earticle

영어

This study has empirically examined the effect of servicescapes in Auto repair shop. Servicescape is the idea that the physical environment influences the behavior and perception of the service for both customers and employees. Therefore, servicescape of the supporting service facility should be designed with an image and feel that is congruent with the service concept. This study has empirically examined that the physical environment influences the response of service for both customers and employees, the response of service influences behavior of service for both customers and employees, and this behavior influences performance and satisfaction of the service. So that, we were analyzed the physical environment of servicescapes with the statistics tool of factor analysis. And the response of service for both customers and employees, behavior of service, the satisfaction of the service were analyzed with the statistics tool of regression and stepwise regression. A total of 172 respondents participated in this survey. The results of this study can be summarizes as follows. The finding suggests that the physical environment of servicescapes had a partial positive effect on response of service for both customers and employees. because the signs of information in physical environment of servicescapes had a negative effect on response of employees. The response of service for both customers and employees had positive effect on behavior of service for both customers and employees, and behavior of service for both customers and employees had positive effect on satisfaction of the service.

한국어

연구는 서비스 기업의 물리적 환경이 고객이나 종업원의 지각된 반응이나 태도에 영향을 미치는 서비스스케 이프에 관한 연구이다. 자동차정비서비스업체를 이용한 고객 172명이 응답한 데이터를 실증분석하여 몇 개의 요인별 환경이 고객이나 종업원반응에 미치는 영향, 각 반응이 행동에 미치는 영향, 행동이 서비스만족에 미 치는 영향에 대해 회귀분석을 통해 검증하였다. 검증결과, 서비스스케이프 환경 중에서 정보/표시/심볼/조형 물 관련 환경은 종업원반응에 거의 영향을 미치지 않는 것으로 나타났으며 그 외의 환경들은 긍정적 영향을 미치는 것으로 분석되었다. 그리고 고객이나 종업원반응은 행동에 모두 긍정적 영향을 미치고 있는 것으로, 또 이들의 행동들도 서비스 만족에 매우 큰 영향을 미치고 있는 것으로 분석되었다. 이러한 결과를 통해 자동 차수리서비스 기업들이 서비스스케이프 환경을 통해 고객들을 만족시킬 수 있는 전략적 지침을 수립할 수 있 을 것으로 사료된다.