백화점 의류매장의 지각된 서비스 환경이 고객의 내적반응과 외적행동에 미치는 영향 = (The) Influence of perceived service environments on customers' internal responses and behaviors at apparel shops in department stores

다국어 초록 (Multilingual Abstract)

Service environments have an important influence on the purchase behavior of customers. A major role of service environments is to provide informational cues for customers about the quality perception and assortment of products. Occasionally, in purchasing situations, the service atmosphere has greater effect on the purchase than the product itself. Customers in service environments are exposed to a number of stimuli which govern their behavior. Therefore, customer interests and the significance of servic environments have been gradually gaining emphasis from marketers.
According to the increasing influence of customer interests, study on the effective management of store environments is important. Hence, the influence of service environments on consumer behavior were suggested in this study and the causal relationships between the factors were investigated. Through the theoretical literature, a research model was established for this purpose. and eight given hypothesis from the model were formulated. An intercept survey was carried out at department stores by trained college students. SPSS 10.0 and LISREL 8.0 programs were used for the data analysis.
The results of the empirical study on the research model and the established hypotheses were obtained as follows:
1) In hypothesis 1, the perceived ambient condition had a positive and significant influence on the perceived service quality.
2) In hypothesis 2, perceived facilities/layout of the store had no significant influence on the perceived service quality.
3) In hypothesis 3, perceived artifacts, such as symbols, had no significant influence on the perceived service quality.
According to the above results, only hypothesis 1 was accepted and the rest of hypotheses were rejected. The results can be taken into consideration by looking at the following aspects. The layout, display, symbols/signs, and artifacts of these stores did not differ greatly from those in other department stores. As a result, it can be concluded that the facilities/arrangement and, artifacts had no influence on the perceived service quality. This study measured perceived facilities and layout conditions and perceived artifacts. 4) In hypothesis 4, the service quality of store employees was proven to be a significant factor with a positive effect on the perceived service quality. It was found that personal intimacy between customers and sales personnel, and the assistance given in the customers' apparel selection were particularly important.
5) In hypothesis 5, crowding of a store showed insignificant effects on the perceived service quality. This result depicted a big difference between apparel stores and other service stores. On the contrary, since the existence of other customers in apparel stores lightened the burden of customers, crowding is likely to be associated with customer satisfaction. Accordingly, crowding was not associated with the perceived service quality.
6) In hypothesis 6, the perceived service quality of service environments had a significant influence on the internal responses of customers. Thus, the physical and social environments of apparel stores in department stores were factors significantly affecting the internal responses of customers.
7) In hypothesis 7, the internal responses had a significant positive effect on the customers' intention to revisit the store.
8) In hypothesis 8, the internal response had a significant positive effect on the customers' stay in the store. Hence, it can be verified that the internal responses, such as customer satisfaction and positive attitude towards the store, have a strong influence on the customers' intention to revisit the store and stay longer in a particular service environment.
From the overall results of this study, the necessities and importance of an extended service scape model which includes the physical and social environment simultaneously were highlighted. By using this model, it is verified that overall perceived service quality of service environments promotes customers' internal responses and thus, affects the external behaviors of customers. Intrinsically, the results of this study imply that the influence of service environments of apparel shops in department stores and giving deep concern to the software of the shop would lead to greater competitiveness for retailing institutions. Therefore, the strategy of apparel stores should be focused on providing high quality service environments as well as product quality and promoting a positive experience with hospitality supplied by service environments. Another critical significance of this study is to provoke department stores to establish the service environments based on friendly relationships between the market and the consumer.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 연구의 필요성 및 목적 = 1
• 제2절 연구의 방법 및 구성 = 4
• 제2장 이론적 고찰 = 6
• 제1절 서비스 접점 = 6
• 1. 서비스 접점의 개념 = 6
• 2. 서비스 접점의 유형 = 7
• 제2절 서비스 환경 = 8
• 1. 물리적 환경 = 8
• 1) 물리적 환경의 의의 및 역할 = 8
• 2) Bitner의 서비스케이프 모형 = 11
• 2. 사회적 환경 = 19
• 1) 사회적 환경의 의의 = 19
• 2) 인간적 밀착도 = 20
• 3) 종업원 및 점포 내 다른 고객 = 22
• 3. 서비스 환경에 대한 선행 연구 = 26
• 제3절 서비스 환경에 대한 품질 지각 = 30
• 1. 서비스 품질의 개념 = 30
• 2. 서비스 품질의 측정 = 32
• 3. 서비스 품질 지각과 만족 = 36
• 4. 의류매장의 서비스 품질에 대한 선행연구 = 38
• 제4절 내적반응 = 41
• 1. 내적반응의 의의 = 41
• 2. 내적반응에 대한 선행 연구 = 43
• 제5절 외적행동 = 47
• 1. 외적행동의 의의 = 47
• 2. 서비스 환경에 대한 접근/회피 행동 = 49
• 3. 외적행동의 차원 = 51
• 1) 재방문 의도 = 51
• 2) 구전 = 53
• 3) 점포 내 체류시간 = 54
• 제3장 연구 모형 및 가설 설정 = 56
• 제1절 연구 모형 = 56
• 제2절 가설의 설정 = 58
• 1. 물리적 환경과 전반적 품질 지각 = 58
• 2. 사회적 환경과 전반적 품질 지각 = 60
• 3. 서비스 환경에 대한 전반적 품질 지각과 고객의 내적반응 = 61
• 4. 고객의 내적반응과 외적행동 = 63
• 제4장 연구 방법 = 65
• 제1절 변수의 조작적 정의 및 측정도구의 구성 = 65
• 1. 변수의 조작적 정의 = 65
• 2. 측정도구의 구성 = 66
• 제2절 자료의 수집 및 분석 방법 = 71
• 1. 자료의 수집 = 71
• 1) 예비조사 = 71
• 2) 본조사 = 72
• 2. 분석 방법 = 73
• 제5장 연구결과의 분석 및 해석 = 74
• 제1절 표본의 구성과 기초 통계 분석 = 74
• 1. 표본의 구성 = 74
• 2. 기초 통계 분석 = 76
• 제2절 연구 모형의 적합성 검토 = 77
• 제3절 측정모델의 신뢰성과 타당성 = 81
• 1. 신뢰성 분석 = 81
• 2. 타당성 분석 = 83
• 제4절 연구 모형의 분석 및 가설 검증 = 86
• 1. 측정모델의 분석 = 86
• 2. 이론 모델의 분석 및 가설 검증 = 88
• 제6장 요약 및 결론 = 95
• 제1절 요약 및 결론 = 95
• 제2절 연구의 시사점 = 97
• 제3절 연구의 한계 및 제안점 = 99
• 참고문헌 = 101
• 부록 = 112
• <부록 1>설문지 = 113
• ABSTRACT = 119