The Effect of Servicescape in Chinese Franchise Restaurants on Experience Value and Customer Satisfaction

The purpose of this study is to analyze the effect of servicescape of Chinese franchise restaurants on experience value and customer satisfaction. To achieve the research objectives, an online survey was conducted on customers using famous franchise restaurants, and 300 copies of the survey were used for empirical analysis. The results of the empirical analysis are as follows. First, it was found that servicescape had a significant positive effect on experience value. Second, it was found that servicescape had a significant positive effect on customer satisfaction. Third, it was found that experience value had a significant positive effect on customer satisfaction. Based on the empirical analysis results, useful implications for restaurant managers to manage servicescape for customer experience value and satisfaction were presented. In addition, the limitations of this study and future research directions were presented.