크루즈 서비스스케이프가 고객 만족과 재구매의도 및 구전의도에 미치는 영향

The Effects of Cruise Servicescape on Customer Satisfaction, Repurchasing Intention and Word of Mouth Intention.

Cruise travel is characterized by the fact that all that time they moving is the process of travel. Environments of the cruise ship determine the travel experiences, as they enjoy traveling in a limited space. For this reason, the servicescape of cruise ships is worth studying. The results of this study on servicescape in cruise ships are as follows. First, physical servicescape did not significantly affect satisfaction. Non-visual conditions that attract attention only in unpleasant cases do not have a significant impact on customer satisfaction. Second, human servicescape had a significant impact on satisfaction. With this result, it was found that the efforts of cruise crews is important element for satisfaction. Third, program servicescape had a significant impact on satisfaction. It was found that the better program environments in cruse ship, the higher the satisfaction of cruise travelers. Fourth, satisfaction was found to have a significant effect on repurchase intention and word of mouth intention. This study has a limitation in that the memory of the respondents may not be accurate, This study has meaning in that it introduced the concept of program servicescape and found that the elements of servicescape have different effects depending on the duration of the cruise.