초록 열기/닫기 버튼
In this study, an attempt was made to find out what kind of effect physical environment and communication of service providers have on customer reaction and intention to revisit with ethnic restaurants that are newly emerging recently as the target. A total of 215 questionnaires were collected from customers of ethnic restaurants in Gyeonggi province. A structural equation model was used to analyze data. The result of our analysis revealed that, first, the physical environment aesthetics and amenity turned out to have a positive effect on positive emotion of customers. It also revealed that, on negative emotion of customers the amenity turned out to have a negative effect whereas convenience turned out to have a positive effect. Secondly, it turned out that non-verbal communication of the service providers has a positive effect on positive emotion of the customers whereas it has a negative effect on negative emotion of the customers. Lastly, it turned out that positive emotion of the customers has a positive effect on the intention to revisit whereas it has a negative effect on negative emotion of the customers. At the same time, based on this kind of analysis result, this study has presented the necessity of voluntary customer response through the necessity of education and training as well as empowerment of the service providers.
