Effects of Servicescape on Perceived Service Quality, Satisfaction and Behavioral Outcomes in Public Service Facilities

초록

The identification of significant factors affecting the behaviors of customers and occupants of physical environments and assessing their importance are imperative for effective architectural planning and design. This study investigated the effects of servicescape on perceived service quality and behavioral intention. The four main factors of servicescape selected for this study were attractiveness, cleanliness, layout, and comfort; the two perception indicators were service quality and satisfaction; and the behavioral outcome measures were loyalty and public service facility revisit intentions. A total of 594 questionnaires were collected from the users of five public service facilities located in Seoul, Korea. SPSS 18 and Lisrel 8.54, confirmatory factor analysis, and structural equation modeling (SEM) were used to test hypotheses. The results revealed that cleanliness had a significantly direct impact on users' satisfaction and an indirect impact on loyalty and reuse in public service facilities. Easy layout (easy access) was also found to be an essential factor for service quality and satisfaction. The findings also support the positive effects of comfort on perceived service quality and satisfaction. Although attractiveness was expected to be an indicator, the results failed to support a relationship between attractiveness and service quality or satisfaction.

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