프랜차이즈 커피전문점의 서비스스케이프와 제3의 공간 특성, 감정적반응, 매장애호도의 관계에 대한 연구

The purpose of this study was to identify the relationships among the franchise coffee shops' servicescape, the third place characteristics, emotional responses and store royalty. To proceed with this study, the top five franchise coffee shops in Chung-ju province were selected on the basis of the number of stores and sales figures. The questionnaire data were collected from 251 and analyzed by using SPSS 22.0. The results of this study include the followings. First, the franchise coffee shops' servicescape was positively effected to the third place characteristics. Second, the third place characteristics were positively effected to emotional responses and store royalty. Third, the hypothesis on the mediating role of emotional responses between the third place characteristics and store royalty was partly supported. Through this findings, the needs for further studies of the third place characteristics in service fields were raised. As the coffee shops are mostly used for the third place recently, the practical ways to create customer value and increase service competitiveness by enhancing the third place characteristics were suggested.