earticle

영어

The purpose of this study is to identify the effect of physical environment of a fast food restaurant on customer satisfaction and return visit. The questionnaire was distributed over a three weeks period from May 2nd to 23rd of the 150 distributed questionnaire 138 copies were used in the analysis. The results of the study were as follows. First, it was found that perception of customers regarding physical environment of a fast food restaurant are indoor character, cleanliness and convenience. Second, it appeared that physical environment of a fast food restaurant had partially an influence on customer satisfaction and return visit. To put it concretely, the factors of cleanliness and convenience had an influence on customer satisfaction, the factor of convenience had an influence on return visit. Third, it also indicated that customer satisfaction had an influence on return visit. Through this, it is proved physical environment is a very important variables that can sustain customer continuously. They have to invest their resources more efficiently making changes to physical environment to increase the customer satisfaction and return visit.