패밀리레스토랑의 서비스스케이프가 혼잡지각 및 브랜드 이미지를 통한 고객만족 및 행동의도에 미치는 영향

Abstract

The purpose of the study is to examine the impact of a servicescape on perceived crowing, brand images, customer satisfaction, and eventually customers`s behavioral intention. 385 samples are collected from the respondents who have visited family restaurants. The results show that the family restaurants` servicescape, especially the physical factors of the servicescpae, has an statistically significant effect on customers` perceived crowding. This indicates that customers` perception on crowdedness is caused by not only excess demand but also restaurants` physical environments. The servicescape also has relationship with brand images of the restaurants. Therefore, a good design of the servicescape may enhance the family restaurants` brand images as well.