson=1.967). (+) 1.,, (Table 5). 1 R 2 =0.519( R 2 =0.516) 51.9%, (t=5.689, p<0.001) (t=8.795, p< 0.001). 2 1, R 2 =0.551( R 2 = 0.548) 55.1% 1 R 2 3.2% (ΔR²=0.032).,.,,,, (t=4.703, p<0.001), (t=2.427, p< 0.05),, (t=2.506, p<0.05), (t=2.118, p< 0.05),. (β=0.331), (β= 0.174), (β=0.132), (β=0.116)., (Durbin-Watson=2.211). (+) 2. <Table 6>. R 2 = 0.728( R 2 =0.727) 72.8 %. (+) 3.

11 (2015) <Table 5> The impact power of the physical environment factors on the customer loyalty Independent variables Model 1 Model 2 SE β t p SE β t p Tolerance (Constant) Menu quality *** *** Service quality *** *** Physical environment *** Ambient *** Design * Space * Music * R R² Modified R² F-value p ΔR² F-value for ΔR² Durbin-Watson Dependent variable: Customer loyalty. *p<0.05, ***p< <Table 6> The relationships between the customer satisfaction and loyalty Dependent variable Independent variables Unstandardized coefficients β S.E. Beta Standardized coefficients t-value p Customer loyalty (Constant) Customer satisfaction R=0.853, R²=0.728, Modified R²=0.727, F-value= , p=0.000 V. Texas,.

12 53.,..,., 68.3% 70.3 %..,,,,. (Jeon MS Park OJ, 2011),,,,..,. 51.9% 55.1% 3.2%. 2.5%.,,,..,., 73.3%.,. 350 (2011 ) 5 700,.,, 10%,.. (Han H & Ryu K 2009; Ryu K & Han H 2011),,.,,,,.,

13 (2015).,,,,.,. Texas, 75% 20,..,..,,,..,. Texas..,,,,,..,.,?, Assessed January Available from: no= ,?, March 24 (2014). Available from: ilyosisa.co.kr/news/articleview.html?idxno=610

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정보화정책 제14권 제2호 Ⅰ. 서론 급변하는 정보기술 환경 속에서 공공기관과 기업 들은 경쟁력을 확보하기 위해 정보시스템 구축사업 을 활발히 전개하고 있다. 정보시스템 구축사업의 성 패는 기관과 기업, 나아가 고객에게 중대한 영향을 미칠 수 있으므로, 이에 대한 통제

정보화정책 제14권 제2호 Ⅰ. 서론 급변하는 정보기술 환경 속에서 공공기관과 기업 들은 경쟁력을 확보하기 위해 정보시스템 구축사업 을 활발히 전개하고 있다. 정보시스템 구축사업의 성 패는 기관과 기업, 나아가 고객에게 중대한 영향을 미칠 수 있으므로, 이에 대한 통제 연구논문 정보화정책 제14권 제2호, 2007년 여름, pp.3~18 정보시스템 감리인의 역량이 감리성과에 미치는 영향에 관한 연구 나중수*, 전성현** 최근 공공기관에서 정보화시스템 감리가 의무화되어 감리에 대한 관심이 증대되고 있으며, 한편으로 개선요구사 요약 항이 제기되고 있다, 그동안 정보시스템 감리분야의 연구는 감리지침과 감리기술연구, 감리실시유무에