The Influence of Service Scape in Franchise Fast Food Restaurants on the Attitudes and Revisit Intentions of the MZ Generation

• 발행기관: 한국식품보건융합학회
• 저자명: Moo-Ung SON Seunghyeon LEE Seong Soo CHA
• 간행물 정보: 『식품보건융합연구』제10권 4호, 1~8쪽, 전체 8쪽
• 주제분류: 복합학 > 과학기술학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

This study investigates the impact of servicescape elements in franchise fast food restaurants on the attitudes and revisit intentions of Generation MZ. Employing a mixed-methods approach, we surveyed 231 MZ consumers across five major urban centers. Our findings reveal that ambient conditions, spatial layout, and technology integration significantly influence MZ consumers' perceptions and behaviors. Specifically, sustainability-oriented design, customizable spaces, and seamless digital integration emerged as key drivers of positive attitudes and increased revisit intentions. Furthermore, we identify important generational differences, with Gen Z placing higher importance on Instagram-worthy aesthetics and contactless service options compared to Millennials. This research contributes to servicescape theory by proposing a novel framework tailored to MZ consumers in the fast food context. It offers practical implications for franchise operators seeking to attract and retain this crucial demographic. Our study highlights the evolving preferences of younger consumers and underscores the need for adaptable servicescape strategies in the fast food industry. The results suggest that franchises investing in environmentally conscious designs, flexible spaces, and cutting-edge technology are likely to see improved customer satisfaction and loyalty among MZ consumers. Future research could explore the long-term effects of these servicescape elements on brand perception and market share within the competitive fast food landscape.

목차

1. Introduction

2. Theoretical Background and Hypotheses

3. Method

4. Results

5. Conclusions

6. Implications and limitation

References

키워드

Servicescape Generation MZ (Millennials and Generation Z) Fast food franchises Consumer attitudes Revisit intentions