cikinjeonmunjeomyi mulrijeog hwangyeongi gogaegmanjog mic haengdongyidoe micineun yeonghyang
The purpose of this study is to analyse the factors of physical environment, to investigate the effects of physical environment on guest satisfaction and behavioral intention in franchised chicken restaurant, to provide preliminary data for effective management. The questionnaire was distributed from May 1st to June 30th in 2014, of the 400 distributed questionnaire 331 copies were used in the analysis to give a response rate of 82.8% Data analyses were frequency, reliability, factor, pearson correlation, multiple regression analysis with SPSS 18.0 program. The findings are as followed; it indicated that the factors of physical environment are attractiveness, space, and cleanliness. Firstly, it appeared that cleanliness and attractiveness showed a positive significant effect on guest satisfaction. Secondly, cleanliness also showed a positive significant effect on behavioral intention. As a limitation, this paper suggests to research other target samples of chicken restaurant. And owners are required to keep the store to be clean and attractive.