커피전문점 소비자의 서비스 체험, 감정반응, 만족 및 충성도간의 관계연구

The purpose of this study was to identify the effects of consumers’ perceptions of service experience onemotional response, satisfaction and loyalty in the coffee shop. Especially, this research focused on examining thecore factors influencing consumers' emotional responses to analyze and evaluate their present service competences. This study used data collected from 293 coffee shop consumers; Of 281 questionnaires, 12 unsuitable data wereexcluded for data analysis. These data were processed using SPSS 18.0 and Structural Equation Modeling with Amos18.0 to test proposed hypotheses. The results are summarized as follows. First, the decomposition of path analysisrevealed significant positive effects on emotional response by sense experience, service environment and functionalservice. While sense experience was shown to have the largest influence on emotional response and serviceenvironment, functional service are the next, but employee service had no significant effect on emotional response. Second, consumer emotional response had a statistically significant impact on the consumer satisfaction. Finally, bothof emotional response and satisfaction had significant influences on loyalty. Results are expected to be valuable asa basic data for establishing various marketing strategies for improving management results with consideration ofconsumers' perceived service experience in the coffee shop.