글로벌 커피 프랜차이즈 전문점의 서비스스케이프가 고객만족과 충성도에 미치는 영향 - C기업의 인도네시아 점포를 중심으로 -

In compliance with saturization of domestic franchise market in Korea, many domestic franchise companies have been trying to enter into global franchise market. however, it is hard to find the study of global franchise from Korea to other country. The object of this study is to research the current status of the global franchise enterprise, 'C' company who is entering into franchise markets worldwide and finally to identify key success factors of global franchise business based on servicescape as concept of glocalization strategy. Data were collected from 240 coffee store patrons and analyzed with SPSS 18.0. The conclusion to be drawn here is as follows : Firstly, factors of servicescape as seating comfort, facility aesthetics, cleanliness, ambient conditions, and accessibility had a positive effect on local customer satisfaction and the local customer satisfaction had a positive effect on loyalty as well. Secondly, ambient conditions, and accessibility had a great effect on customer satisfaction. Thirdly, accessibility was ranked higher than other studies researched in Korea, which means accessibility is the most important factor for global coffee franchise company to enter Indonesian market.