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The purpose of this study is to analyse the effects of physical environment on customer satisfaction and brand image to provide preliminary data for effective chicken restaurant management. The Questionnaire was distributed from May 1st to June 30th in 2014, of the 400 distributed questionnaire 331 copies were used in the analysis. Data were analysed using frequency, factor, reliability, pearson correlation and multiple regression analysis through SPSS ver 18.0. In this study, the factors of physical environment were attractiveness, space, and cleanliness. The findings are as followed; First, it appeared that attractiveness(t=2.035, p=.043) and cleanliness(t=7.882, p=.000) showed a positive significant effect on customer satisfaction. Second, space(t=3.197, p=.002) showed a positive significant effect on brand image but cleanliness(t=-3.117, p=.002) showed a negative significant effect on brand image. Limitations and future directions were also discussed.



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Franchised Chicken Restaurant, Physical Environment, Customer Satisfaction, Brand Image