• Korean Institute of Interior Design Journal
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• v.17 no.6
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• pp.63-70
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• 2008

The service sector is growing and service is complicated with various customer needs in the competitive markets. Bill Hollins urges that services must be designed. I believe that service experiences must be designed with servicescape as an environment surrounding services. Servicescape is the physical and social environments of service. Service experiences do not depend only on the aesthetic impression of physical servicescape. One of the main characteristics of services is that the most value of services are accomplished from interaction between customer and service encounters. The design of physical servicescape affects the interaction between customer and service encounters and the behavior of both customer and service suppliers' including social factors such as display emotions and the interpersonal distance between customers. Servicescape design should control tangible and intangible area of service events. In addition servicescape design creates customer's good experiences in the servicescape. This research proposes the possibilities and proper design process of servicescape design. Servicescape Design should control the activities including interrelations of participants, efficient service delivery process, and the united images of services for creating the satisfied service experience values.

• Korean Institute of Interior Design Journal
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• v.24 no.6
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• pp.68-78
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• 2015

The servicescape of a design hotel means the physical environment in which a service is produced and consumed. Servicescape refers to the comprehensive physical environment perceived by users and is composed of physical elements such as ambient conditions, space, function, signs, symbols and artifacts. For a successful operation of a design hotel, it is necessary to investigate the design hotel's servicescape types according to characteristics of design hotel's servicescape to provide various servicescape. The purpose of this study is to classify the types of servicescape on design hotel and analyze characteristics through the case study. A case study on Europe's design hotels to find various servicescape design methods was conducted. According to characteristics of design hotel the types, it is also categorized into four different types: history/tradition, art/culture, collaboration, locality. The case study demonstrated that European design hotels were making many efforts for their uniqueness and differentiation by considering the cultural and historical characteristics of their city and providing art and cultural space for their community. Design hotels in Korea should not only provide visitors with opportunities to have special experience through the nation's own culture and history but also serve as a place of community activities.

• Korean Institute of Interior Design Journal
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• v.24 no.6
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• pp.183-191
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• 2015

The servicescape of a hotel means the physical environment in which a service is produced and consumed. The users perceive the quality of the service and their inner response affects their satisfaction or behavior such as repurchase. Servicescape has been addressed mainly in marketing as a strategic element of service marketing research. The aim of this research is to find out which dimensions of servicescape is required in hotel facilities and to identify servicescape of tourist hotel in Seoul. For this study, questionnaire survey with facilities users and site research were used. Servicescape factors were derived cleanliness, convenience, aesthetics and ambience. According to case study, the most significant servicescape need for hotel facilities was cleanliness. Therefore, facility managers must continuously manage the facilities. In terms of convenience, layout of guest bathrooms and furniture was the important indicator of servicescape. Facility aesthetics play an important role as differentiation from competitors. By providing a customized design, customers choose hotels that best satisfy their needs. It is important to recognize that ambience can be controlled to a large extent by facility management.

• Journal of Distribution Science
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• v.16 no.6
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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.

• Journal of Distribution Science
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• v.19 no.9
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• pp.29-39
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• 2021

Purpose: Nowadays, café shop chains are becoming a trend and growing rapidly in Vietnam. There are numerous people who spend their time in cafes and this has become part of the current lifestyle. Therefore, cafe chains owners compete in offering new cafe concepts to attract customers and deliver their values to customers effectively. To gain competitiveness and attractiveness, a cafe must possess an interesting servicescape and provide a good impression toward customers in a cafe. Therefore, this study is to evaluate the role of servicescape as an antecedent to service quality and behavioral intentions in the Vietnam market. Research design, data, and methodology: The study was conducted through survey questionnaires who had used the service at coffee shop chains in cities of Vietnam. We apply the PLS-SEM method to analyze data and test hypotheses. Results: Servicescape is a second-order construct including hygiene, space, ambiance, design, and equipment. Servicescape also impacts directly on overall service quality, employee service quality, and behavioral intention. Conclusions: Servicescape plays a role as an antecedent for service quality and behavioral intention. Therefore, it confirms the importance of managing servicescape in order to deliver more value to customers through improving service quality so that enhance intention to return to use services in coffee shop chains.

• Asia Marketing Journal
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• v.17 no.2
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• pp.73-96
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• 2015

This paper investigates how servicescape perception influences customer experience quality in hedonic service settings. In addition to the direct effect of servicescape quality on customer experience quality, the indirect effects of servicescape quality on customer experience quality via employee-to-customer interaction quality and peer-to-peer interaction quality are also investigated. We collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. The results show that servicescape quality influences customer experience quality both directly and indirectly through employee-to-customer interaction quality and peer-to-peer interaction quality, and customer experience quality influences customer loyalty. Additionally, we find that the indirect path via peer-to-peer interaction quality is significant only in a low-satisfaction customer group. The indirect effect of servicescape quality perception through peer-to-peer interaction quality is significant only in low-satisfaction customer groups. Therefore, if evaluations for this indirect effect fall below an acceptable level, it should be addressed first before improving on other attributes. However, after this point, further improvements offer few if any gains; therefore, service firms should allocate their resources to quality improvements to other factors. This study is the first to investigate the indirect effects of servicescape quality on customer experience quality via peer-to-peer interaction quality in hedonic service settings. Additionally, this study demonstrates that the significance of this indirect effect applies only to a low-satisfaction customer group.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.785-801
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• 2016

The purpose of this study was to examine the effect of servicescape on customer satisfaction and brand loyalty in Franchise Coffee Shops. Also, this study investigated a mediating effect of brand image in the causal relationship between servicescape and customer satisfaction and, between servicescape and brand loyalty. The results of this study are as follows: Firstly, among components of servicescape, aesthetics, cleanliness and pleasance affected brand image. Secondly, among components of servicescape, aesthetics, cleanliness, pleasance and space affected customer satisfaction. Thirdly, among components of servicescape, pleasance and space affected brand loyalty. Fourthly, Brand image significantly affected customer satisfaction and brand loyalty. Fifthly, customer satisfaction significantly affected brand loyalty. Sixthly, brand image had a mediating role in the causal relationship between servicescape and customer satisfaction and, between servicescape and brand loyalty.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.12
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• pp.491-500
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• 2020

The purpose of this study was to analyze the antecedents of student loyalty which included Servicescape University, relationship quality, university image, and student satisfaction. The research was conducted in three universities with Islamic atmosphere under Al Washliyah Foundation in Medan, North Sumatra Province, Indonesia. Data analysis in this study includes descriptive analysis and Structural Equation Modeling (SEM). The results showed that: (1) Servicescape university influences university image, student satisfaction, but does not influence student loyalty; (2) Servicescape university through university image influences student loyalty, (3) Servicescape university through student satisfaction influences student loyalty, (4) Relationship quality influences university image, satisfaction Students, but does not influence student loyalty, (5) Relationship quality through university image influences student loyalty, (6) Relationship quality through student satisfaction influences student loyalty, (7) University image influences student loyalty, and (8). Student satisfaction influences student royalty. The findings of this study suggest that the antecedent of student loyalty in universities with Islamic atmosphere which was examined in this research includes four factors: Servicescape university, quality relationship, university image, and students' satisfaction.

• Journal of the Korean Operations Research and Management Science Society
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• v.34 no.4
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• pp.165-183
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• 2009

In a service process, the customer typically experiences two types of interactions; one is interaction with the physical ambiance (servicescape) and the other is with employees who may be responsible for the service process quality. The literature in general supports that process quality is a critical determinant for overall service quality and customer satisfaction. In this paper, we primarily examine how the servicescape intervenes the association between process quality and employee/customer satisfaction. The proposed models are tested. using the data collected from the major golf courses in Korea. The results suggest that improving process quality and servicescape have a positive influence on employee/customer satisfaction directly and/or indirectly, but the effect of servicescape may be stronger in the case of golf course businesses. Servicescape also contributes to improving process quality by enhancing employee satisfaction. These results collectively indicate that management emphasis on improving service quality without renovating physical surroundings may results in unsatisfactory outcome.

• Journal of Information Technology Services
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• v.19 no.2
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• pp.1-10
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• 2020

In this study, the structure model including the role of servicescape focusing on service participation and customer experience in theme park service is demonstrated empirically. The servicescape construct of theme park service includes three factors such as ambient atmosphere, functionality and layout, and sign, symbols etc. Customer service participation includes suggestion, passion and citizenship. And the emotional and convenience factors are included to customer experience. As an analysis result of examining the 241 respondents of university students, some implications were described. Customer satisfaction is greatly influenced by customer's participation in theme park service, and customer's participation has a significant effect on improving customer satisfaction by inducing customer experiences. It is desirable to consider servicescape priority in order of signs and symbols, ambient atmosphere, functionality and layout factor. The customer's participation in service is a passion for participation, citizenship, and suggesting for problems or improvements. Therefore, participants in planning and designing servicescape in the future, including IT services, should be creative in the direction of inducing various participations of customers and creating positive experiences for customers. In order to apply these findings to the composition of servicescape, the participation of various experts is required. Also, the expertise and competences of various fields must be gathered for each issues, and a more creative and scientific approach is required.