CAJ | 학술논문

在前人研究的基础上,构造背景音乐与环境的一致性、情感反应、认知反应和顾客公民行为倾向的概念模型. 对餐饮行业的调查数据进行实证分析,研究发现:音乐一致性负向影响顾客的唤起,唤起在音乐一致性和愉悦之间具有完全中介作用;愉悦在唤起和服务质量感知之间具有完全中介作用;唤起通过负向影响愉悦从而影响顾客公民行为倾向. 音乐一致性正向影响顾客服务质量感知,顾客服务质量感知正向影响顾客公民行为倾向;愉悦正向影响顾客公民行为倾向.
재전인연구적기출상,구조배경음악여배경적일치성、정감반응、인지반응화고객공민행위경향적개념모형. 대찬음행업적조사수거진행실증분석,연구발현:음악일치성부향영향고객적환기,환기재음악일치성화유열지간구유완전중개작용;유열재환기화복무질량감지지간구유완전중개작용;환기통과부향영향유열종이영향고객공민행위경향. 음악일치성정향영향고객복무질량감지,고객복무질량감지정향영향고객공민행위경향;유열정향영향고객공민행위경향.
On the basis of previous studies, the thesis builds a conceptual model among consistency of background music with environment, emotion, cognition and the tendency of customer citizenship behavior. The data are collected in casual restaurants. By empirical test, there are some conclusions. The consistency of background music with environment has negative influence on arouse. Arouse has total mediating effect between the consistency of background music with environment and pleasure. Pleasure has total mediating effect between arouse and perceived service quality. Arouse has negative influence on the tendency of customer citizenship behavior through negative influence on pleasure. Pleasure has positive effect on the tendency of customer citizenship behavior. The consistency of background music with environment has positive influence on perceived service quality. Perceived service quality has positive influence on the tendency of customer citizenship behavior.