The Effect of a Family Restaurant's Physical Environment on the Customers' Emotional Responses and Loyalty

cho sung ho

The study is to determine the causal relationships among the physical environment, emotional responses and customer loyalty in the family restaurant context. A total 472 responses were collected via a self-report questionnaire at seven family restaurants in capital region of Korea and Seoul. Results show that the level of merchantable quality of the food have a significant effect on the customers' pleasure and loyalty, while the restaurant's physical environment have a significant influence on the customers' favorable impression of the restaurant. Results also indicate that convenience have a significant impact on the customers' pleasure and loyalty, while service of employees have a significant effect on the customers' pleasure, favorable impression of the restaurant, and loyalty. Based on the findings of this study, several practical implications are also proposed.

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