주제공원의 서비스스케이프와 관계의 질, 충성도간의 관계

The Effect of Theme Park-Servicescape on the Customers' Relationship Quality and Loyalty

This study explored the effect of theme park servicescape on the customers' relationship quality and loyalty in the context of a amusement park. Data were collected from 219 visitors at the Lotte World, the most popular amusement park in Seoul, on August 2008. Results showed that out of four service scape dimensions, aesthetics, layout accessibility and convenience of the amusement park positively influenced on the customers' trust to the company. Results also indicated that both aesthetics and layout accessibility of the amusement park impacted on the customers' commitment to the park while event-attractiveness and convenience of the park had no significant influence on the commitment. Finally, event-attractiveness, convenience of the park and customers' trust and commitment to the park directly influenced on the customers' loyalty. Based on these findings, the implications limitations of the study, and the future research directions were also discussed.