DOI QR코드

DOI QR Code

Influence of Service Environments on Service Quality, Social Interaction, and Emotional Commitment -Moderating Effects of OSL and Social Appropriateness-

서비스 환경이 서비스 품질과 사회적 상호작용, 그리고 정서적 몰입에 미치는 영향 -최적자극수준과 사회적 적합성향의 조절효과-

  • 펑펑 (충남대학교 경영학과) ;
  • 정용길 (충남대학교 경영학과)
  • Received : 2012.01.17
  • Accepted : 2012.03.19
  • Published : 2012.04.28

Abstract

The satisfaction of customers, who are in a servicescape, will be subject to many environmental stimulations. In particularly, the servicescapes of the store and the customer characteristics are important factors that affecting the emotional commitment of consumers. In this study, the servicescape that consumers evaluated can be divided into physical and social factors. Furthermore, how these factors can affect the emotional commitment through perceived service quality and social interaction will be studied as well. In addition, the moderating effects of the individual characteristics at the perception of servicescape, such as optimum stimulation level and social appropriateness will be studied together. The results show that the physical factor of servicescape is one of the most important elements that affect "emotional commitment" and under this process; the perceived service quality is performed as a parameter. Besides, the social factor of servicescape, such as the other customer and companion affect can also affect emotional commitment through social interaction. On the other hand, through the analysis of optimum stimulation level and social appropriateness, we found that the higher the social appropriateness, the greater the effect of servicescape. Overall, in order to enhance the customer's emotional commitment, we must build high quality servicescape, meanwhile; the management of other customers and the companion are needed at the same time.

Keywords

Servicescape;Perceived Service Quality;Social Interaction;Optimum Stimulation;Social appropriateness;Emotional Commitment

References

  1. 김나민, "서비스스케이프의 구성차원으로서의 다른 고객에 관한 연구," 연세대학교 경영학과 박사학위논문, 2007.
  2. 김상훈, 박현정, 이방형, "사회적 영향력과 모바일 서비스의 사용-확산, 그리고 지속적 사용 및 상표 전환의도 간의 관계에 대한 연구," 한국마케팅저널, 제12권, 제3호, pp.1-24, 2010.
  3. 박준철, "인터넷 쇼핑몰 이용자의 고객만족이 신뢰, 몰입, 고객충성행위에 미치는 영향," 한국경영정보학회, 제13권, 제3호, pp.131-149, 2003.
  4. 송창석, 신종칠, "인터넷상의 상호작용성 제고방안에 관한 연구," 마케팅연구, 제14권, 제3호, pp.69-95, 1999.
  5. 장여진, "레스토랑의 사회적 서비스스케이프가 점포이미지 및 행동의도에 미치는 영향," 경희대학교, 호텔관광학과 박사학위논문, 2010.
  6. 최승만, "호텔 레스토랑의 물리적 환경지각이 감정 반응, 고객만족, 재구매의도 및 추천의도에 미치는 영향," 세종대학교대학원 박사학위논문, 2008.
  7. 최영, 김병철, "인터넷 신문의 상호작용성에 관한 연구," 韓國言論學報, 제44권, 제4호, pp.225-257, 2000.
  8. 최철재, "점초이미지와 충성도 관계에서 인지적 만족과 감정적 만족의 역할," 한국콘텐츠학회논문지, 제9권, 제10호, pp.293-302, 2009.
  9. 예종석, 이재만, 김균, "최적자극수준, 사회적 적합성향, 그리고 사회 연계망이 혁신이 수용에 미치는 영향," 마케팅연구, 제20권, 제4호, pp.147-180, 2005.
  10. 웅건용, 김원겸, "점포이미지, 고객의 감정반응 및 행동의도의 관계," 한국콘텐츠학회논문지, 제11권, 제9호, pp.267-274, 2011.
  11. J. L. Alba, C. Janiszewski, R. Lutz, A. Sawyer, and S. Wood, "Interactive Home shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplace," Journal of Marketing, Vol.61, No.3, pp.38-53, 1997. https://doi.org/10.2307/1251788
  12. J. Baker, D. Grewal, and A. Parasuraman, "The Influence of Store Environment on Quality Inferences and Store Image," Journal of the Academy of Marketing Science, Vol.22, No.4, pp.328-339, 1994. https://doi.org/10.1177/0092070394224002
  13. M. J. Bitner, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees," Journal of Marketing, Vol.56, No.4, pp.57-71, 1992. https://doi.org/10.2307/1252042
  14. R. Centers, "An Examination of the Riesman Social Character Typology: A Metropolitan Survey," Sociomerty, Vol.25, pp.231-240, 1962.
  15. A. J. Fridlund, Humanfacial Expression: An Evolutionary View, San Diego, CA: Academic Press. 1994.
  16. R. J. Gruen, J. Ehrlich, R. Silva, J. W. Schweitzer, and A. J. Friedhoff, "Cognitive Factors and Stress-induced Changes in Catecholamine Biochemistry," Psychiatry Research, Vol.95, No.3, pp.55-66, 2000. https://doi.org/10.1016/S0165-1781(00)00159-1
  17. D. O. Hebb, "Drives and the Central Nervous System," Psychological Review, Vol.62, pp.243-254, 1955. https://doi.org/10.1037/h0041823
  18. K. D. Hoffman and L. W. Turley, "Atmospherics, Service Encounters and Consumer Decision Making: An Integrative Perspective," Journal of Marketing Theory and Practice, Summer, pp.33-47, 2002.
  19. M. B. Holbrook and E. C. Hirschman, "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Vol.9, No.2, pp.132-141, 1982. https://doi.org/10.1086/208906
  20. C. Leuba, "Toward Some Integrations of Learning Theories," Psychological Reports, Vol.1, pp.27-33, 1955. https://doi.org/10.2466/pr0.1955.1.g.27
  21. Y. Liu and L. J. Shrum, "What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness," Journal of Advertising, Vol.31, No.4, pp.53-64, 2002. https://doi.org/10.1080/00913367.2002.10673685
  22. R. M. Morgan and S. D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, Vol.58, No.7, pp.20-38, 1994.
  23. D. Reisman, The Lonely Crowd: A Study of the Changing American Character, Yale University Press. 1950.