커피전문점의 물리적 환경에 따른 이용고객의 자아일치성과 만족도, 충성도에 미치는 영향

The Effect of Coffeehouse's Physical Environment on Self-congruity, Satisfaction and Loyalty

The purpose of this study was to examine the relationships among physical environment, self-congruity, satisfaction, and loyalty in the coffeehouse setting. This study adopted second-order factor of physical environment, imploying trend(fashion), cleanliness, reliability, spatial, convenience, and appropriacy. The conceptual model in this study used responses from 338 college students who visited coffeehouse at least once in the past month. Multiple regression analysis was used to verify the proposed relationships by using SPSS 18.0. The results of data analysis indicated that trend(fashion), cleanliness, spatial, and convenience had a positive effect on self-congruity, which led to affect satisfaction. Also, satisfaction had a significant effect on loyalty. Theoretical and practical implications are provided for marketers and researchers in achieving competitive advantages that can be developed by understanding coffeehouse’s physical environment, and self-congruity.