서비스품질이 고객만족과 재방문의도에 미치는 영향에 관한 연구

Abstract

This study aims to investigate the relation of service quality, customer satisfaction and intention to revisit; coffee shops with coastal landscapes. In order to achieve objectives, this paper presents the following research objectives : This paper is to derive concepts related to the service quality of coffee shops with coastal landscapes and to examine the influence of these results, compared to the previous findings. It will analyze the causal relationship between environmental quality, process quality, result quality, and customer satisfaction, which constitutes service quality. It will investigate the effect of customer satisfaction on the intention to revisit such coffee shops. It will examine whether the alternative attractiveness has a moderating effect between customer satisfaction and intention to revisit. Finally, this study aims to contribute to the expansion of related research by deriving academic and practical implications. Based on the three-dimensional model of Brady & Cronin (2001), this paper extended the scope of service quality to external environmental quality, internal environmental quality, service process quality, coffee result quality, and non-coffee menu result quality. This survey was conducted by the convenience sampling technique for 14 days from Feb. 25 to Mar. 10, 2019, and the respondents were those using the cafes. A total of 400 questionnaires were distributed and 374 questionnaires were used in this study. 26 questionnaires were unfaithfully answered. The collected data has conducted a structural model analysis for frequency analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, and hypothesis verification by using the statistical packages of SPSS 23.0 and AMOS 23.0. Hypothesis 1 was partially adopted: service quality had a positive (+) effect on customer satisfaction. The external environmental quality, the internal environmental quality, and the non-coffee menu result quality have a positive (+) influence on the satisfaction. Service process and coffee result quality do not have a significantly positive (+) influence on customer satisfaction. Hypothesis 2 was also adopted: customer satisfaction had a positive (+) effect on the intention to revisit those coffee shops. Hypothesis 3 was adopted as the moderating effect of alternative attractiveness in the relationship between the satisfaction and the intention appears to be significant in such an influence relationship. It is meaningful to perform specific approaches to the environmental quality from the viewpoint of tourism by investigating the cafes use natural resources such as a marine landscape. In addition, the study has an academic significance, suggesting the theoretical model for establishing a tourism marketing strategy to improve the revisiting rate by investigating the relations between customer satisfaction and the intention to revisit in terms of the service quality of the coffee shops with coastal landscape effects. This also suggests a new theoretical framework explaining the new trend of coffee shops. This study suggests that coffee shops will grow into a more developed complex cultural spaces and coastal and marine tourist attractions and will be combined with various resources.