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The Effects of Servicescapes in Korean Restaurants on Customers' Experiential Value, Pleasure feeling and Customer Satisfaction

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  • URLhttps://db.koreascholar.com/Article/Detail/254064
구독 기관 인증 시 무료 이용이 가능합니다. 4,200원
韓國食生活文化學會誌 (한국식생활문화학회지)
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

The purpose of this study was to investigate the effects of servicescapes in Korean restaurants on customers' experiential value, pleasure feeling and customer satisfaction. Based on a total of 550 samples obtained from empirical research, this study reviewed the reliability and fitness of research model using the Amos program. The relationships hypothesized in the model were tested simultaneously by using a structural equation model (SEM). The proposed model provided an adequate fit to the data, χ2=406.097 (df 130), p〈.001, GFI .915, AGFI .889, RMR .042, NFI .955, CFI .969, RMSEA .062. SEM results showed that the servicescape showed a positive significant effect on customers' experiential value (β=.808, t=15.171, p〈.001), and customers' experiential value had a positive significant effect on pleasure feeling (β=.756, t=10.616, p〈.001). Also, customer's experiential value (β=.391, t=8.579, p〈.001) and pleasure feeling (β=.573, t=13.091, p〈.001) had a positive significant effects on customer satisfaction. Analysis of mediating roles showed that, the effect of servicescapes in Korean restaurants on customers' pleasure feeling was perfectly mediated by the customers' experiential value. Limitations of this study and future research directions are also discussed.

저자
  • 정효선 | Jung, Hyo-Sun
  • 윤혜현 | Yoon, Hye-Hyun