Purpose - Despite the global economic crisis, the numbers of coffee shops used for providing a place for social and cultural interactions show an upward trend and have become an indispensable part in people’s daily life in recent years. Under the circumstance of tremendous efforts of searching new management strategies and projects, the concept of servicescape(which has physical environment characteristics) may provide a better alternative. Therefore, the purpose of this study can be broadly divided into 3 key points. First is to investigate the effects of servicescape on customer satisfaction, service value and customer loyalty about Coffee Shops in Jeonju area. Second is to examine the mediating effect of customer satisfaction and service value between servicescape and customer loyalty. Third, there is evidence that indicates the moderating effect among the interaction of customer and staff, brand image and the composition of servicescape, customer satisfaction, service value and customer loyalty.
Research design, data, and methodology - This study begins empirical research about users of coffee shops’ services. The data of the study is collected from 285 samples of a questionnaire which has been made from Korea and analysed by IBM SPSS 24.0 and IBM AMOS 24.0.
Results - The results are reported below: First of all, the composition of condition, functionality, cleanliness and aesthetic characteristics of the servicescape has a significant impact on customer satisfaction and s ervice value. Furthermore, customer satisfaction is identified as a factor to influence service value. Moreover, customer satisfaction and service value are identified as the causal relationship with customer loyalty. Besides, customer satisfaction and service value illustrated the mediation effect between the composition of servicescape and customer loyalty. Finally, the interaction between customer and staff, brand image illustrates the moderated effect.
Conclusions - The composition of servicescape contributes to the formation of customer satisfaction and enhancing the customer's perceived service value in coffee shops. By meeting diverse and complex needs of consumers in coffee shop, the service value will not only attract loyal customers, but also increase customer loyalty and profitability. In a word, managers should rely on servicescape to enhance service experience by making differences with other competitors.

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 서비스스케이프(Servicescape)
  2.2. 고객만족과 서비스가치(Customer Satisfactionand Service Value)
  2.3. 고객과 직원간의 상호작용과 브랜드 이미지(The Interaction between Customer and Staff,Brand Image)
  2.4. 고객충성도(Customer Loyalty)
 3. 연구모형 및 가설
  3.1. 연구모형
  3.2. 가설 설정
  3.3. 조사방법 및 자료수집
 4. 실증분석 및 가설 설정
  4.1. 표본의 특성
  4.2. 측정모형의 분석
  4.3. 판별타당성 분석
  4.4. 가설검증
  4.5. 매개변수 및 조절변수의 검증결과
 5. 결론
 Reference

• Xiangdong Shen(Doctoral Candidate of Marketing, Dept. of Business Administration, Chonbuk National University) | 심향동
• Byung-Ryul Bae(Dept. of Business Administration, Chonbuk National University) | 배병렬 Corresponding Author