대형 쇼핑몰의 확장된 서비스스케이프가 지각된 가치, 고객만족에 미치는 영향

Abstract

In the environment of services, only physical aspects were measured in the past, but recently, people feel the necessity of measuring servicescape including social as well as restorative aspects, too. In fact, a number of researchers are trying to extend servicescape now a days. However, in the previous study, research on medical services, leisure facilities and food service was mostly carried out, and no studies on large shopping malls have been conducted. Along with the increase of necessity to extend servicescape to include physical, social, and restorative aspects all and the importance of perceived value regarding shopping malls, here, this study aims to adopt perceived value as a parameter and analyze how large shopping malls’ servicescape extended influences customer satisfaction. To confirm this, surveys were conducted, through direct distribution and the Internet. Using SPSS 21.0, the data was collected and through a frequency analysis, demographic characteristics were noted, and by conducting an exploratory factor analysis, unnecessary factors were removed. Also, reliability analysis and validity test were conducted, and it is to conduct a hypothesis verification using mediating effect regression analysis, using a multiple regression analysis and mediating variables. According to the results, perceived value is influenced by social and restorative servicescape, and customer satisfaction is influenced by physical, social, and restorative servicescape and also perceived value. Study results verifies that social servicescape has partly mediating effect while restorative servicescape exerts complete mediating effect. Considering the fact that restorative servicescape is a psychological benefit that customers gain indirectly, the degree of it influencing customer satisfaction directly is relatively lower than that of social servicescape that is direct communication between employees and customers. Restorative servicescape, however, internalizes psychological aspects, for instance, rest or fascination, so it influences perceived value much more. Also, its mediating effect on customer satisfaction is the highest; therefore, within large shopping malls, social servicescape is, of course, important, but restorative servicescape is found to be more important after all.