Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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A Study on the Effect Analysis of Servicescape on the Post Evaluation: Centered Plan to Improve Business of Hospitality Industry in Gyeongnam

서비스스케이프가 사후평가에 미치는 영향분석에 관한 연구 - 경남지역 숙박산업의 영업활성화 방안을 중심으로 -

  • 구정대 (경남대학교 관광학부) ;
  • 전용수 (청주대학교 경상대학 호텔경영학과)
  • Received : 2011.08.05
  • Accepted : 2011.09.24
  • Published : 2011.09.30
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Abstract

The main purpose of this study was to examine the effects of servicescape on post evaluation of hospitality industry in Gyeongnam. Customers of deluxe hotels in Gyeongnam were selected for a questionnaire survey. To achieve the study objective, 253 valid questionnaires were statistically analyzed, using frequency analysis, factor, reliability analysis and regression analysis. The results of the multiple regression analysis indicated that five of servicescape factors had significant impact on customer satisfaction and customer retention. The servicescape factors partially exerted a positive influence on word-of-mouth intention. The result of the simple regression analysis also indicated that the customer satisfaction had very significant impact on customer retention and word-of-mouth intention.

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References

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