The purpose of this study is to understand the influence of servicescape, which is physical environment, among various elements of theme park. In other words, this study tried to grasp the relationship between servicescape and customer satisfaction, word-ofmouth and revisit. Factor analysis revealed seven factors. The effect of servicescape factors on customer satisfaction differed according to the main factor and the ancillary factors of theme park visitors. It has a high impact on direct elements such as space utilization and comfort, but convenience and accessibility partsare not considered. Customer satisfaction has a statistically significant effect on the word of mouth and revisit, which means that the high satisfaction level of the theme park visitors is that they share experience with others and consider revisit to confirm their experiences. Therefore, the results of this study will be useful in enhancing customer satisfaction and improving revisits through management of servicescape factors.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 서비스스케이프를 통한 서비스 경험 평가 2. 고객 만족 3. 구전의도 및 재방문 Ⅲ. 연구설계 Ⅳ. 분석결과 1. 표본의 일반적인 특성 2. 가설 검증을 위한 자료 3. 연구 가설에 대한 검증 Ⅴ. 결론 참고문헌
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