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

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(1), pp.363-385
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

cho sung ho 1

1세종대학교

Accredited

ABSTRACT

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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