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Exteriorscape: physical surroundings of a service outlet in a shopping mall

최선미|Hyunjung Koo|Shinyoung Kim
한국마케팅과학회 (Korean Scholars of Marketing Science)|2015.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제25권 제2호|pp. 153-166|DOI http://dx.doi.org/10.1080/21639159.2015.1012813

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키워드

locationservicescapeexteriorscapecluster theoryservice outlet外景服务环境组合理论位置服务网点
주제분류경영학

초록

While the physical elements inside service outlets have been actively researched, thephysical surroundings outside the outlet have received limited attention. This studyexplores the critical factors of physical surroundings of a service outlet in a clusteredcontext such as a shopping mall, and their customer effect. Specifically, the concept of“exteriorscape” is proposed, its components are identified theoretically and validatedempirically and, finally, their direct and indirect customer effects are empiricallyexamined. Academically, this study contributes by extending the scope of research onphysical elements of a service outlet from inside to outside the service delivery site. Managerially, this study contributes by revealing the importance of managing physicalelements surrounding a service outlet and by proposing the critical physical elementssurrounding the service outlet.

Abstract

While the physical elements inside service outlets have been actively researched, thephysical surroundings outside the outlet have received limited attention. This studyexplores the critical factors of physical surroundings of a service outlet in a clusteredcontext such as a shopping mall, and their customer effect. Specifically, the concept of“exteriorscape” is proposed, its components are identified theoretically and validatedempirically and, finally, their direct and indirect customer effects are empiricallyexamined. Academically, this study contributes by extending the scope of research onphysical elements of a service outlet from inside to outside the service delivery site. Managerially, this study contributes by revealing the importance of managing physicalelements surrounding a service outlet and by proposing the critical physical elementssurrounding the service outlet.

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