CAJ | 학술논문

服务场景是服务营销中的重要概念,是无形服务有形化的重要载体。本文通过对国外相关文献的探索性研究,旨在明确服务场景概念及构成要素,以酒店、主题公园、酒吧等服务业为例,分析服务场景顾客感知与顾客满意的密切关系,为今后国内服务场景研究提供理论支持。文章最后指出了未来研究方向。
복무장경시복무영소중적중요개념,시무형복무유형화적중요재체。본문통과대국외상관문헌적탐색성연구,지재명학복무장경개념급구성요소,이주점、주제공완、주파등복무업위례,분석복무장경고객감지여고객만의적밀절관계,위금후국내복무장경연구제공이론지지。문장최후지출료미래연구방향。
Servicescape is viewed as a very important concept of service marketing and it can also make intangible services tangible.However,there is still little research on this area in China.The purpose of this paper was to identify the concept and elements of servicescape through an exploratory study focused on hotels,theme parks and bars.Furthermore,the relationship between customer perceptions of servicescape and customer satisfaction was discussed.Finally,some suggestions were proposed.