커피專門店의 서비스스케이프가 顧客의 行動意圖에 미치는 影響

The Effect of Coffee Shop Servicescape on the Customers’Behavioral Intention: Focusing on Comparative Analysis by Gender and Usage

This paper identified the servicescape dimensions of coffee shop, investigated the difference of servicescape by gender and usage, and examined the effect of servicescape on behavioral intention. Data were collected from coffee shop users form October 10 to 15, 2011, and finally 292 questionairs were analysed. The six dimensions of servicescape were identified as follows; spatial layout, ambient condition, aesthetic appreciation, accessibility, convenience, and cleanliness. The significant difference in servicescape was found by gender and usage. The result revealed that spatial layout, accessibility, cleanliness & ambient condition affected on male customers ’ behavioral intention, while spatial layout, cleanliness, aesthetic appreciation & ambient conditions affected on female customers ’ behavioral intention. It was also found that spatial layout, cleanliness, ambient condition, & accessibility affected on heavy users ’ behavioral intention, while spatial layout & cleanliness affected on light users ’ behavioral intention.