서비스 창업시 물리적 환경, 점포 이미지, 전반적 서비스품질, 고객만족 간의 관계에 관한 연구
A Study on the Effect of Physical Evidence, Store Image, Overall Service Quality, and Customer Satisfactions in Service Business Venturing
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The goal of this study is to suggest strategic implications of marketing by analysing the effect of the physical environment, the store image and the overall quality of the service on customer satisfaction. The results of the 146 sheets of survey indicate that the most effective element was the service quality followed by physical environment and the image. Depending on the fact the biggest reasons for visiting Jjimjilbang are rest and entertainment, the need for the service quality over the physical environment is identified. Therefore, owners and the managers need to reinforce the marketing ability to derive a high level of customer satisfaction through constant improvement and development of service quality. It is important to figure out customer needs for effective operating strategies of Jjimjilbang which play important roles in health management industry. Improving the satisfaction can have many influences on establishing long-term management strategies and creating new services.
Abstract
The goal of this study is to suggest strategic implications of marketing by analysing the effect of the physical environment, the store image and the overall quality of the service on customer satisfaction. The results of the 146 sheets of survey indicate that the most effective element was the service quality followed by physical environment and the image. Depending on the fact the biggest reasons for visiting Jjimjilbang are rest and entertainment, the need for the service quality over the physical environment is identified. Therefore, owners and the managers need to reinforce the marketing ability to derive a high level of customer satisfaction through constant improvement and development of service quality. It is important to figure out customer needs for effective operating strategies of Jjimjilbang which play important roles in health management industry. Improving the satisfaction can have many influences on establishing long-term management strategies and creating new services.
참고문헌 (34)
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