Browse > Article

The Effects of Servicescape and Service Process Quality on Employee and Customer Satisfaction : An Empirical Investigation of the Golf Course Business in Korea  

Lim, Jae-Poung (고려대학교 경영대학 경영학과)
Lee, Youn-Suk (고려대학교 경영대학 경영학과)
Park, Myung-Sub (고려대학교 경영대학 경영학과)
Shin, Ho-Jung (고려대학교 경영대학 경영학과)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.34, no.4, 2009 , pp. 165-183 More about this Journal
Abstract
In a service process, the customer typically experiences two types of interactions; one is interaction with the physical ambiance (servicescape) and the other is with employees who may be responsible for the service process quality. The literature in general supports that process quality is a critical determinant for overall service quality and customer satisfaction. In this paper, we primarily examine how the servicescape intervenes the association between process quality and employee/customer satisfaction. The proposed models are tested. using the data collected from the major golf courses in Korea. The results suggest that improving process quality and servicescape have a positive influence on employee/customer satisfaction directly and/or indirectly, but the effect of servicescape may be stronger in the case of golf course businesses. Servicescape also contributes to improving process quality by enhancing employee satisfaction. These results collectively indicate that management emphasis on improving service quality without renovating physical surroundings may results in unsatisfactory outcome.
Keywords
Servicescape; Process Quality; Employee Satisfaction; Job Satisfaction; Customer Satisfaction; Structural Equation Modeling;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Bitner, M.J. 'Consumer responses to the physical environment in service settings,' in Venkatesan, M., D.M. Schmalensee and C. Marshall (Eds), Creativity in Services Marketing, American Marketing Association, Chicago, IL(1986), pp.89-93
2 Brady, M.K. and J. Cronin, 'Some new thoughts on conceptualizing perceived service quality: a hierarchical approach,' Journal of Marketing, Vol.65, No.3(2001), pp.34-49   DOI   ScienceOn
3 Fornell, C. and D.F. Larcker, 'Evaluating structural equation models with unobservable variables and measurement error,' Journal of Marketing Research, Vol.18, No.1(1981), pp. 39-50   DOI   ScienceOn
4 Hair, J.F., R.E. Anderson, R.L. Tatham, and W.C. Black, Multivariate Data Analysis, 5th Edition, Prentice Hall, 1998
5 Heskett, J., 'Lessons in the service sector,' Harvard Business Review, Vol.65, No.2(1987), pp.118-126
6 Johnson, R.H., A.M. Ryan, and M.J. Schmidt, 'Employee attitudes and branch Performance at Ford Motor Credit,' Presented at the Ninth Annual Conference of the Society for Industrial and Organizational Psychology, Nashville, 1994
7 Johnson, R.L., M. Tsiros, and R.A. Lancioni, 'Measuring service quality : a systems approach,' Journal of Services Marketing, Vol.9, No.5(1995), pp.6-19   DOI   ScienceOn
8 McGregor, D., The Human Side of Enterprise, McGraw-Hill, New York NY, 1960
9 Mitchell, D.J., B.E. Kahn, and S.C. Knasko, 'There's something in the air : effects of congruent and incongruent ambient odor on consumer decision making,' Journal of Consumer Research, Vol.22, No.2(1995), pp.229-238   DOI   ScienceOn
10 Ostroff, C., 'The relationship between satisfaction, attitudes and performance: An organizational level analysis,' Journal of Applied Psychology, Vol.77, No.6(1992), pp.963-974   DOI
11 Puffer, S.M., 'Prosocial behavior, noncompliant behavior, and work performance among commission salespeople,' Journal of Applied Psychology, Vol.72, No.4(1987), pp.615-621   DOI
12 Schneider, B., J.J. Parkington, and V.M. Buxton, 'Employee and customer perceptions of service in banks,' Administrative Science Quarterly, Vol.25, No.2(1980), pp.252-267   DOI   ScienceOn
13 Tiffin, J. and E.J. McCormick, Industrial Psychology, Prentice Hall, Englewood Cliffs NJ, 1958
14 Roethlisberger, F.J., Management and Morale, Harvard University Press, Cambridge MA, 1959
15 이학식, 김영, 이용기, '시장 지향성과 성과 : 사원 만족, 고객만족 및 기업 이미지의 매개적 역할', '경영학 연구', 제27권, 제1호(1998), pp. 157-184
16 Mayo, E., The Human Problems of an Industrial Civilization, Macmillan, New York NY, 1993
17 Smith, C.A., D.W. Organ, and J.P. Near, 'Organizational citizenship behavior : Its nature and antecedents,' Journal of Applied Psychology, Vol.68, No.4(1983), pp.653-663   DOI
18 Zeithaml, V.A., L.L. Berry, and A. Parasuraman, 'Communication and control processes in the delivery of service quality,' Journal of Marketing, Vol.52, No.2(1988), pp.35-48   DOI   ScienceOn
19 Baker, J., 'The role of the environment in marketing services : The consumer perspective,' in Czepiel, J.A., C.A. Congram and J. Shanahan (Eds), The Services Challenge : Integrating for Competitive Advantage, American Marketing Association, Chicago IL(1987), pp.79-84
20 Schurr P.H. and B.J. Calder, 'Psychological effects of restaurant meetings on industrial buyers,' Journal of Marketing, Vol.50, No.1 (1986), pp.87-97   DOI   ScienceOn
21 Nguyen, N. and G. Leblanc, 'Contact personnel, physical environment and perceived corporate image of intangible services by new clients,' International Journal of Service Industry Management, Vol.13, No.3(2002), pp. 242-263   DOI   ScienceOn
22 Moschis, G., C.F. Curasi, and D. Bellenger, 'Restaurant-selection preferences of mature consumers,' Cornell Hotel and Restaurant Administration Quarterly, Vol.44, No.4(2003), pp.51-60   DOI   ScienceOn
23 Lehtinen, U. and J.R. Lehtinen, 'Two approaches to service quality dimensions,' The Service Industries Journal, Vol.11, No.3(1991), pp.287-303   DOI   ScienceOn
24 Reimer, A. and R. Kuehn, 'The impact of servicescape on quality perception,' European Journal of Marketing, Vol.39, No.7(2005), pp. 785-808   DOI   ScienceOn
25 Likert, R., The Human Organization, McGraw-Hill, New York NY, 1961
26 Bitner, M.J. 'Servicescapes : The impact of physical surroundings on customers and employees,' Journal of Marketing, Vol.56, No.2 (1992), pp. 57-71   DOI   ScienceOn
27 Bowen, D.E. and B. Schneider, 'Services marketing and management : implications for organizational behaviour,' in Strow, B. and L.L. Cummings (Eds), Research in Organisational Behaviour, JAI Press, Greenwich, CT, pp.43-80
28 Kotler, P., 'Atmospherics as a marketing tool,' Journal of Retailing, Vol.49, No.4(1973), pp.48-64
29 Kopelman, R.E., A.P. Brief, and R.A. Guzzo, 'The role of climate and culture in productivity,' in B. Schneider (Ed), Organizational Climate and Culture, Jossey-Bass, San Francisco CA, (1990), pp.282-318
30 Schmit, M.J., and S.P. Allscheid, 'Employee attitudes and customer satisfaction: making theoretical and empirical connections,' Personnel Psychology, Vol.48, No.3(1995), pp.521-536   DOI   ScienceOn
31 Parasuraman, A., V.A. Zeithaml, and L.L. Berry, 'SERVQUAL : A Multiple-item scale for measuring consumer perceptions of service quality,' Journal of Retailing, Vol.64, No.1(1988), pp.12-40
32 Liliander, V. and J. Mattsson, 'Impact of customer pre-consumption mood on the evaluation of employee behaviour in service encounters,' Psychology and Marketing, Vol.19, No.10(2002), pp.837-60   DOI   ScienceOn
33 Smith, H.C., Psychology of Industrial Behavior, McGraw-Hill, New York NY, 1955
34 Sundstrom, E. and M.G. Sundstrom, Workplaces : The Psychology if the Physical Environment in offices and Factories, Cambridge University Press, London, 1986
35 Gronroos, C., Strategic Management and Marketing in the Service Sector, Helsingfors : Swedish School of Economics and Business Administration (1982)
36 Bellizzi, J.A., A.E. Crowley, and R.W. Hasty, 'The effects of color in store design,' Journal of Retailing, Vol.59, No.1(1983), pp.21-45
37 Booms, B.H. and M.J. Bitner, 'Marketing services by managing the environment,' Cornell Hotel and Restaurant Administration Quarterly, Vol.23, No.1(1982), pp.35-39   DOI
38 Upah, G.D. and J.N. Fulton, 'Situation creation in services marketing,' in Czepiel, J., M., Soloman and C. Surprenant, (Eds), The Service Encounter : Managing Employee/Customer Interaction in Service Businesses, Lexington Books, Lexington MA, (1985), pp. 255-64
39 Mayer, K.J., J.T. Bowen, and M.R. Moulton, 'A proposed model of the descriptors of service process,' Journal of Service Marketing, Vol.17, No.6(2003), pp.621-39   DOI   ScienceOn
40 Nathanson C.A. and M.H. Becker, 'Job satisfaction and performance : an empirical test of some theoretical proposition,' Organizational Behavior and Human Performance, Vol.9, No.2(1973). pp.267-279   DOI
41 Gronroos, C., 'A service quality model and its marketing implications,' European Journal of Marketing, Vol.18, No.4(1984), pp.36-44   DOI
42 Areni, C. and D. Kim, 'The influence of background music on shopping behavior, classical versus top-forty music in a wine store,' Advances in Consumer Research, Vol.20(1993), pp.336-340
43 Zeithaml, V.A., A., Parasuraman, and L.L. Berry, 'Problems and strategies in services marketing,' Journal of Marketing, Vol.49, No.2(1985), pp.33-46   DOI   ScienceOn
44 Bitner, M.J. 'Evaluating service encounters: The effects of physical surrounding and employee responses,' Journal of Marketing, Vol. 54, No.2(1990), pp.69-81   DOI   ScienceOn
45 Locke, E.A., 'The nature and causes of job satisfaction,' in Dunnette, M.D. (Ed.), Handbook of Industrial and Organizational Psychology, Rand-Mel-ally, Chicago IL, 1976
46 Shostack, G.L., 'Breaking free from product marketing,' Journal of Marketing, Vol.41, No. 2(1977), pp.73-80   DOI   ScienceOn
47 Litwin, G.H. and R.A. Stringer, Motivation and Organizational Climate, Division of Research Graduate School of Business Administration, Harvard University, Boston, 1968