안경원 서비스스케이프에 대한 소비자의 만족도와 충성도 = A Study on the Influence of Consumer Perception of Optical Shop’s Servicescape on Satisfaction and Loyalty

다국어 초록 (Multilingual Abstract)

Purpose : Today, Korean optical shops are degenerating into a low-growth industry due to economic crisis resulting from profitability deterioration of large enterprises and development of medical industry. In order to find out the measures for the survival of the opticians, we want to identify the factors influencing the optician's management, which is one of the important factors in the consumer' s direct experience.
Methods : The structured research model and hypotheses were developed based on literature reviews, and the data collected from 208 effective questionnaire acquired by administering them to customers visiting optical shops located in Kwangju city were analyzed. The statistical methods were performed using frequency analysis and descriptive statistics analysis with SPSS 24.0 and AMOS 24.0 statistic packages. The internal consistency and validity tests were determined by Cronbach's αand confirmatory factor analysis (CFA), respectively. The relationship and the directionality among variables were determined using association analysis, and simple, multiple, and hierarchical moderating regression analyses were also performed.
Results : The results of analyses showed that the subfactors of servicescape are important factors contributing to the increase of g consumers' satisfaction as well as their loyalty.
Conclusion : The implications of this study are as follows: Firstly, this is the first study to apply servicescape to the optical shop, which has been considered in food service industry such as hotel and restaurant as well as various service industries. Secondly, each subfactor of servicescape was demonstrated to be the important factors in increasing satisfaction and loyalty, indicating that it is necessary to provide customers visiting optical shop with positive experience by creating aesthetics, convenience, clean environment, proper space arrangement , and suitable surrounding for them in order to increase their satisfaction and loyalty.

국문 초록 (Abstract)

목적 : 오늘날 우리나라 안경원은 대기업 및 중소기업의 수익성 악화로 인한 경제적 위기와 의료산업의 발달로 인해 저성장 사업으로 전락하고 있다. 안경원 생존을 위한 방안을 확인하기 위해 소비자들의 직접 경험의 중요한 요인 중 하나인 물리적 환경, 즉 안경원 서비스스케이프의 요인 중 안경원의 경영에 영향을 미치는 요인을 확인하고자 한다.
방법 : 이를 위해 선행연구들을 검토한 후 구조화된 연구모형과 가설들을 수립하고 광주지역의 안경원 방문고객들에게 설문조사를 실시하여 208부의 유효설문지를 획득하여 분석에 활용하였다. 분석은 SPSS 24.0과 AMOS 24.0 통계패키지를 활용하여 빈도분석, 기술통계분석을 실시하였으며, 내적 일관성을 확인하기 위해 Cronbach’s α와 타당성 검토를 위해 확인적 요인분석(CFA: Confirmatory Factor Analysis)을 실시하였다. 또한 상관관계분석를 통해 변수들의 관계와 방향성을 확인한 후 단순회귀분석, 다중회귀분석 및 위계적 조절회귀분석을 실시하였다.
결과 : 분석 결과 안경원 서비스스케이프의 하위요인들은 각각 소비자들의 만족도를 높이는 중요한 요인일 뿐 아니라 소비자들의 충성도를 높이는 중요한 요인임을 알 수 있었다.
결론 : 본 연구의 시사점은 첫째, 그동안 호텔, 레스토랑 등 외식분야와 다양한 서비스업종에서 검토되어오던 서비스스케이프에 대해 안경원 차원에서 분석을 실시한 것을 들 수 있다. 둘째, 서비스스케이프의 각 하위요인들이 만족도와 충성도를 높이는 중요한 요인임을 확인한 것은 결국 안경원을 방문하는 고객들이 심미성, 편리성, 청결성, 적절한 공간배치 및 적합한 주변환경의 제공을 통해 긍정적인 경험을 얻게 하여야 하며 이를 통해 만족도와 충성도를 높일 수 있음을 시사한다.

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