摘要
以北京星巴克咖啡厅为例,对服务场景与顾客满意的影响关系进行实证研究。在回顾文献的基础上,建立模型和假设,利用自行开发的问卷收集数据进行分析处理。研究结果表明,服务场景对顾客满意有显著影响,4个因子中座位与氛围因子、视觉与位置功能因子和清洁性因子的影响程度相似,听觉与嗅觉因子的影响程度排在第四位。研究结果对于企业营销实践有重要的指导和参考价值。
The purpose of the paper was to empirically explore the relationship between customer perceptions of service scape and customer satisfaction in coffee shop using Starbucks in Beijing. Based on literature review, a conceptual model and hypothesis were put forward. A questionnaire survey was conducted and data was analyzed by SPSS17. 0. Results of the study revealed that service scape had significant effects on customer satisfaction. Furthermore, three factors of service scape made similar contribution to customer satisfaction. These findings would be helpful to marketing practice in the serv- ice industry.
出处
《科技管理研究》
CSSCI
北大核心
2014年第6期197-200,共4页
Science and Technology Management Research
基金
国家社科基金项目"建设世界旅游强国的制度创新问题研究"(13BJY144)
北京石油化工学院URT项目"咖啡厅服务场景研究"(2012J00103)
关键词
服务场景
顾客满意
服务营销
体验经济
service scape
customer satisfaction
service marketing
experience economy
作者简介
李祗辉（1968一），女，河南兰考人，系主任，副教授，博士，主要研究方向为服务营销、旅游管理。
