서비스스케이프가 공유숙박 소비자의 만족도 및 충성도에 미치는 영향 연구

Abstract

This study aims to comprehensively examine the influence and efficacy of the servicescape, encompassing the physical and social elements of shared accommodations, on customer satisfaction and loyalty. Additionally, it seeks to investigate the moderating effect of consumers' country/region in this dynamic. Specifically, this research aims to discern potential disparities in the perceptions of shared accommodations among Chinese and American consumers. Through a meticulous analysis of data, the study unequivocally establishes that the servicescape of shared accommodations significantly and positively impacts customer satisfaction. Notably, this positive relationship holds true for both Chinese and American consumers, underscoring the universal nature of this association. However, intriguingly, the effect of customer satisfaction on loyalty manifests distinct disparities between Chinese and American consumers. In conclusion, this study provides invaluable insights into the intricate interplay between culture and consumer preferences within the realm of shared accommodations. By effectively elucidating the influential role of the servicescape and customer satisfaction on loyalty, this research offers valuable guidance to shared accommodation providers seeking to tailor their services to the diverse needs of culturally heterogeneous groups. Emphasizing the optimization of the servicescape and the continuous enhancement of customer satisfaction can significantly contribute to fostering enduring loyalty among customers, leading to sustainable growth and success in this highly competitive market.