Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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The Impact Structure on Co-Creation, Shared Value and Customer Satisfaction of Customer Acceptance for Servicescape: Focusing on Theme Park Service

서비스스케이프에 대한 고객수용이 공동창조 및 공유가치와 고객만족에 미치는 영향 구조: 테마파크서비스를 중심으로

  • 안연식 (가천대학교 경영대학 경영학부)
  • Received : 2020.01.02
  • Accepted : 2020.03.27
  • Published : 2020.03.31
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Abstract

The purpose of this study is to demonstrate the effect of customer acceptance of servicescape on customer satisfaction focusing in theme park service. In particular, the degree of usefulness and ease of use perceived for servicescape will ultimately have the impact on customer satisfaction through the process of service co-creation and shared values creation. In order to demonstrate this structural influence relationship, a survey of 247 undergraduate and graduate students taking service management course was conducted. The customer's acceptance of the servicescape affects the co-creation activities of the service. It creates value and contributes to the improvement of satisfaction. Looking at the results of this study in detail, it is necessary to take into consideration the usefulness of the theme park employees' clothes and symbols, etc. in servicescape, and the convenience of the facility itself is important. This servicescape reveals that customers should be comfortable with the use of real-time information on the site and that customer satisfaction can be improved by creating new shared value. This study has been limited to the theme park service which has a large-scale service field and the distribution status of many customers in real time, so it is limited to apply to the other services with detail reinterpreting.

본 연구는 서비스에서 서비스스케이프에 대한 고객수용이 고객만족에 미치는 영향을 테마파크를 중심으로 실증하기 위한 것이다. 특히 서비스스케이프에 대해 고객이 인지하는 유용성 및 이용상의 편리함의 정도는 서비스에 대한 공동창조 활동과 공유 가치의 창출 과정을 거쳐서 궁극적으로는 고객만족에 영향을 미치게 된다. 이러한 구조적 영향 관계를 실증하기 위해서 서비스 경영을 수강하는 대학 학부 및 대학원 학생 총 247명을 대상으로 설문을 통해 분석한 결과, 서비스스케이프에 대한 고객의 수용이, 서비스의 공동창조 활동에 영향을 미치며 공유 가치를 창출하여 비로소 만족도 제고에 기여하게 된다. 본 연구에서 도출된 결과를 세부적으로 살펴보면 서비스스케이프에서 테마파크 직원들의 복장이나 및 상징물 등 유용성을 고려해야 하며, 시설 자체의 편의성 등이 중요하므로 서비스스케이프에 대한 지속적 관리 및 투자가 필요하다. 그리고 현장에 실시간적 정보의 표출 등으로 고객이 서비스 활용함에 불편이 없어야 하고 공유가치 창출을 통해서 고객만족도를 높일 수 있음을 밝혀주고 있다. 본 연구는 대규모의 현장이 존재하고 다수 고객의 분포가 실시간적으로 변화하는 특성을 갖는 테마파크를 중심으로 실증되었기 때문에 다른 서비스에 적용하는데 제약이 있으며, 다양한 분야에 적용하기 위해서는 많은 전문역량이 투입되고 재해석되어야 한다.

Keywords

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