This research considers the problem on how the physical environment of the Spanish restaurants affect customer satisfaction and the intention of re-visitation, and towards the eating-out consumers as subjects who uses the Spanish restaurants; this research strived to analyze the influential relationship between customer satisfaction as well as intention of re-visitation with physical environment. For this analysis, the concept of each variable was identified, and the study has considered how these variables have relationships in structures through empirical analysis. For the empirical analysis, from August 1, 2018 to August 30, 2018, the research was conducted towards eating-out consumers who use Spanish restaurants in Seoul, Gyeonggi-do, and Gangwon-do areas with the total of 350 subjects.
The analysis of research was conducted by using the SPSS 21.0 document analysis program, and to clearly identify the general characteristic of the specimens, we have conducted a frequency analysis. On the grounds of measurement variables, we have proceeded an exploratory factor analysis and reliability analysis. Also, coming before the verification of the hypothesis, we have conducted a correlation analysis to find the relationship between the variables, and furthermore for the verification of the hypothesis, we have proceeded a simple regression analysis and a multiple regression analysis.
If the results of the research are to be summarized, it will be stated as follows. First, amongst the physical environment of the Spanish restaurants, attractiveness factor and the human service factor appeared to show a positive effect to customer satisfaction, and for the physical environment’s comfortableness factor, space factor, and cleanness factor did not show to have meaningful effect. Therefore, amongst the physical environment of the Spanish restaurants, where the eating-out consumers dine out, it can be understood that attractiveness factor and human service factor can increase the customer satisfaction.
Second, the results showed that the customer satisfaction of the eating-out consumers who use the Spanish restaurants positively affect the intention of re-visitation. Therefore, if the customer satisfaction of the eating-out consumers who use the Spanish restaurants is high, it can be understood that the intention of re-visitation will heighten.
Third, amongst the Spanish restaurants’ physical environment, attractiveness factor, space factor, and human service factor showed to positively affect the intention of re-visitation, and amongst the physical environment, the comfortableness factor, and cleanliness factor are shown to heighten the intention of re-visitation.
In this study, amongst the Spanish restaurants’ physical environment, comfortableness and cleanliness factors do not show a meaningful effect towards customer satisfaction nor the intention of re-visitation, therefore, it can be clearly seen comfortableness and cleanliness do not have effect on customer satisfaction nor intention to re-visit. Therefore, the Spanish restaurants’ comfortableness and cleanliness must be equipped in basis in their physical environment, and the restaurants must conceive methods on how they can improve attractiveness, space, and human service.