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The Influence of Coffee Shop Physical Environment, Nonverbal Communication on the Customer Emotional Responses and Customer Satisfaction

Kim Young Joong 1 Choi, Wook-Hee 1 Jeong Yoonjo 1

1동국대학교

Accredited

ABSTRACT

This purpose of this study was to understand the influence of physical environment, nonverbal communication of coffee shop and employees on customer emotional responses and customer satisfaction. Based on a total of 304 samples obtained for empirical research, this study reviewed the reliability and fitness the research model and verified a total of 8 hypotheses using the AMOS program. The hypothesized relationships in the model were simultaneously tested through the use of a structural equation model(SEM). The proposed model provided and adequate data fit, χ2=695.047(df 434), p<.001, CMIN/df=1.602, GFI=.877, AGFI=.850, NFI=.849, CFI=.937, RMSEA=.045. The model’s fit, as indicated by these indexes, was deemed satisfactory, thus providing a good basis for testing the hypothesized paths. The SEM showed that social factor(β=.298), paralanguage(β=.402) and proxemics(β=.276) had a significant positive influence on emotional responses. In addition, emotional responses(β=.794) had a significant positive influence on customer satisfaction. Limitations and future research directions are also discussed.

Citation status

* References for papers published after 2022 are currently being built.