ScholarWorks@숙명여자대학교

초록

This study is conducted to identify a causal relationship that servicescape and servicecommunication of Korea’s food industry, specifically buffet restaurants have on customer satisfaction and customer return visit intentions. Through these, the hypothesis and research model are set to evaluate the research model by analyzing structural equation model against buffet restaurant visitors in Seoul regions, and tested hypothesis and proposed a practical marketing implication as follow. First, amongst the servicescape variables, coordination environment, cleanliness and convenience affect positively(+) on customer satisfaction while lacking in aesthetics and comfort. In particular, when compared with standardized path coefficient, convenience was the highest. Second, verbal & non-verbal communication of servicecommunication show the positive influence (+) beneficial to customer satisfaction. Third, the the customer satisfaction through service quality showes signigicant influence to the customer revisit intention. Therefore, buffet restaurants need proper servicescapes providing, in particular, comfortable dinging environments, convenience of customer moving path and parking, tableware management and toilet cleanliness; and induce customer revisits through the positive customer satisfaction with continuous service communication training on service workers to generate a bigger profit.

키워드