Abstract
The purpose of this study was to identify the relationships among the franchise coffee shop’s servicescape, relationship continuity intention, brand attitude, and economic benefits. To proceed with this study, the top five franchise coffee shops in Pusan were selected on the basis of the number of stores and sales figures. The questionnaire data were collected from 269 and analyzed by using SPSS 22.0.<BR> The results of this study include the followings. First, the coffee shops" servicescape was positively affected to relationship continuity intention and brand attitude of customers. Second, the hypothesis on the moderating role of economic benefits between servicescape and relationship continuity intention was supported. Third, the hypothesis on the moderating role of economic benefits between servicescape and brand attitude was not supported. These findings came up with the needs for further studies of physical environment in service fields and the practical ways of customer relationships management by enhancing the economic values that customers perceive.
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