Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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The Structural Relationships among Servicescape, SST Service Convenience, Positive Emotion and Brand Loyalty: Focused on The Franchise Fast Food Restaurants
- Journal of Tourism Sciences
- Abbr : JTS
- 2019, 43(6), pp.97-116
- DOI : 10.17086/JTS.2019.43.6.97.116
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : February 18, 2019
- Accepted : July 1, 2019
- Published : September 1, 2019
Kim, Jae-Hyun 1, Lee, Hyung-ryong 1
1세종대학교
Excellent Accredited
ABSTRACT
This study was conducted to investigate the structural relationship among servicescape, SST service convenience, positive emotion, and brand loyalty for Korean franchise fast food restaurant customers. To this end, we set up a population group that used unmanned ordering machines in a franchise fast food restaurant for three months. The survey was conducted from October 1, 2018 to October 31, 2018, and 97 online and 250 offline copies were collected. A total of 326 copies were used for the analysis, excluding 10 offline and 11 online due to inappropriate responses. For the analysis, we used SPSS 24.0 and SMART PLS 3.0. The structural equation was tested to examine the causal relationships between frequency analysis, confirmatory factor analysis, and the hypotheses. According to the results of the analysis, it was confirmed that servicescape and SST service convenience had a significant positive correlation. Positive emotions and brand loyalty also showed positive correlation. Lastly, it was confirmed that there was a positive significant relationship between SST service convenience and brand loyalty. This study suggests efficient management strategies and practical implications for fast food restaurants.
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