An Analysis of a Causal Relationship between a Franchise Coffee Shop's Servicescape Factors and the Ability to Provide Service with Customer Satisfaction and Loyalty

This report is aiming to provide useful information to domestic franchise coffee shops by analysing the impact of servicescape and the ability to provide service on the customer satisfaction and loyalty in franchise coffee shops in Seoul. The data was collected for a month from February 1, 2016 by targeting customers through judgement sampling. Then the available collected data, 398 out of 400, was analysed through SPSS 19.0 package. Written below is the summary of the result. First, the servicescape factors which have an impact on a franchise coffee shop's customer satisfaction are determined as interior, cleanliness, cozienss and so on. Next, it is figured out that the ability to provide service affect customer satisfaction. Third, cleanliness, cozienss and other servicescape factors have an impact on the customer satisfaction. Lastly, a coffee shop's customer satisfaction is analysed as having an impact on the customer loyalty. It is important to have not only the ability to provide service, but also servicescape factors, such as interior, cleanliness and coziness to distinguish a coffee shop from other competitors from customers' point of views. These difference might create customer satisfaction and retention which will bring profits.