| Title |
An Analysis on the Influence Relationship of the Service-scape and the Quality of Human Resource Service of Coffee Shops to Customer Loyalty |
| Authors |
복윤경(Bok, Yoon-kyung) ; 이소영(Lee, So-Young) |
| DOI |
http://dx.doi.org/10.14774/JKIID.2018.27.5.066 |
| Keywords |
Coffee Shop ; Servicescape ; Human Service Quality ; Customer Loyalty |
| Abstract |
Coffee shops have been settled as a culture and living space with multi-purposes which creates culture and trends. Accordingly, visual elements and atmosphere of coffee shops, lay-out to utilize the space, employees' service are very important factors for customers who visit the coffee shop. The purpose of this study is to examine the importance of the service-scape, which is the physical environment of coffee shops, and the quality of human resource service, the non-physical environment, and to analyze how this environmental conditions influence customer loyalty. The method of analysis is to conduct a survey for females and males at their 20's ~ 40's, and proceed an empirical analysis with frequency analysis, factor analysis, credibility verification, and regression analysis. The results are as follows: first, whereas comfort of seats, aesthetics, and cleanliness of the service-scape were analyzed to give a significant influence on customer loyalty, air- and heating-conditioned environment and usability were analyzed not to affect. Therefore, the space of coffee shops should be planned on the basis of convenience and comfort, and it should be designed considering the aesthetic environment for having long-term loyal customers. Second, the expertise, credibility, and interactivity of the quality of human resource service were analyzed to give a significant influence on customer loyalty. Therefore, providers for human resource service should not only focus on the comprehensive knowledges about coffee, but also on interaction and communication with customers. There are implications and contribution of this study to provide the basic resources of marketing strategies to owners and corporations that run coffee shops, and basic information to interior designers. |