오프라인 서비스스케이프와 온라인 커뮤니케이션이 소비자만족에 미치는 영향 : 쇼루밍 중심으로
Impact of Offline Serciescape and Online Communication on Customer Satisfaction : Evidence from Showrooming Context
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This study examines how offline servicescape and online communication influence customer satisfaction in omnichannel contexts, focusing on showrooming behavior. Showrooming, where consumers first experience products in physical stores and then purchase online, is treated as a moderating variable. Survey data from consumers were analyzed using SPSS 18.0, employing exploratory factor analysis, descriptive statistics, multiple regression, and interaction terms. Results reveal that both servicescape and online communication significantly enhance satisfaction, and their effects are amplified under showrooming conditions. These findings highlight the complementary role of offline and online factors in shaping customer experiences. Academically, the study extends research on servicescape and digital interaction by incorporating shopping sequence as a contextual moderator. Practically, it suggests that firms should integrate store environment cues with online communication touchpoints to optimize omnichannel strategies and improve consumer satisfaction in the transition from offline to online.
Abstract
This study examines how offline servicescape and online communication influence customer satisfaction in omnichannel contexts, focusing on showrooming behavior. Showrooming, where consumers first experience products in physical stores and then purchase online, is treated as a moderating variable. Survey data from consumers were analyzed using SPSS 18.0, employing exploratory factor analysis, descriptive statistics, multiple regression, and interaction terms. Results reveal that both servicescape and online communication significantly enhance satisfaction, and their effects are amplified under showrooming conditions. These findings highlight the complementary role of offline and online factors in shaping customer experiences. Academically, the study extends research on servicescape and digital interaction by incorporating shopping sequence as a contextual moderator. Practically, it suggests that firms should integrate store environment cues with online communication touchpoints to optimize omnichannel strategies and improve consumer satisfaction in the transition from offline to online.