커피전문점에 대한 물리적 환경, 점포에 대한 감성, 만족에 관한 연구

A Study on the Physical Environments of Coffee Shops concerning the Customers' emotions towards Coffee Shops and Customers' Satisfaction: Focusing on Twenties and Thirties

The purpose of this study was to establish the physical environment which is suitable for coffee shops and examine how physical environment impacts on stores' emotions as a result how the stores' emotions influence on customers' satisfaction. This study used a multi-regression analysis to understand those relationship with focused on the age group of twenties and thirties. The results of this study proved that the factor of 'amusement·attractiveness', 'cleanliness·comfort' and 'environment' had a positive influence on 'customers' satisfaction' otherwise 'aesthetics', 'spaces', and 'convenience' did not statistically influence on 'stores' emotions'. Also the 'stores' emotions' was positively influenced on 'customers' satisfaction' in using coffee shops. This study found that what factors were considered as important in selecting coffee shops in terms of customers and the more customers have positive emotions the more the customers feel higher satisfaction. Therefore managers who operate coffee shops should be considered the element of emotional management to attract more customers for their business.