CAJ | 학술논문

服务场景是服务环境的重要组成部分，对顾客的服务体验有着重要的影响。服务场景中的社会性要素往往能够使置身其中的顾客产生正面的情绪或是较高的感知服务质量，本研究引入了场景印象和消费者的自我一致性以深入探讨服务场景中的社会要素对顾客行为意向的作用机理。在文献回顾的基础上，建立反映各概念关系的理论模型，采用调查法收集数据，应用结构方程模型进行数据分析。研究结果表明，服务场景中社会要素的嵌入有助于顾客形成良好的场景印象，场景印象显著影响消费者的真实／理想自我一致性判断。同时，刺激顾客产生正面情绪和较高的感知服务质量，最终提升顾客的行为意向。另外，消费类型在服务场景中的社会要素和场景印象的关系中起调节效应。在享乐型消费和功能型消费两种不同的消费类型下，服务人员要素对顾客的场景印象的影响不存在明显差异；但在功能型消费中，其他顾客要素对场景印象的影响高于享乐型消费中其他顾客要素对场景印象的影响。该结论为管理者提供了新的管理视角，强调将服务场景中的服务人员和其他顾客作为吸引和保持顾客的重要营销手段，更好地满足顾客的需求，提高顾客正面情绪和感知服务质量，加深对该服务场所的认同，进而促使其做出购买决定。
복무장경시복무배경적중요조성부분，대고객적복무체험유착중요적영향。복무장경중적사회성요소왕왕능구사치신기중적고객산생정면적정서혹시교고적감지복무질량，본연구인입료장경인상화소비자적자아일치성이심입탐토복무장경중적사회요소대고객행위의향적작용궤리。재문헌회고적기출상，건립반영각개념관계적이론모형，채용조사법수집수거，응용결구방정모형진행수거분석。연구결과표명，복무장경중사회요소적감입유조우고객형성량호적장경인상，장경인상현저영향소비자적진실／이상자아일치성판단。동시，자격고객산생정면정서화교고적감지복무질량，최종제승고객적행위의향。령외，소비류형재복무장경중적사회요소화장경인상적관계중기조절효응。재향악형소비화공능형소비량충불동적소비류형하，복무인원요소대고객적장경인상적영향불존재명현차이；단재공능형소비중，기타고객요소대장경인상적영향고우향악형소비중기타고객요소대장경인상적영향。해결론위관리자제공료신적관리시각，강조장복무장경중적복무인원화기타고객작위흡인화보지고객적중요영소수단，경호지만족고객적수구，제고고객정면정서화감지복무질량，가심대해복무장소적인동，진이촉사기주출구매결정。
With the rise of service economy around the world, people shift the centre of attention away from tangible products toward intangible products gradually, and the dominant logic of marketing is undergoing the change from the product centrality to customer centrality step by step. For services firms, physical environment and physical evidence are important parts of services offerings, and the primary form of competition as well. With the fast development of economy and continuous changes in people＇s life style, the consumption habit of China＇s resident, urban residents in particular, is in a constant state of change. Leisure industries have become much more diversified and colorful, which focus on tourism, entertainment and catering. People have combined shopping with relaxation little by little. Hedonic service consumptions （ like themed restaurants, hairdressing salons, high fidelity cinemas, etc. ） become the consumption hotspots. Customers stay longer in the service places and pay more attention to the facilities and en- vironment of the service firms during hedonic shopping. Service environment has become an important marketing tool to enhance customers＇ experiences. Some well-known service enterprises, like Starbucks, McDonald＇s, and so on, even put forward that the service environment is one of the most significant strategic tools in the Service-Dominant Logic. These service firms try implanting social and cultural elements into the environment, products and management to meet the needs of customers＇ experience. Retailers facing an increasingly competitive market-place are finding it more difficult to differentiate their stores solely on the basis of merchandise,promotion, or location. The store itself, however, can offer a unique atmosphere, or environment,that may influence the consumer＇s patronage decision. Bitner （1992） defined the servicescape as various kinds of tangible and intangible environmental elements, and then servicescape had gradually become a ge- netic term in the research of service environment. As an important component of service environment, servicescape has a significant influence in customer＇s service experience. Previous researches on servicescape always focus on the influence of physical cues. As the rational consumption demand transfers to emotional, the impact of social cues is more and more important. In recent years, both researchers and service enterprises payed much attention to the rela- tionship between the social cues and customer behaviors. Customers in the servicescape always have positive emotions and high perceived service quality because of the social cues. For further exploration, this study added scene impression and self-congruence to the action mechanism of social cues in the servicescape and customer behavioral intention. Based on literature review, a conceptual model was put forward. A questionnaire survey was conducted and the data was analyzed by structural equation mode. The results reveal that the social cues embedded in the servicescape play a positive effect on the scene impression. This scene impression will significantly affect the customer＇s actual serf-congruence and ideal self-congruence, improve the customer＇s positive emotions, enhance the customer＇s perceived service quality, and thus will strengthen the customer＇s purchase intention and repatronage intention. Moreover, consumption types （hedonic shopping and utili- tarian shopping） play a significant moderating effect on the relationship between social cues in the servicescape and customer＇s scene impression. There exist no obvious differences between the effects of service personal factors pla- ying on customer＇s scene impression in the hedonic shopping and that in the utilitarian shopping. While in the utili- tarian shopping, other customer factors play a greater role on customer＇s scene impression. The conclusion provides a new perspective for the managers, emphasizes that the service staff and other customers in the servicescap are important marketing methods to attract and keep customers, to meet the demand of customers well, to improve customer＇s positive emotions and perceived service quality, and then to deepen the service place＇s identity, finally to spur the purchase decision.