물리적 환경, 점포이미지와 점포충성도의 관계 연구 - 패밀리 레스토랑과 프랜차이즈 한식당의 차이 비교 -

The purposes of the study were to examine the relative effects of s including ambient, design, and social factors on the store images such as functional, experiential, and symbolic store images and the store images on the store loyalty. Total 310 valid data were used to analyze the relationships between these variables. It is confirmed that the physical environment is classified as ambient, design, and social factors as Baker suggested. Only ambient factor among the physical environment is likely to impact on the store image. It is also confirmed that the store image is classified as functional, experiential, and symbolic store images. All three store images are likely to influence on the store loyalty for the family restaurants while only symbolic store image for the franchise Korean restaurants.