리조트 산업에서 물리적·사회적·E-서비스 스케이프가 고객 충성도에 미치는 영향

Abstract

The purpose of this study is to examine the effects of three forms of servicescape - physical, social, and e-servicescape - on place attachment and customer loyalty in the resort industry, and to assess the extent to which place attachment mediates these relationships. Building on relevant theoretical foundations, a conceptual model and hypotheses were developed. Data were collected from 211 visitors to various resorts, and the proposed relationships were tested using structural equation modeling with SPSS27.0 and Amos21.0. The results indicate that all three servicescape dimensions have significant positive effects on both place attachment and customer loyalty. Furthermore, place attachment demonstrates a significant positive influence on customer loyalty. However, mediation analysis revealed that place attachment does not mediate the relationships between the three forms of servicescape and customer loyalty, suggesting that the impact of servicescape elements on loyalty is primarily direct rather than indirect through emotional attachment to the place. This study enriches the literature on servicescape by simultaneously considering its physical, social, and digital dimensions in the context of the resort industry. From a managerial perspective, the findings highlight the importance of enhancing all aspects of the servicescape to drive customer loyalty, independently of customers’ level of place attachment. Limitations of the study and recommendations for future research are also discussed, including broader sampling across different hospitality contexts and investigation of additional psychological mediators.