한옥스테이 서비스스케이프와 이용만족, 행동의도와의 영향관계
The Effects Servicescape of Hanok Stay(Korean Traditional Style Accomodations) on Tourist Satisfaction and Behavioral Intentions
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Servicescape is one of the most important dimensions by which customers evaluate their accomodations service experience. Although wide agreement exists between scholars and marketing practitioners concerning the servicescape, to date empirical research into this phenomenon is lacking in Hanok stay. The study tested the mediating tourist using satisfaction between servicescape of Hanok stay and customer's behavioral intentions. Test results show positive relationships between all of the constructs in the proposed conceptual model. It was found that servicescape components had a positive effect on user satisfaction, and tourist satisfaction had the same effect on behavioral intentions(re-visiting and word-of-mouth). The study gives practitioners and academics insights into practices that can help to manage the Hanok accommodations servicescape. Managers who intend to present a positive business effect should design servicescape components according to the expectations of target consumers. Also service providers should consider the influence of accommodations environments in shaping service quality perceptions and their subsequent impact on behavioral intentions. The findings indicate to practitioners which aspects of the servicescape require attention so as to maximize behavioral intentions.
Abstract
Servicescape is one of the most important dimensions by which customers evaluate their accomodations service experience. Although wide agreement exists between scholars and marketing practitioners concerning the servicescape, to date empirical research into this phenomenon is lacking in Hanok stay. The study tested the mediating tourist using satisfaction between servicescape of Hanok stay and customer's behavioral intentions. Test results show positive relationships between all of the constructs in the proposed conceptual model. It was found that servicescape components had a positive effect on user satisfaction, and tourist satisfaction had the same effect on behavioral intentions(re-visiting and word-of-mouth). The study gives practitioners and academics insights into practices that can help to manage the Hanok accommodations servicescape. Managers who intend to present a positive business effect should design servicescape components according to the expectations of target consumers. Also service providers should consider the influence of accommodations environments in shaping service quality perceptions and their subsequent impact on behavioral intentions. The findings indicate to practitioners which aspects of the servicescape require attention so as to maximize behavioral intentions.
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