서비스케이프(servicescape)의 구성차원으로서의 다른 고객에 대한 연구 = (The)effects of other customers as a dimension of servicescape

국문 초록 (Abstract)

서비스케이프에 관한 기존의 연구들은 정의와 구성 차원에 대해 혼재된 결과를 보여준다. 일련의 연구들에서 서비스케이프는 서비스 공간의 물리적 차원에 국한되어 정의되며 다른 연구들에서는 종업원, 다른 고객 등 사회적 차원도 함께 고려된다. 따라서, 본 연구에서는 실제로 소비자들이 사회적 차원, 특히 다른 고객을 서비스케이프의 구성 요소로 인식하고 있는지를 살펴보아 서비스케이프의 정의와 구성 차원에 대한 명확한 정리를 하고자 한다. 연구 결과 소비자들은 다른 고객을 서비스케이프의 한 구성 요소로 인식하고 있었으며, 다른 고객은 가시적인 모습, 행동, 수의 3가지 차원으로 구성되어 있음을 발견할 수 있었다. 아울러, 소비자가 서비스케이프를 평가할 때 다른 고객의 중요도가 고객의 개인적 특성, 산업적 특성, 상황적 특성에 따라 어떻게 달라지는지를 연구하여 서비스케이프를 구성하고자 하는 실무자와 다른 고객에 대해 연구하고자 하는 연구자들에게 시사점을 제공하고자 하였다.

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