패밀리레스토랑의 서비스스케이프가 혼잡지각 및 브랜드 이미지를 통한 고객만족 및 행동의도에 미치는 영향

Abstract

The purpose of the study is to examine the impact of a servicescape on perceived crowing,brand images, customer satisfaction, and eventually customers’s behavioral intention. 385samples are collected from the respondents who have visited family restaurants. The results show that the family restaurants’ servicescape, especially the physical factors of the servicescpae,has an statistically significant effect on customers’ perceived crowding. This indicates that customers’ perception on crowdedness is caused by not only excess demand but also restaurants’ physical environments. The servicescape also has relationship with brand images of the restaurants. Therefore, a good design of the servicescape may enhance the family restaurants’ brand images as well.