베이커리 카페의 환경단서와 고객접점서비스, 내적반응, 행동의도 간의 구조적 관계연구

• 영문명: A Study on Structural Relationship Environmental Clues of Bakery Cafe, Service Encounter, Internal Response and Behavior Intention
• 발행기관: 관광경영학회
• 저자명: 김동진 신형철
• 간행물 정보: 『관광경영연구』제23권 제2호, 701~718쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.03.31

영문 초록

The purpose of this study is to identify the structural relationship environmental clues of bakery cafe, service encounter, internal response and behavior intention. This study conducted survey using the judgement sampling method among the non-probability sampling methods. To accomplish the study purpose, this study distributed questionnaires to customers using bakery café located in Seoul, Gyeonggi, and Incheon regions. The verifications from hypothesis 1 to hypothesis 7 were as follows. First, the hypothesis 1 of “Environmental clue will have positive influence on internal response” was adopted. Secondly, the hypothesis 2 of “Service encounter will have positive influence on internal response” was adopted. Third, the hypothesis 3 of “Environmental clue will have positive influence on behavior intention” was rejected. Fourth, the hypothesis 4 of “Service encounter will have positive influence on behavior intention” was rejected. Fifth, the hypothesis 5 of “Internal response will have positive influence on behavior intention” was adopted. Sixth, the hypothesis 6 of “Environmental clue will have positive influence on behavior intention through internal response” was adopted. Seventh, the hypothesis 7 of “Service encounter will have positive influence on behavior intention through internal response” was adopted. In integrating the theoretical and practical implicants from the study results, there are two key points. First, service encounter had greater influence on behavior intention than environmental clue. Secondly, behavior intention is depending on enhancing the internal response.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결 론

참고문헌

키워드

Environmental Clue Service Encounter Internal Response Behavior Intention Marketing