서비스스케이프, 미적노동, 긍정적 감정 및 긍정적 행동의도와의 관계에 관한 연구 : 패밀리 레스토랑을 대상으로

The purpose of this study is to examine how servicescape and aesthetic labor impact customers' positive emotion and positive behavioral intention in the family restaurant industry. The sample of this study was customers who experienced family restaurant services. An online and offline survey were conducted to those who visited family restaurants within the past month in Seoul and Gyeonggi province. From the survey, a total of 517 questionnaires were used for further analysis. The results of factor analysis are as follows. First, servicescape was categorized as ambient condition, space & function, and signal・symbol・artifacts. Second, aesthetic labor was categorized as aesthetic characteristic, aesthetic appearance & attitude, and aesthetic norm. Third, positive emotion and positive behavior intention were categorized each as one factor. As a result of regression analysis, servicescape and aesthetic labor had a statistically positive impact on positive emotion. Also, the positive causal relationship between positive emotion and behavioral intention was identified. The results suggested practical and effective implications to family restaurant operators to improve their restaurants' servicescape and employees' aesthetic labor to increase customers' positive emotion and behavioral intention.