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http://dx.doi.org/10.12653/jecd.2011.18.3.409

A Study on the Effect Analysis of Servicescape on the Post Evaluation: Centered Plan to Improve Business of Hospitality Industry in Gyeongnam  

Goo, Jung-Dae (경남대학교 관광학부)
Cheon, Yong-Soo (청주대학교 경상대학 호텔경영학과)
Publication Information
Journal of Agricultural Extension & Community Development / v.18, no.3, 2011 , pp. 409-434 More about this Journal
Abstract
The main purpose of this study was to examine the effects of servicescape on post evaluation of hospitality industry in Gyeongnam. Customers of deluxe hotels in Gyeongnam were selected for a questionnaire survey. To achieve the study objective, 253 valid questionnaires were statistically analyzed, using frequency analysis, factor, reliability analysis and regression analysis. The results of the multiple regression analysis indicated that five of servicescape factors had significant impact on customer satisfaction and customer retention. The servicescape factors partially exerted a positive influence on word-of-mouth intention. The result of the simple regression analysis also indicated that the customer satisfaction had very significant impact on customer retention and word-of-mouth intention.
Keywords
Servicescape; Post Evaluation; Hospitality Industry;
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