커피 프랜차이즈 매장의 물리적 환경이 소비자 만족도 및 재방문 의도에 미치는 영향

• 영문명: The Influence of Physical Environments in Coffee Franchise Stores on Customer Satisfaction and Revisit Intention
• 발행기관: 한국커피협회
• 저자명: 장지혜(Ji Hye Jang) 신혜경(Hye Kyung Shin)
• 간행물 정보: 『한국커피문화연구』제11권 1호, 273~306쪽, 전체 34쪽
• 주제분류: 복합학 > 학제간연구
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

This study investigates the influence of the physical environment in coffee franchise stores on customers’ affective commitment, satisfaction, and revisit intention. As coffee shops have evolved beyond simple beverage outlets into spaces of rest, work, and social interaction, understanding how atmospheric and environmental elements shape consumer responses is increasingly important. Drawing on a survey of 210 individuals who had visited a coffee franchise store within the previous two weeks, this study examines the effects of music, facilities, and ambience on affective commitment and satisfaction, and subsequently on revisit intention. Structural equation modeling using PLS-SEM was employed to test the proposed hypotheses. The results reveal that music and facilities significantly influence affective commitment, while ambience and music positively affect satisfaction. Notably, satisfaction strongly predicts revisit intention, whereas affective commitment does not directly affect behavioral intention. These findings underscore the importance of sensory and physical design in shaping customer evaluations and loyalty behaviors. This study contributes to the literature by distinguishing the differential roles of physical environment components and affective commitment in driving customer satisfaction and loyalty. Practical implications are provided for coffee franchise managers to optimize customer experiences and encourage return visits through targeted physical and atmospheric enhancements.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설

Ⅳ. 연구 방법

Ⅴ. 분석 결과 및 토론

Ⅵ. 결론

참고문헌

키워드

Coffee Franchise Physical Environment Affective Commitment Customer Satisfaction Revisit Intention