레스토랑 유형별 감성적 식공간 연출의 중요도-실행도 불일치(Gap)가 고객의 감정반응,만족,행동의도에 미치는 영향

This study analyzes positively the effects of emotional dining space expression by the types of restaurants on customers’ emotional responses and the effects of such emotional responses on customers’ satisfaction and behavioral intention in order to suggest directions to enhance competitiveness and marketing strategies for restaurant owners and managers. Based on the theoretical consideration over the emotional dining space expression, this study collected and investigated related literatures to draw variables related to the measurement of importance-execution. And for positive analysis, this research applied IPA analysis and gap theory. The researched and collected data went through descriptive statistics. To verify the validity and reliability of measured items in emotional dining space expression, factor analysis and reliability analysis were conducted. And before verifying the hypothesis, the ordered profit model was applied to examine the appropriateness of the Western, Italian, Korean, and Japanese food restaurant models. And multiple regression analysis was performed to examine the major and interactive effects among the variables to verify the hypothesis. According to the result of this study, emotion to space (temperature, lighting, favor, and furniture), emotion to music and interior design, and emotion to the cleanness of the space affected customers’ emotional responses significantly.