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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.22 no.7 = no.82, 2016년, pp.203 - 221
최윤희 (경주대학교 외식조리학부) , 이연정 (경주대학교 외식조리학부)
This study aims to analyze the impact of servicescape on the perceived values and brand attitude of coffee customers. In order to archive our research objects, current study employed SPSS 22.0 statistal program. The summary is as follows. First, it was revealed that the servicescape of coffee shops ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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한국기업콘텐츠진흥원에 따른 국내 커피전문점의 실정은 어떠한가? | 한국기업콘텐츠진흥원에 따르면 국내 커피전문점 수는 2015년 11월말 기준 4만 9,600개로 조사되었고, 커피 시장규모도 2000년 이후 매년 평균 9%씩 성장하고 있어 전체 커피시장 중 46.8%로 가장 큰 비중을 차지하고 있으며, 성장은 앞으로도 지속될 것이라고 전하였다(머니 위크 2015). 이러한 폭발적인 커피전문점의 증가는 경쟁을 양산하여 도산하는 업체가 나타나고 있다. | |
커피전문점의 물리적 환경이 프랜차이즈 브랜드 전략에 중요한 의미인 이유는 무엇인가? | 커피전문점을 이용하는 고객에 있어 당해 브랜드에 대한 긍정적 태도를 형성하게 되는 원인이 가격 및 메뉴의 특성보다는 기분전환 및 여가의 즐거움을 추구하는 쾌락적 동기에 주안점을 두고 있음을 고려할 때, 커피전문점의 물리적 환경은 프랜차이즈 전문점의 브랜드 전략을 구축함에 있어 매우 중요한 의미로 확대될 수 있다(Kim TH et al 2010). 궁극적으로 고객의 구매결정에 도움이 되는 유형적인 물리적 환경, 즉 서비스스케이프는 현재 고객으로 하여금 지속적인 재방문을 유도하고, 잠재적 고객의 경우 해당 브랜드 사용을 통해 평균적인 고객으로부터 긍정적인 ‘정서적 반응(emotional res- ponse)’으로 우호적일 수 있기 때문이다(Chaud- huri A & Holbrook MB 2001). | |
선행 연구를 토대로 본 연구에서 정의한 서비스스케이프 개념은 무엇인가? | Baker J(1987)는 서비스스케이프 구성요소로 주변요소, 디자인요소, 사회적 요소로 보았으며, Yoo YH(2008)는 호텔 레스토랑 서비스 스케이프로 주변요소ㆍ기능성ㆍ심미성ㆍ안정성ㆍ편의성 등을 제시하였고, Sim SU & Park KS (2009)은 축제행사의 서비스스케이프를 진행요원ㆍ구조물디자인ㆍ상징디자인ㆍ체험편의ㆍ공연편의ㆍ청결성ㆍ배경음악 등으로 보았으며, Hyun KS & Han JS(2009)은 호텔의 서비스스케이프 구성요인으로 주변 환경ㆍ디자인 환경ㆍ사회적 환경을 제시하였다. 이상의 연구를 토대로 본 연구에서는 커피전문점의 서비스스케이프를 물리적 서비스 환경으로서 서비스 제공자에 의해서 조절될 수 있는 환경적 단서로 정의하고, 좌석의 안락성, 대기환경, 심미성, 청결성, 접근성 등을 중심으로 다루고자 한다. |
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