서비스스케이프가 외식산업 직원의 직무만족 및 고객지향성에 미치는 영향

Abstract

This study examined the influence relationship between servicescape, job satisfaction, and customer orientation in domestic food service industry. Also, it exammined mediating effects of job stress on servicescape and job satisfaction. A survey was conducted during July 2023 for empirical study, and 263 samples out of the 300 were considerred valid. A factor analysis was conducted to extract three factors from independent variables, servicescape; ‘function-convenience’, ‘safety’, and ‘pleasantness’. The mediating variable is ‘job stress’. while the dependent variables are ‘job satisfaction’ and ‘customer orientation’. There are eleven hypotheses, of which six were accepted. In this study, job satisfaction was positively affected by the servicescape’s ‘safety’ and ‘pleasantness’. Job satisfaction affects customer orientation, whereas the servicescape’s ‘safety’ indirectly affects job satisfaction by the mediating effect of job stress. As a result, a structural relationship between servicescape, job satisfaction, and customer orientation in fastfood restaurant was confirmed. In addition, it complements previous research theories by verifying mediating effect of job stress. There are academic and practical implications for foodservice companies that expect to develop detailed servicescape strategies.