The Effect of Group Foodservice Servicescape on Store Image, Relationship Quality and Customer Behavior - Focusing on the Moderating Effect of Personality Type -

The purpose of this study is to examine the moderating effect of personality types in the effect of the servicescape of the group dining industry on store image, relationship quality, and customer behavior, and to suggest the importance of servicescape in the group dining industry and strategic direction for the future development of the group dining industry. The causal relationship between the variables was confirmed with the four sub-variables of the servicescape: spatial factors, air conditioning factors, design factors, and social factors as independent variables, store image as dependent variables, relationship quality as dependent and independent variables, and customer behavior as dependent variables. In order to verify the research model and hypothesis, data were collected through a questionnaire targeting 489 customers who used a group restaurant in Gyeongsangbuk-do, and the results were derived through structural equation analysis.