커피전문점의 물리적 환경이 고객 만족도와 충성도에 미치는 영향

When a customer chooses a coffee shop, different factors can influence his/her purchase. These factors can include tangible as well as intangible elements such as the coffee shop"s atmosphere, layout, and interior. Thus, many coffee brands strive to serve not only a diverse menu, but also a unique quality of environment. This study aimed to investigate the influence of physical environment on customer satisfaction and loyalty in the coffee shop and evaluate the influential power of the physical environment factors using hierarchical regression analysis. Data was collected from customers of coffee shops in Texas, the U.S. The study found that the coffee shops’ physical environment influenced the customer"s satisfaction and loyalty. Particularly, the coffee shop"s physical environment including ambient and interior design greatly influenced the customers’ satisfaction. However, a broad range of physical environment factors such as temperature, aroma, lighting, color, and interior furnishings should be provided to increase the customer loyalty. The results may have a broader application to provide effective managerial and marketing information to Korean coffee entrepreneur brand in the U.S. and beyond.