Servicescape Research Articles

Assessing the Millennials’ Intention Toward Green Fast Food Retail: The Use of the Theory of Planned Behavior

The existence of this interest can indirectly affect the existence of fast-food retail because of negative consumer perceptions related to fast-food retail. Therefore, several fast-food retailers have offered eco-friendly products, in great demand by Millennials. However, it is still rare for fast-food retailers to launch new outlets with green themes due to the adverse insight of fast food itself. It is also caused by data deficiency on consumer behavior intention towards green fast-food retail, even though the existence of this restaurant itself continues to increase, especially in West Java. Therefore, this study aims to examine the intention of millennial consumers in West Java’s green fast-food retail by applying the Theory-of-Planned-Behavior approach with the role of green knowledge, perceived green practices, perceived physical servicescape, and perceived price fairness. 402 respondents were gathered in this study by implementing TPB theory as the variable under study, supported by Green Knowledge, Perceived Green Practices, Perceived Physical Servicescape, and Perceived Price Fairness. A quantitative approach is employed and processed using SPSS and Smart-PLS. Based on the results, the company's green practices, physical service scape, and price fairness affect consumer behavior control which leads to a positive influence on consumer behavior intention in green fast-food retail. Another result proved that green knowledge has a positive and significant impact on consumer attitude

The Influence of Service Scape on Word of Mouth And Revisiting Intention at Solaria Roxy Square Mall Jember

This research is an explanatory research study that aims to discuss the influence of service scape on word of mouth and revisit intention at Solaria Roxy Square Mall Jember. This research uses a non-probability sampling technique with a purposive sampling method. The number of samples used in the study was 140 respondents. The primary data source used in this research was obtained by filling out offline questionnaires for respondents who bought and consumed at Solaria Roxy Square Mall in Jember. The data analysis method uses multivariate statistical analysis (Structural Equation Modeling - SEM) with the Smart PLS program. The research results show that ambient conditions have a significant effect on word of mouth. Space, Layout, and function have a significant effect on word of mouth. Symbols, signs, and artifacts have a significant effect on word of mouth. Ambient conditions have a significant effect on revisiting intention. Space, Layout, and function have a significant effect on revisiting intention. Symbols, signs, and artifacts have a significant effect on revisiting intention. Word of Mouth has a significant effect on revisiting intention.

공공 서비스 스케이프로서의 환경조형물 가치가 이용자만족 및 구전의도에 미치는 영향

Environmental structures as public service scapes have a direct impact on the urban environment and people's lives, enhancing efficiency and quality. Therefore, research for the dissemination and diffusion of such environmental sculpture is meaningful. This study aimed to analyze the influence of the value of environmental sculpture perceived by users on their word-of-mouth intention, and to examine the mediating effect of user satisfaction in these relationships. For this purpose, a survey was conducted among visitors to environmental sculptures facilities in the metropolitan area, and statistical analysis was conducted on a total of 270 valid questionnaires. The analysis results are as follows. First, all of the sub-factors of the value of environmental sculpture, including social value, environmental value, socio-economic value, aesthetic value, and functional value, showed a significant positive impact on user satisfaction. Second, user satisfaction with the sculptures had a significant positive effect on word-of-mouth intention. Third, all sub-factors of the value of environmental sculptures, excluding environmental factors, such as social value, socio-economic value, aesthetic value, and functional value, had a significant positive impact on users' word-of-mouth intention. Fourth, the mediating effect of user satisfaction was confirmed in the relationship between the value of environmental sculptures and users' word-of-mouth intention. This study has academic significance in that it has revealed, through empirical analysis, which values among the values of environmental sculptures as a public service scape can increase the satisfaction of visitors and further lead to positive word-of-mouth effects. However, this study may have limitations in generalizing the results, as they are based on a survey of only 270 visitors to environmental sculptures facilities in the metropolitan area.

골프연습장 이용객의 서비스스케이프, 지각된 가치 및 애호도의 관계

The purpose of this study is to understand the perceived value of users according to the service scape of the golf driving range, and furthermore, to find out what effect it has on the loyalty of the business when the customer has such an experience. This study were 250 users of golf driving range located in Gyeonggi-do. Of the collected data, 230 copies were used for the final sample of this study, excluding 20 copies that responded insincerely or inappropriately. First, it was found that the service scape of the golf driving range had a positive effect on the customer

Exploiting Service Design in Service Quality: Escorting the Customer’s Experiential Value in the Journey of a Star-Rated Hotel

The present research presented a novel model for incorporating service design to create guest experiential value. Taking a star hotel in Taiwan as an example, this study used the KJ method to classify online reviews about hotel services and then created a customer journey map (CJM) through participant observation of the entire service process. By deconstructing the service process and identifying key service touchpoints, service design ideas were incorporated into the CJM. A Kano questionnaire was then adopted to accommodate 38 service scape attributes in 4 segments: 1 attribute in the maintenance area, 10 of the high-priority area, 11 of the low-priority area, and 16 of differentiation. The overall research results propose experience design strategies for the hotel industry in terms of the service content and operation processes of star-rated hotels, which can then be adjusted according to their operating conditions to construct their unique service experience content. This is expected to be the basis for subsequent research and serve as a basis and reference for improving hotel service design strategies and competitiveness in the future.

무인커피전문점의 서비스스케이프가 장소애착과 고객만족 및 고객충성도에 미치는 영향

This study aimed to find out the effect of servicescape of unmanned coffee shops on place attachment, customer satisfaction, and customer satisfaction. To achieve the above purpose, it was conducted from November 1, 2022 to November 25, 2022 as a convenience extraction method, and it was conducted online for customers who used unmanned coffee shops within one month. A total of 344 copies were used in the final analysis. Frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation analysis were conducted. Through the results of this study, it was verified that among the physical environmental factors of unmanned coffee shops, comfort affects place attachment, and place attachment affects customer satisfaction and customer loyalty. Through this, it was verified that small business owners and food service marketers who are experiencing difficulties in terms of cost should consider comfort as the most important factor among service scape factors when starting a business or supporting consulting.

Indonesian Logistics Preferences during COVID-19 Pandemic

This study aims to identify the critical factors of shipping success and courier services in Indonesia. The study uses a survey questionnaire in Indonesia on the consumer preferences of logistics service consumers, using the location of Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) as the locational preferences. The critical factors consist of ease of use of delivery services; estimated shipments; package delivery location; delivery operational time; availability of packaging services; pricing methods; package guarantee; payment method for shipping costs; ease of use serving tracking; tracking maps; delivery location; delivery operational time; availability of delivery information packages; delivery failed compensation; service scape, corporate image, user image, product image, and price. A total of 150 respondents participated in this study. In conclusion, most consumers use the logistics service for small package delivery. The consumer also did not believe the service provider needed to be available 24 hours per day, 7 days per week. Nevertheless, they prefer it if the provider provides the shipping day estimation. The results of the rate preference survey, the consumer study reveals that for the safety of the shipping process, providers must charge an additional fee for standard packaging. Also, the consumers are willing to pay more for the warranty of the package protection during the shipping process. Thus, the providers service includes extra packaging based on the package type. Moreover, they need access to track the package in real-time using the provider's application or website. Hence, the courier and all the staff must update the package position during the shipping process.

STUDY OF SERVICE SPEED AND SERVICE SCAPE AS A BASIC STRATEGY TO INCREASE LOYALTY BY EVALUATING CUSTOMER SATISFACTION AT PT. BANK MANDIRI PERSERO (SOLO BRANCH)

This study aims to determine and analyze empirically the effect of service speed and service scape on customer satisfaction and loyalty at PT. Bank Mandiri Persero (Solo Branch). The analysis techniques used are validity and reliability, linearity, regression, path analysis, t-test, F, coefficient of determination, and correlation analysis. Hypothesis Test Results: service speed has a positive and significant effect on customer satisfaction. Service scape has a positive and significant effect on customer satisfaction. The speed of service has a positive and significant effect on customer loyalty. Service scape has a positive and significant effect on Customer Loyalty. Customer satisfaction has a positive and significant effect on Customer Loyalty. The result of F in the second equation is known to be the magnitude of the value of F = 288.445 significance of 0.000<0.05, so it can be concluded that together the free variables have a significant effect on customer loyalty in PT. Bank Mandiri Persero (Solo Branch). The result of the value of R2 can be explained by the variables of service speed, service scape, and customer satisfaction as an intervening variable of 92.6%, and the remaining 7.4% is explained by other variables outside the research model in the form of interest rates, service quality, and so on. The results of the path analysis show that: The indirect effect of service speed on loyalty is an effective path. The service scape's indirect influence on loyalty is an effective pathway.

The Blister Club: The Extraordinary Story of the Downed American Airmen Who Escaped to Safety in World War II

The Blister Club: The Extraordinary Story of the Downed American Airmen Who Escaped to Safety in World War II

항공사의 서비스 스케이프가 경험가치와 태도, 구전의도에 미치는 영향: VAB 모델을 중심으로

Nowadays, people change travel patterns and destinations based on value rather than price. And recently, airlines are trying to maximize their customers" experience by providing them with a visible physical environment. This study focused on the relationship between airline service scapes, experiential values, attitude, and word of mouth. This study applied VAB model to explain the change in value-attitude-behavior intention. An online survey was conducted for analysis and the final results were used for analysis of 394 people. In order to conduct PLS-based structural equation modeling analysis, research was conducted using Smart PLS (3.0). As a result of the study, airline service scapes had a significant positive (+) effect on aesthetics, enjoyment, and service excellence, and enjoyment and service excellence had a significant positive (+) effect on attitude. Attitude had a significant positive (+) effect on word of mouth. These research results provide academic and practical implications for aviation service companies and workers.

Moderating Effect of Switching Costs between Hair Salon Service Scape and Revisit Intention

This study was conducted to verify the moderating effect of switching costs on the effect on hair salon service scape on revisit intention. The subjects of this study were 1,380 beauty salon customers, and data were collected through self-response questionnaires on service scape, switching costs and revisit intention. The research methods are as follows. First, frequency analysis was performed to examine the general characteristics of the study subjects. Second, reliability was verified by calculating reliability coefficients of service scape, revisit intention and conversion cost. Third, correlation analysis was conducted to examine the relationship between service scape, revisit intention and conversion cost. Fourth, multiple regression analysis was conducted to examine the effect of service scape and conversion costs on revisit intention. Finally, hierarchical regression analysis was conducted to verify the moderating effect of conversion costs in the effect of service scape on revisit intention. The results of this study were as follows. First, a significant positive correlation was found between service scape, switching costs, and revisit intention. Second, service scape and switching costs had a significant positive effect on revisit intention. Third, in the effect of service scape on revisit intention, switching costs showed a moderating effect. Based on the results of this study, ways to increase the revisit intention of hair salon customers were discussed.

Defining the Sense of Place Components in the Food and Craft Market at the World Heritage Site

The research aimed to strengthen the future sense of place by focusing on the sense of place components, namely, physical, social, personal, and shared meaning aspects, as input to local stakeholders. The sense of place of Borobudur Temple stimulated visitors to attend the tourism area at the heritage site, whose potential could be strengthened by promoting the local creative economy and its identity. The research provided theoretical benefits as a basis for further research and practical benefits as input for stakeholders to strengthen the identity of heritage areas. The research was a solution to preserving the historical value of this region in both physical and social aspects in order to strengthen the place’s character as the stalwart of the Borobudur area as a world heritage artifact. The discoveries would clear up the area’s function as Borobudur’s shopping excursion area in a local identity context. Data were collected through structured observation, in-depth online interviews, photos, videos, literature studies, and a manual data analysis procedure. The results show that physical attributes, such as site, build form, and landmark, need improvements. Moreover, social interaction, pedestrian flows, product, personal and shared meanings, comprising history, narration, and event and promotion, should be improved. Further studies should focus on how to improve architecture, modern product variations, and local music. Furthermore, the sense of place will be increased by understanding the services cape of Borobudur Food and Craft Market.

Distant Gastronomic Experiences through Online Cooking Classes in the Covid-19 Era

ABSTRACT The current paper explores the distant gastronomic experience of online cooking class participants. Accordingly, reviews from various online cooking class providers posted by participants worldwide during the Covid-19 era were included in this research to be examined through content analysis. Adopting the grounded theory approach, this study also aims to propose a model explaining the inter-relationships of the extracted dimensions. As a result, nine dimensions of distant gastronomic experience were revealed: characteristics and skills of service providers, distance learning, entertaining, distance celebration, escape and relaxation, socializing and togetherness, memorable, value, and recommendation and repurchase intention. Besides, a model that explains the inter-relationships of these variables was provided. Hence, the study contributes to the literature regarding gastronomic experience in general and distant gastronomic experience through online cooking classes by providing the components of distant gastronomic experience and their inter-relationships.

레스토랑 고객의 관계혜택이 고객만족도, 구전의도, 점포충성도에 미치는 영향: 뉴 실버세대 고객들을 대상으로

This study aims to analyze and verify the effect and impact of " restaurant customer relationship benefits" on " customer satisfaction," "old intentions" and " store loyalty" of new silver customers based on an empirical survey.<BR> The research confirmed empirically that the customer relationship benefits of restaurants directly and substantially affect customer satisfaction, oral intentions, and store loyalty of New Silver generation customers. The proper provision and utilization of customer relationships will enable restaurants to increase service satisfaction, old intentions, store loyalty, and customer loyalty for more New Silver generation customers, thereby creating positive effects such as the active influx of new customers, the continued maintenance of existing customers, and the expansion of loyal customers.<BR> It is also necessary to pay special attention to the construction of service scapes, menus, tableware, and music that can provide psychological stability and emotional pleasure through the harmonious arrangement of store interiors in their preferred bright colors.

A Study of the relationship between Restorativeness Servicescapes, Overall Satisfaction, and Value Co-creation: Focused on the mediation effect of overall satisfaction and the quality of interaction

A Study of the relationship between Restorativeness Servicescapes, Overall Satisfaction, and Value Co-creation: Focused on the mediation effect of overall satisfaction and the quality of interaction

중국 노인활동센터의 서비스 스케이프 융합 분석지표 관련 연구

본 연구는 노인들을 위해 오락과 학습 그리고 건강 관련 활동을 제공하는 중국 노인활동센터를 연구 대상으로 선정하였다. 하지만, 중국은 아직 노인활동센터에 대한 명확한 가이드라인을 갖추고 있지 않다. 그리하여 본 연구는 한국을 비롯한 다른 나라들의 서비스 스케이프 관련 문헌을 정리 및 분석하여 중국 노인활동센터에 도움이 되는 서비스 스케이프 관련 이론을 도출하고자 한다. 국내외 서비스 스케이프 분야의 관련 논문에 대한 선행연구를 통해 환경 요소, 심미 요소, 사회 요소, 기능 요소와 안전 요소 등 노인활동센터 서비스 스케이프 관련 구성요소를 도출하였으며, 이 다섯 가지 요소가 포함하는 23개의 세부 분석지표를 도출하였다. 그 후 전문가 검증을 통해 도출한 분석지표의 적합성과 실행 가능성을 검증하였다. 본 연구는 중국 노인활동센터 서비스 스케이프에 적용할 수 있는 분석지표를 도출하였다는 점에서 본 연구의 의의가 있다.

The Effect of Retro Restaurant Servicescape on Customer Satisfaction - Focused on Moderating Role of the SNS Trust-

The Effect of Retro Restaurant Servicescape on Customer Satisfaction - Focused on Moderating Role of the SNS Trust-

Effect of hospital mobile website quality and service scape perceived by medical tourists on hospital image and revisit intention - focusing on Chinese medical tourists

This study intends to analyze the effect of hospital mobile website quality, service scape on hospital image and revisit intention using Chinese medical tourists. This research conducted a survey to Chinese medical tourists from January 17 to 22, 2019. By distributing 150 copies of the questionnaire to them in cosmetic surgery and dermatology clinics in Seoul, and collected 147 of them. Excluding 20 copies that had missing values, this research used 127 copies for final analysis. Collected data were analyzed using statistical programs like SPSS 21.0, and AMOS 22.0. The conclusion about the findings and suggestions are as follows. First, among the kinds of hospital website quality, information quality (H1-1) and system design quality (H1-3) have significant positive effects on hospital image. That is, the more tourists positively perceive information on the hospital, on the medical team of the hospital, on surgery process, and on the effects of surgery, the higher their image of the hospital gets. And the more they perceive the type style, colors, layout, and buttons of the website as convenient and useful, the higher their image of the hospital gets. Meanwhile, among the kinds of mobile website quality, reservation and tourism service were found not to affect hospital image. Second, H2 was partially adopted. Among ambient factor, design factor, and social factor of hospital service scape, design factor and social factor were found to significantly affect hospital image. Third, it was found that hospital image has positive effect on revisit intention, and willingness to encourage the hospital to others among medical tourists.

Factors Affecting Quality of Working Life: A Study On Front-line Employees In Vietnamese Aviation Sector

Quality of working life has been recently observed as a degree of employee satisfaction and job satisfaction. Hence, many organizational policies have been formulated to effortfully upgrade job performance which leads to not only job satisfaction but also employee satisfaction. However, the question is that whether there is other factors impact on quality of working life that the organizations have neglected. The study was conducted to identify the factors of quality of working life in the case of front-line staff in the Vietnamese aviation sector. The study focused on 212 aviation employees who came from many various airports in Vietnam. The Cronbach’s alpha of each construct was found to be greater than 0.81. Confirmatory factor analysis (CFA) was applied to examine the internal reliability of measurements and structural equation modeling (SEM) was used to test the goodness of the proposed model. The findings of the study supported eight hypotheses which indicated that perceived organization supports (POS), emotion exhaustion (EE), extra-role services (ES), and servicescape (SE) affected on quality of working life (QWL) of aviation employees. Moreover, this research discovered that intrinsic motivation (IM) played as a mediating factor that affected negatively on EE and positively on ES. The implication of the study suggested that the more POS employees recognized with the caring, approvals policies, the closer level the employees and managers incorporated, and POS was a key factor to enhance the employee performances which was referred by extra-role services, emotional exhaustion, and quality of working life. As a fast-growing industry in our contemporary society, the Vietnamese aviation sector priorly needed to tackle the issue of aviation working service environment which implied as servicescape in this study to upgrade the quality of employee working life and toward the quality of Vietnamese aviation service.

The Study on the Effects of Restorative Servicescape on Perceived Value in Hotel and Resort Guests: Focusing on the Mediation Role of Recovery Experience

본 연구는 호텔과 리조트 이용고객이 느끼는 회복적 서비스스케이프(Restorative Servicescape)의 현황을 파악하여, 회복경험(Recovery Experience)과 고객의 지각된 가치(Perceived Value)와의 영향 관계를 분석하고, 호텔과 리조트 이용고객의 회복적 서비스스케이프(RS)와 고객의 지각된 가치(PV) 사이에서 회복경험(RE)의 매개효과를 분석하고자 한다. 본 연구의 목적 달성을 위해 국내/외에 소재한 호텔 또는 리조트 이용고객을 대상으로 총400부의 설문지를 배포하였고, 이 중 318부가 실증분석에 사용되었다. 분석결과 다음과 같은 결과가 도출되었다. 첫째, 회복적 서비스스케이프는 지각된 가치에 정(+)의 유의한 영향을 미치는 것으로 나타났고, 둘째, 회복적 서비스스케이프는 회복경험에 정(+)의 유의한 영향을 미치는 것으로 나타났고, 셋째, 회복경험은 지각된 가치에 정(+)의 유의한 영향을 미치고 있음을 확인하였다. 넷째, 회복적 서비스스케이프와 지각된 가치의 영향 관계에서 회복경험이 완전매개역할을 하는 것으로 나타났다. 이러한 결과는 호텔과 리조트를 이용하는 고객의 서비스스케이프가 회복경험과 지각된 가치에 영향을 주는 요인이며, 회복적 서비스스케이프는 또한 회복경험을 매개하여 고객의 지각된 가치에 영향을 미치는 중요한 요인임을 밝혔다는데 의미가 있다.