푸드코트의 서비스스케이프와 혼잡성이 감정 및 만족도에 미치는 영향

The purpose of this study is to analyze the effects of servicescape and crowding on emotion and customer satisfaction in the food court. As independent variables which have effects on positive and negative emotion, authors select ambient condition, spatial layout & functionality, symbol & artifacts, perceived and expected crowding; in addition, both emotion are used as independent variables for customer satisfaction. A total of 239 questionnaires were distributed and collected from the food court of the department store, shopping mall and hyper market store(e.g. E-mart). Data were collected during June, 2007 and regression analysis were used to hypothesis test. The results of the study suggest implications as follows.First, positive emotion are influenced by perceived crowding, ambient condition and symbol & artifacts. Second, perceived crowding affects negative emotion. Lastly, customer satisfaction is influenced by both emotions. It means that the manager of food court should leverage customers' positive emotion which more affects on customer satisfaction than negative emotion. In order to achieve this object, manager is able to control the level of expected crowding that do not affect on both emotions. And further implications are suggested.