• 유통과학연구
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• 제16권6호
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• pp.65-75
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• 2018

Purpose - The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers' purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer's purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology - Servicescape was divided into four main components: 'spatial layout/functionality', 'ambient condition', 'design/artifacts', and 'human factor'. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer's shopping duration and the number of consultations which in turn, affects consumer's actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results - The results showed that except for 'spatial layout/functionality', all components of servicescape had a significant influence on consumer's shopping duration in the exhibition. Except for 'design/artifacts', other factors of servicescape did not show a significant effect on 'the number of consultations'. Interestingly, 'design/artifacts' exerted a significant negative effect on 'the number of consultations'. As expected, 'time spent' and 'number of consultations' showed significant effects on both 'the number of items purchased' and 'amount of money spent'. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers' purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of conceptual framework that verifies the relationships between not only servicescape and purchasing behavior, but also purchasing behavior-related variables. In addition, this study supports the concept of a dark side of servicescape. With regards to practical implications, this study suggests that exhibition organizers should put more efforts in facilitating consumer's desire to stay. More importantly, organizers need to keep in mind that excessive emphasis on 'design/artifacts' to increase consumers' shopping duration can cause a side effect that reduces opportunities for interactions with customers.

• 한국콘텐츠학회논문지
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• 제13권7호
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• pp.350-360
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• 2013

서비스 환경 내에 있는 고객들은 서비스 경험에 대한 만족에 잠재적으로 영향을 미치는 수많은 자극들에 노출되어 있다. 특히 레스토랑과 같이 고객의 서비스 경험이 중요한 환대산업에서는 유형적 요소인 물리적 환경만 중요한 것은 아니다. 물리적 환경 외에도 종업원의 친절함과 같은 사회적 환경 그리고 특정 신호 상징 인공물을 통해 표현된 상징적 환경도 매우 중요하다. 본 연구는 물리적 환경에 중심을 둔 기존 서비스스케이프 모형에 사회적 요인와 상징적 요인을 모두 포함되는 확장된 서비스스케이프의 개념을 정의하고 그 모형에 대해 연구하고자 한다. 모형을 검증하기 위해 중국에 있는 4개 민족특색 레스토랑의 이용고객을 대상으로 설문조사를 실시하였다. 연구결과, 물리적 사회적 상징적 요소가 포함된 확장된 서비스스케이프의 9개요인(쾌적성, 심미성, 편의성, 외형성, 예의성, 전문성, 향수성, 공감성, 문화성)중 심미성과 공감성을 빼고는 고객만족에 긍정적 영향을 미치는 것으로 나타났다. 관계품질의 고객만족이 신뢰와 몰입의 선행요인으로 신뢰와 몰입에 긍정적인 영향을 미치는 것을 검증되었다. 그리고 만족, 신뢰 및 몰입이 재구매의도에 긍정적 영향을 미치고 있었다.

• 식품보건융합연구
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• 제10권4호
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• pp.1-8
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• 2024

This study investigates the impact of servicescape elements in franchise fast food restaurants on the attitudes and revisit intentions of Generation MZ. Employing a mixed-methods approach, we surveyed 231 MZ consumers across five major urban centers. Our findings reveal that ambient conditions, spatial layout, and technology integration significantly influence MZ consumers' perceptions and behaviors. Specifically, sustainability-oriented design, customizable spaces, and seamless digital integration emerged as key drivers of positive attitudes and increased revisit intentions. Furthermore, we identify important generational differences, with Gen Z placing higher importance on Instagram-worthy aesthetics and contactless service options compared to Millennials. This research contributes to servicescape theory by proposing a novel framework tailored to MZ consumers in the fast food context. It offers practical implications for franchise operators seeking to attract and retain this crucial demographic. Our study highlights the evolving preferences of younger consumers and underscores the need for adaptable servicescape strategies in the fast food industry. The results suggest that franchises investing in environmentally conscious designs, flexible spaces, and cutting-edge technology are likely to see improved customer satisfaction and loyalty among MZ consumers. Future research could explore the long-term effects of these servicescape elements on brand perception and market share within the competitive fast food landscape.

• 서비스연구
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• 제8권2호
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• pp.1-24
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• 2018

이 연구에서는 카지노 서비스스케이프 및 고객 상호작용이 중국과 일본 고객의 감정과 충성도에 미치는 영향을 조사하였다. 한국내 외국인 전용 카지노에서 275명의 중국과 일본 고객들로 부터 카지노 서비스스케이프, 고객 상호 작용,즐거움, 환기, 지배성 (PAD) 감정 및 충성도에 관한 자료를 얻었고, AMOS 21.0을 사용한 구조모형 분석을 실시하여 모델을 검증했다. 이 연구는 경험적으로 카지노 서비스 영역에서의 중국과 일본 고객 사이의 PAD 감정과 카지노에서의 상호 작용에 있어서 유사점과 차이점을 확인했다. 이러한 점에서 이 연구는 이론적으로 기존 연구의 틀을 확장하려고 시도하였고, 카지노 운영자는 국제 소비자를 타켓으로 설정할 때 국제 마케팅의 맥락에서 문화와 국적의 역할을 세심하게 고려할 필요성을 입증하였다.

• Asia pacific journal of information systems
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• 제26권3호
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• pp.393-426
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• 2016

The qualities of the technological artifact of online shopping websites and the overall support delivered by the service provider through the website are generally agreed to be crucial elements in creating customer satisfaction and loyalty. However, a lack of consensus exists on how those qualities are related to each other, what they consist of, and how they can be conceptualized. Based on relevant literature and using a servicescape framework as a theoretical lens, we divide online shopping website qualities into information and system qualities and argue that both factors affect service quality. We conceptualize each of the three types of quality as a second-order formative construct comprising its most salient quality dimensions: information quality consisting of reliability, understandability, currency, and relevance; system quality consisting of usability, availability, and responsiveness; and service quality consisting of efficiency and fulfillment. Our model of how information, system, and service qualities are related to one another and to customer satisfaction and loyalty is then tested empirically with a data set of 570 online shopping customers. Our integrated model reconciles the seemingly contradictory conceptualizations of previous researchers and provides an effective way to create customer satisfaction and loyalty.

• 한국조리학회지
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• 제20권2호
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• pp.232-245
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• 2014

본 연구의 목적은 소매 비즈니스 환경에서 서비스 스케이프가 소비자의 태도에 미치는 영향을 확인하기 위해 수행되었다. 이를 위해 본 연구와 관련 연구를 토대로 프랜차이즈 커피전문점의 서비스 스케이프가 소비자의 인지적, 정서적, 행동 의욕적 태도(즉, 브랜드 이미지, 고객 만족도, 재방문 의도)에 미치는 영향을 탐구하는 모델을 제안하였다. 자료 수집은 대구를 포함한 경북 2개 도시의 성인 거주자를 대상으로 하였다. 수집된 자료의 분석을 위해 기술통계분석, 요인분석, 다중회귀분석을 활용하였다. 연구결과는 첫째, 프랜차이즈 커피전문점의 서비스 스케이프가 소비자의 인지적, 정서적, 행동 의욕적 태도에 영향을 미치는 것으로 나타났다. 둘째, 서비스 스케이프가 정서적 태도 즉 고객 만족에 미치는 영향력이 소비자 태도의 세 가지 유형 중 가장 높게 나타났다. 연구 결과를 바탕으로 프랜차이즈 커피전문점의 서비스 스케이프를 활용한 마케팅적 시사점을 제시하였다.

• 한국항행학회논문지
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• 제14권6호
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• pp.890-899
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• 2010

본 논문은 스포츠 산업은 미국에서 지난 수 십년 동안 계속해서 발전해오고 있으며, 그것은 전문가들에게 있어서 후원자의 수를 증가시키는 주요한 원인이 되고 있다. 이 기회를 스포츠 관련 기관에게 있어서 최고의 이익으로 전환시키기 위하여, 전문가들이 당면한 과제는 스포츠 활동에의 적극적 참여를 유도하는 것과 재방문(지속적 참여) 요소를 홍보하는 것이다. 지금까지 많은 연구들은 스포츠 활동의 참여 정도에 영향을 미치는 변수들을 확인하려고 노력하였다. 하지만 변수들 중 많은 부분은 스포츠의 본질성과 불확실한 장소로부터 파생 되는 우연성으로 인하여 다소 통제하기가 힘든 특징을 가지고 있다. 그러므로 경쟁력 확보와 수익의 극대화를 위하여 관리자들이 통제 가능한 요소를 찾아내고 이해하기 위한 노력이 필수적이다. 이 연구는 스포츠 활동의 참여에 영향을 미치는 통제 가능한 많은 변수들이 1992년 이후 환대산업에 널리 쓰여진 '서비스 스케이프'요소와 일치한다는 것을 알아냈다. '서비스 스케이프'의 개념적 모형에 비추어 보았을 때, 이 연구는 스포츠 활동 참여를 증가시킬 수 있는 통제 가능한 변수들을 분리시키는 시도이기도 하다. 스포츠 산업의 개념으로서 '서비스 스케이프'의 적용을 증진시키는 점에서 뿐만 아니라 더 나아가 이 변수들을 증명하고 변수들간의 관계를 측정하고, 그리고 스포츠 참여의 영향력을 평가하는 미래에 있을 실증적 연구에 대한 의견을 제공하는 점에서 이 연구는 중요하다고 할 수 있다.

• 통상정보연구
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• 제10권4호
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• pp.125-151
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• 2008

Website service quality is widely accepted as one of the key determinants of online business success. Several studies identified key factors that determine the website service quality factors appropriate for online business environments. A convention and visitors bureau (CVB) website is a service portal that delivers information online about a destination so users can develop an overall image of the location. CVBs struggle to deliver positive destination images because the competition among destinations to host conventions is intense. In spite of the important role of CVBs and the beneficial spillover effect of CVBs, there are few studies available reporting on the unique service qualities of a CVB website. The primary purpose of this study was to examine the determining factors that are appropriate for CVB websites from the meeting planners' perspective. The research questions arc: What are the determining factors of service quality of a CVB website? Do the determining factors of CVB website service quality positively influence meeting planners' satisfaction? The new conceptual framework was developed from a variety of destination marketing and Internet marketing concepts: e-servicescape management, web community network, Internet service encounter management, and online system quality. Empirical results indicate that three of the four factors, that is, e-servicescape, web community network, and online system quality are important determinants in evaluating CVB website service quality. The findings also show that three determinants have significant and positive influence on meeting planners' satisfaction. The findings from this study will provide meaningful advice for CVB website quality management. To enhance the CVB website service quality and satisfaction level of meeting planners, these three determinants' should be considered of the utmost strategic importance and priority.

• The Journal of Asian Finance, Economics and Business
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• 제9권1호
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• pp.93-103
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• 2022

The main purpose of this study was to gauge the patient satisfaction index and subsequently discuss the Importance-Performance (IP) matrix analysis of the inpatient services in the context of the private hospital setting. The Malaysian Customer Satisfaction Index Model was employed as the theoretical framework for the above purposes. This study involving 242 patients in Malaysian's private healthcare sector used a Web-based survey as the main method of data collection. Partial least square structural equation modeling (PLS-SEM) was utilized for data analysis. Using Fornell et al. (1996)'s formula, the resulting patient satisfaction index was slightly lower than the "very satisfied" category, the target level required for positioning as one of the world's premier medical tourism players. The IP matrix showed that medical quality is the main competitive advantage of the private hospitals that can propel their growth in the global healthcare marketplace. The results also indicate that outcome quality, patient rights, and privacy, and service quality are the three quality domains that need to be prioritized for further improvement. On the other hand, the servicescape quality domain needs to be strategized as the unique selling proposition as the performance of the private hospitals in this regard is already extremely good.

• 한국프랜차이즈경영연구
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• 제15권2호
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• pp.17-37
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• 2024

Purpose: This study used the SOR model to analyze the impact of live commerce's modified livecommercescape factors (interactivity, presence, playfulness, convenience, and broadcaster characteristics) on repurchase intention through usefulness and flow. Research design, data, and methodology: 1,149 respondents with live commerce purchase experience were collected through an online survey, and the collected data was analyzed with SPSS 25.0 and SmartPLS 4.0 statistical package programs. Results: Presence and playfulness were found to have the highest influence on flow and usefulness. In particular, Presence and broadcaster characteristics were found to be the factors that had the greatest influence on flow. Playfulness was found to have the greatest impact on usefulness, and two-way communication was found to have the lowest influence among the five servicescape factors. Broadcaster characteristics also affect flow but not usefulness, and convenience only affects usefulness and does not affect flow. Flow shows results that affect usefulness and repurchase intention. Conclusion: Our findings provide a richer understanding of causal relationships within the SOR framework, demonstrating that broadcaster characteristics, two-way communication, presence, and playfulness can influence flow, perceived usefulness, and, consequently, consumer purchasing behavior.