커피전문점 종사원의 신체적 매력이 감정반응 및 고객만족도에 미치는 영향: 성별의 조절효과

The purposes of this study was to understand the effect of employees' physical attractiveness in coffee shops upon emotional reaction and customer satisfaction and empirically analyze the moderating effects by gender between the relations of physical attractiveness, emotional reaction and customer satisfaction. Based on a total 296 customers surveys obtained by the empirical research, the study reviewed the reliability and fitness of the research model and verified total 4 hypotheses with the Amos program. The hypothesized relationships in the model were tested simultaneously by using a structural equation model(SEM). The proposed model provided an adequate fit for the data 157.502(df 61), p<0.001, CMIN/df 2.582, GFI 0.928, NFI 0.935, CFI 0.959, RMSEA 0.073. The model’s fit, as indicated by these indexes, was deemed satisfactory; thus, it provided a good basis for testing the hypothesized paths. SEM resulted that the physical attractiveness had a positive significant influence on emotional reaction and customer satisfaction. Also emtional reaction had a positive significant influence on customer satisfaction. The moderating effects on gender do not seem to exist. Limitations and future research directions are also discussed.