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초록·키워드 목차

In this study, effect of physical environment of coffee shop on the customers` relationship quality was analysed together with mediating variables such as self congruity and emotional response. Findings from this study could lead to the competitive edge in this stiff challenging coffee market. To test the research questions, review of related literature was carried out and research model and hypothesis were structured based on those reviews. 300 questionnaires were distributed for 15 days in December, 2012 and 239 questionnaires were finally used for the analysis. Findings from empirical analysis showed that physical environment did have significant effect on consumers` self congruity and emotional response which eventually had a significant effect on relationship quality. #Coffe Shop #Emotional Response #Physical Environment #Relationship Quality #Self Congruity

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