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논문 기본 정보

자료유형
학술저널
저자정보
Yu-Kyung Kim (Silla University)
저널정보
한국유통과학회 산경연구논집 산경연구논집 제9권 제6호
발행연도
2018.6
수록면
65 - 76 (12page)

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Purpose - The study aims to provide the relationships between the social servicescape and customer’s emotion and voluntary behaviors were investigated in this study. The social servicescape was largely divided into service employee’s image and other customers (in customer’s similarity, physical appearance and suitable behavior). Firstly, the relationship between service employee’s image and customer’s positive emotion was investigated as a specific purpose of study. Secondly, this study attempted to understand the relationship between other customers (in customer’s similarity, physical appearance and suitable behavior) and customer’s positive emotion. Lastly, the relationship between customer’s positive emotion and customer’s voluntary behavior dimension (intention to cooperate, intention to participate in and loyalty) was examined. Research design, data, & methodology ? In order to prove the hypotheses in this study, the customers who have experienced family restaurants during the last two months were targeted for a survey. A total number of 300 survey papers were distributed and as a result, 248 papers could be used for analysis, except the papers with insincere answers. After the analysis of the reliability and validity of each major variable, the hypothesis was verified through the structure method by using Amos 20.0. Results - First, the results of hypothesis testing on the relationship between social servicescape and customer’s positive emotion showed service employee image gives a positively meaningful impact on customer’s positive emotion. Secondly, the results on the relationship between other customers and customer’s positive emotion indicated that the customer’s similarity and physical appearance has a positively significant impact on customer’s emotion while customer’s suitable behavior has not a significantly positive impact on customer’s positive emotion Lastly, customer’s positive emotion was shown to have a significantly positive influence on customer’s voluntary behavior dimension, that is, intention to cooperate, intention to participate in and loyalty. Conclusions - This study aims to focus on and emphasize the social servicescape and its importance, which is different from the previous studies that have been focused largely on physical servicescape. Such results in this study indicated the social servicescape (service employee’s image and other customers) as an important factor that affects customer’s positive emotion and voluntary behavior.
#Social Servicescape #Employee Image #Other Customer #Positive Emotion #Voluntary Behavior.

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참고문헌 (86)

참고문헌 신청
Abranam, R / 2000 / The Role of Job control as a Moderator of Emotional Dissonance and Emotional Intelligence-Outcome Relationships / The Journal of Psychology 134(2):169~184 google schola Anderson, J. C / 1988 / Structural Equation Modeling in Recommended Two-Step Approach / Psychological Bulletin 103(3):411~423 google schola Argo, J. J / 2005 / The Influence of a Mere Social Presence in a Retail Context / Journal of Consumer Research 32(9):207~212 google schola Arnould, E. J / 1993 / River Magic : Extraordinary Experience and the Extended Service Encounter / Journal of Consumer Research 20:24~45 google schola Arnould, E / 1998 / Servicescapes:The Concept of Place in Comtemporary Markets / NTS/Contemporary Publishing Company :403~438 google schola

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