레스토랑의 분위기, 색채, 음악이 감정적 반응, 만족도, 충성도에 미치는 영향에 대한 실험 연구

An Experimental Study on the Effects of Restaurant Atmosphere, Color and Music on Customer's Emotional Responses, Satisfaction and Loyalty

The purpose of this study was to investigate the effects of restaurant atmosphere, color and music on customer's positive emotion, negative emotion, satisfaction and loyalty. In this study, experiment has been performed. The combinations of eight color stimuli and eight music stimuli were manipulated in the video clip and two atmosphere stimuli were used. A quota sample of 400 customers were collected from the web survey and analyzed. The results were as follows. First, color and music stimuli were significantly different in 'dynamic and vibrant' and 'quiet and calm'. Second, positive emotion, satisfaction and customer loyalty were significantly different by color stimuli. And negative emotion was significantly different by music stimuli. Third, color had a main effect on satisfaction and customer loyalty. And music had a main effect on negative emotion.