Influence of Service Environments on Service Quality, Social Interaction, and Emotional Commitment -Moderating Effects of OSL and Social Appropriateness-

Abstract

The satisfaction of customers, who are in a servicescape, will be subject to many environmental stimulations. In particularly, the servicescapes of the store and the customer characteristics are important factors that affecting the emotional commitment of consumers. In this study, the servicescape that consumers evaluated can be divided into physical and social factors. Furthermore, how these factors can affect the emotional commitment through perceived service quality and social interaction will be studied as well. In addition, the moderating effects of the individual characteristics at the perception of servicescape, such as optimum stimulation level and social appropriateness will be studied together.The results show that the physical factor of servicescape is one of the most important elements that affect "emotional commitment" and under this process; the perceived service quality is performed as a parameter. Besides, the social factor of servicescape, such as the other customer and companion affect can also affect emotional commitment through social interaction. On the other hand, through the analysis of optimum stimulation level and social appropriateness, we found that the higher the social appropriateness, the greater the effect of servicescape.Overall, in order to enhance the customer's emotional commitment, we must build high quality servicescape, meanwhile; the management of other customers and the companion are needed at the same time.■ keyword :|Servicescape|Perceived Service Quality|Social Interaction|Optimum Stimulation|Social appropriateness| Emotional Commitment|

A Study on Department Store Environmental Factors to Improve Consumer Commitment -Focusing on a Comparison of Department Stores-

“…한편 규범적 몰입은 조직에 대한 조직원의 의무에 대 한 신념으로 (Allen & Meyer, 1990) 마케팅 분야에서는 규범적 몰입을 포함시키지 않은 계산적 몰입과 정서적 몰입 두 가지가 고객관계와 관련되어 연구되어졌다 (Fullerton, 2005;Garbarino & Johnson, 1999;Han et al, 2009;Hong et al, 2008;Morgan & Hunt, 1994;Peng & Jeong, 2012) (Jang & Jung, 2004;Park, 2003) 패션쇼핑몰과 관련하여 인터넷 쇼핑 몰의 구매후기가 감정적 몰입과 이성적 몰입에 유의한 영향을 미치는 것으로 나타났다 (Hong et al, 2009). 또 한 소비자가 지각하는 상호작용성과 쇼핑가치가 몰입 에 정적인 영향을 미치며 (Lee, 2008), 인터넷 쇼핑몰의 매력성과 플로우가 정서적 몰입에 유의한 영향을 미치 는 것으로 나타났다 (Choi et al, 2006) (Baek, 2009;Hansen & Deutscher, 1977-1978Kunkel & Berry, 1968 .88…”