서비스품질에 대한 서비스환경과 핵심서비스의 영향
(The) Effects of Physical Environments and Core-Service on Service Quality
벤처경영학과 벤처기술경영학 전공
서비스품질 서비스환경 핵심서비스;
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The gravity of service industries is increasing day by day, and a important issue of recent marketing studies is the service marketing. The objective of this paper is to examine the adaption capability of "servicescape" model which Bitner have insisted in 1992. So, the main focus of this paper is to approve the effects of three dimensions of physical service environments(① Ambient Conditions, ② Space·Function, ③ Sign·Symbols·Artefacts) and core service on perceptive service quality. And another focuses of this paper are to find the correlations between perceptive service quality and service satisfaction, to approval the effects of service satisfaction on revisit intention and positive word-of-mouth. This study is organized in five chapters. the first is introduction(purpose, research methods etc.), Chapter 2 presents theoretical backgrounds, Chapter 3 deals with empirical study which uses questionnaires answered by 285 customers who have visited restaurants. Chapter 4 presents results derived from analyzing the questionnaires. The last chapter deals with conclusions of this study, presents several limitations, and proposes implications for service marketing. Following is the results this study. First, we have approved that three dimensions of physical serviceenvironments(① Ambient Conditions, ② Space·Function, ③ Sign·Symbols·Artefacts) and core service are important factors to perceptive service quality. Second, we have supported the hypothesis that perceptive service quality have important impact on consumer satisfaction. Third, we have supported the hypothesis that service satisfaction have positive impact on revisit intention. In summary, this study has shown that the physical service environments have a significant impact on service customers' revisit intentions.