Effects of Coffee Shop Servicescape on the Emotional Reaction and Behavioral Intention of Customers and the Moderating Effect of Background Music

정미화; Son  Eun Soo; Jong-Ho Lee

Journal of Tourism Sciences

Abbr : JTS
2016, 40(4), pp.69-86
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

정미화 ¹, Son Eun Soo ², Jong-Ho Lee ³

¹경성대학교
²창원문성대학교
³경성대학교

ABSTRACT

The purpose of this study was to find out the effects of Servicescape on the emotions and behavioral intention of coffee shop customers in the Busan area and their correlation with the moderating effect of coffee shop background music. As a result of empirical research, it was found that coffee shop Servicescape has a partial(positive or negative) influence on the emotional reaction of customers. It was also found that the emotional reaction of customers has an influence on behavioral intention. As a result of analysis on moderating effects of background music, it was found that servicescape has partial moderating effects on the emotional reaction of customers. This results because comfortability of seats which is a lower factor of servicescape provides moderating effects on positive emotional reactions of customers. Furthermore, the esthetics factor causes moderating effects on negative emotional reactions of customers. The practical implications of this research are that continuing investment is needed for those servicescape factors which can enhance positive emotions of customers. This will in turn give the greatest influence on the behavioral intention of customers such as the intention to re-visit and recommend the coffee shop. That improvement is needed for other service scape factors which provoke negative emotional reaction of customers. For background music which has partial moderating effects, it is suggested that musical variables such as genre and tempo should be adjusted appropriately.
KEYWORDS

Servicescape, Customer’s emotional reaction, Behavioral intention, Background music, Moderating effect
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