커피전문점의 서비스스케이프와 인적서비스 품질이 브랜드 태도에 미치는 영향 연구

A Study on the Effects of Coffee Shop's Servicescape and Personal Service Quality on Brand Attitude

The purpose of this study was to investigate the relationship between servicescape, human service quality and brand attitude of coffee shops in Busan. In addition, this study intends to propose a marketing strategy for coffee shops and a method to manage efficient servicescape, human service quality, and brand attitude. A total of 193 questionnaires were used as valid samples for the survey of coffee shop customers in Busan. The reliability analysis was conducted using SPSS 23.0 package, and the results were presented by the structural equation model using the AMOS 18 program. The results of the analysis are as follows: First, among the servicescape factors of coffee shops, all four factors of attractiveness, spaciousness, cleanliness and convenience have a significant effect on the brand attitude of customers. Second, among the human service quality factors of coffee shops, the four factors of friendliness, politeness, professionalism, and reliability have a significant effect on the brand attitude of the customers. Therefore, this study reaffirmed the importance of servicescape and human service quality to coffee shop manager. It can be said that there are implications and contributions of the study by providing research on how to provide services for the brand attitude of coffee shop visitors.