Advanced SearchSearch Tips
Development of Evaluation Metrics for Pedestrian Flow Optimization in a Complex Service Environment Based on Behavior Observation Method
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
Development of Evaluation Metrics for Pedestrian Flow Optimization in a Complex Service Environment Based on Behavior Observation Method
Bahn, Sang-Woo; Lee, Chai-Woo; Kwon, Sang-Hyun; Yun, Myung-Hwan;
  PDF(new window)
In a service environment, the spatial layout is an important factor that has a great impact on customers` behavioral characteristics including wayfinding and purchasing. Previous studies have shown a gap between marketing, focusing solely on profitability and satisfaction, and architecture, looking only into efficiency of pedestrian flow. To balance such disparity, this study suggests an integrated approach for assessing behavioral patterns in complex service environments. With the objective that complex service environments should aim to increase its profitability and efficiency while guaranteeing customer satisfaction, quantitative metrics was developed for evaluation. The metrics was defined to use data from behavior observation including path tracking, population counting, and gaze analysis, while previous studies have relied on abstract survey methods that were prone to sampling errors and loss of data. For validation of the metrics in a real world setting, a case study was conducted at 4 train stations in Korea. In the case study, experiments were conducted to gather the required data in all 4 train stations, while their physical layouts were also analyzed. With the results from the case study, comparative evaluation of the 4 train stations in terms of behavioral efficiency was possible, together with a discussion on the effect of their physical settings.
Efficiency of pedestrian flow;Evaluation metric;User observation;Servicescape;Complex service environment;
 Cited by
Bitner, M. J., Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56(2), 57-71, 1992. crossref(new window)

Braess, D., Nagurney, A. and Wakolbinger, T., On a Paradox of Traffic Planning, Transportation Science, 39(4), 446-450, 2005. crossref(new window)

Choi, J. and Lim, C., A Study on the Typological Arialysis and Factors of Visitor Circulation Based On Composition of Exhibition Space in Museum, Journal of the Architectural Institute of Korea, 20(4), 85-94, 2004.

Choi, Y. and Min, B., A Study on the Influence of Spatial Structure on Wayfinding, Journal of the Architectural Institute of Korea, 14(7), 53-60, 1998.

Cockrill, A., Goode, M. and Emberson, D., Servicescape Matters - Or Does It? The Special Case of Betting Shops, Marketing Intelligence & Planning, 26(2), 189-206, 2008. crossref(new window)

Daamen, W., Hoogendoorn., S. P. and Bovy, P. H. L., First-Order Pedestrian Traffic Flow Theory, Transportation Research Board Annual Meeting, 1-14, 2005.

Gronroos, C. and Ojasalo, K., Service Productivity: Towards a Conceptualization of the Transformation of Inputs into Economic Results in Services, Journal of Business Research, 57, 414-423, 2004. crossref(new window)

Hoogendoorn, S. P. and Bovy, P. H. L., Pedestrian Route-Choice and Activity Scheduling Theory and Models, Transportation Research Part B, 38, 169-190, 2004. crossref(new window)

Jin, Q., Feng, S., Li-xin, M. and Qun, C., Quantitative Measure for Transportation Network Efficiency, Workshop on Power Electronics and Intelligent Transportation System, 500-504, 2008.

Kim, W. and Moon, Y., Customers' Cognitive, Emotional, and Actionable Response to the Servicescape: A Test of the Moderating Effect of the Restaurant Type, International Journal of Hospitality Management, 28, 144-156, 2009. crossref(new window)

Lam, W. H. K., Lee, J. Y. S. and Cheung, C. Y., A Study of the Bi-Directional Pedestrian Flow Characteristics at Hong Kong Signalized Crosswalk Facilities, Transportation, 29, 169-192, 2002. crossref(new window)

Lee, S. H., Lee, S. W., Nam, S. and Lee, S. H., A Study of the Behavior Depending On the Characteristics of the Connecting Space between Subway and Shopping Area - Focused on the Subway Station in Seoul, Journal of the Architectural Institute of Korea, 26(1), 517-520, 2006.

Lucas, A., The Determinants and Effects of Slot Servicescape Satisfaction in a Las Vegas Hotel Casino, UNLV Gaming Research & Review Journal, 7(1), 1-17, 2003. crossref(new window)

Osaragi, T., Modeling of Pedestrian Behavior and Its Applications to Spatial Evaluation, Proceedings of the Third International Joint Conference on Autonomous Agents and Multi-Agent Systems, 2004.

Papadimitriou, E., Yannis, G. and Golias, J., A Critical Assessment of Pedestrian Behavior Models, Transportation Research Part F, 12, 242-255, 2009. crossref(new window)

Park, N., Chang, B. and Kim, Y., A Study on the Spatial Cognition and Circulation in the Underground Passage, Journal of the Architectural Institute of Korea, 23(1),183-186, 2003.

Park, K., Bahn, S., Chang, W., Yun, M. H. and Park, Y., A Systematic Evaluation Method for the Complex Service Space Considering Customer Behavioral Characteristics, Proceedings for Spring Conference of Ergonomics Society of Korea, 2008.

Passini, R., Wayfinding In Architecture, Van Nostrand Reinhold, 1984.

Stepanov, A. and Smith, J. M., Multi-Objective Evacuation Routing in Transportation Networks, European Journal of Operational Research, 198, 435-446, 2009. crossref(new window)

Wakefield, K. and Baker, J., Excitement at the Mall: Determinants and Effects on Shopping Response, Journal of Retailing, 74(4), 515-539, 1998. crossref(new window)

Wakefield, K. and Blodgett, J., The Effect of the Servicescape on Customers' Behavioral Intentions in Leisure Service Settings, The Journal of Services Marketing, 10(6), 45-61, 1996. crossref(new window)

Wakefield, K. and Blodgett, J., Customer Response to Intangible and Tangible Service Factors, Psychology & Marketing, 16(1), 51-68, 1999. crossref(new window)

Yoo, S., Architectural plan configuration and its influence on user's behavior: Way-finding performance and Architectural legibility, Journal of the Architectural Institute of Korea, 12(6), 105-112, 1996.