커피전문점의 서비스스케이프, 이용고객의 브랜드 태도 및 브랜드 충성도간의 관계에 대한 탐색적 연구

An Exploratory Study of Relationships between Servicescape in Coffee shop, Customers' Brand Attitude and Brand Loyalty

This study investigates the Servicescape, which is associated with customers' Brand Attitude, and the relationship between Brand Attitude and Brand Loyalty to coffee shop brands. It aims to help suggest an appropriate branding strategy to the coffee shop brands in Korea. A sample of 491 coffee shop customers was collected from Seoul and Gyeonggi Province and data from 483 were used to derive the results after 8 outliers were removed. The dimensions pertaining to Servicescape include Interior Aesthetic, Cleanliness, Atmosphere, Layout, Staff Factor, and Social Factor. Path Analysis was conducted after the test of construct validity and reliability. The results can be summarized as follows: (1) Interior Aesthetics, Atmosphere, Staff Factor, and Social Factor are positive predictors of Brand Attitude. The effects of Cleanliness and Layout on Brand Attitude are insignificant. (2) Brand Attitude influences Brand Loyalty significantly. (3) The effects of Atmosphere and Staff Factor on Brand Attitude are higher than those of Interior Aesthetics and Social Factor.