원문정보
The Effect of Coffeehouse's Physical Environment on Self-congruity, Satisfaction and Loyalty
초록
영어
The purpose of this study was to examine the relationships among physical environment, self-congruity, satisfaction, and loyalty in the coffeehouse setting. This study adopted second-order factor of physical environment, imploying trend(fashion), cleanliness, reliability, spatial, convenience, and appropriacy. The conceptual model in this study used responses from 338 college students who visited coffeehouse at least once in the past month. Multiple regression analysis was used to verify the proposed relationships by using SPSS 18.0. The results of data analysis indicated that trend(fashion), cleanliness, spatial, and convenience had a positive effect on self-congruity, which led to affect satisfaction. Also, satisfaction had a significant effect on loyalty. Theoretical and practical implications are provided for marketers and researchers in achieving competitive advantages that can be developed by understanding coffeehouse’s physical environment, and self-congruity.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 커피전문점의 물리적 환경
2. 자아일치성
3. 만족도
4. 충성도
Ⅲ. 연구 설계
1. 연구모형
2. 물리적 환경, 자아일치성, 만족도, 충성도의 영향 관계에 대한 가설설정
3. 표본의 설정과 분석 방법
Ⅳ. 실증분석
1. 표본의 인구통계학적 특성
2. 신뢰도 및 타당성 검증
3. 가설 검증
Ⅴ. 결론
참고문헌