서비스의 고객 참여와 고객 경험을 반영한 서비스스케이프의 역할

The Role of Servicescape Considering the Customer’s Participation and Customer Experience : Focusing on Theme Park Service

In this study, the structure model including the role of servicescape focusing on service participation and customer experience in theme park service is demonstrated empirically. The servicescape construct of theme park service includes three factors such as ambient atmosphere, functionality and layout, and sign, symbols etc. Customer service participation includes suggestion, passion and citizenship. And the emotional and convenience factors are included to customer experience. As an analysis result of examining the 241 respondents of university students, some implications were described. Customer satisfaction is greatly influenced by customer s participation in theme park service, and customer s participation has a significant effect on improving customer satisfaction by inducing customer experiences. It is desirable to consider servicescape priority in order of signs and symbols, ambient atmosphere, functionality and layout factor. The customer s participation in service is a passion for participation, citizenship, and suggesting for problems or improvements. Therefore, participants in planning and designing servicescape in the future, including IT services, should be creative in the direction of inducing various participations of customers and creating positive experiences for customers. In order to apply these findings to the composition of servicescape, the participation of various experts is required. Also, the expertise and competences of various fields must be gathered for each issues, and a more creative and scientific approach is required.