서비스접점 요인이 경험가치, 고객만족 및 행동의도에 미치는 영향 : 프랜차이즈 스페셜티 커피전문점을 중심으로

The demand for specialty coffee is growing due to the increased awareness of coffee consumers. As consumers put more emphasis on psychological satisfaction and unique experience rather than cost-effectiveness, the coffee industry has been pressured to focus on customer-oriented marketing that emphasizes experience. The experiential aspect is emphasized in the service industry because the value created by consumer experience through service encounters leads directly to purchase decisions and satisfaction. Therefore, this study examined the effects of service encounters (physical environment and personal interaction) on experiential value, customer satisfaction and behavioral intentions in specialty coffee shops. A total of 286 questionnaires were distributed to customers who had patronized franchised specialty coffee shops between July 8th and July 22nd, 2018; 266 were used for the analysis. The hypothesized relationships in the model were tested by using the structured equation model. The results of the study indicated that both physical environment and personal interaction have a significant effect on the experiential value. The experiential value positively affects customer satisfaction. Also, the customer satisfaction has a positive influence on behavioral intentions. Importantly, among the service encounter attributes, personal interaction has a greater effect on experiential value than the physical environment. The results shown in the study help to secure the competitiveness of specialty coffee shops through varied physical environments and specialized personal interaction that can enhance the experiential value for customers.