Unlike in the past, modern people have lots of interest in the quality of life due to economic margin, free time and the improved standards of living. Especially, they prefer resorts equipped with complex facilities for recreation, sports, culture, re...
Unlike in the past, modern people have lots of interest in the quality of life due to economic margin, free time and the improved standards of living. Especially, they prefer resorts equipped with complex facilities for recreation, sports, culture, refinement and accommodation as the development of transportation and the change in their perception of leisure culture and leisure sports. And they prefer resorts to be available for four seasons and experience various activities in one place with the intent of relaxing body and mind and recharging energy beyond simple accommodation or tourism.
It is expected to increase the demand for resorts equipped with a variety of more interesting recreational and subsidiary facilities by a great deal. The increase of tourism media and tourism demands needs a lot of understanding of resort customers' behavioral characteristics amid the tourism paradigm of the times. And they are greatly affected by relatively complex, abstract and psychological variables in the process of satisfaction after purchase decision or purchase because the resort industry should provide tangible and intangible services at the same time.
This study is intended to look into the effects of servicescape factors(entertainment, space, comfortableness, cleanliness, convenience, aesthetics) on customer satisfaction, the effects of customer satisfaction on customer behavioral intention, and the moderating effects of customer sensation seeking in the relationship between servicescape and customer satisfaction from a perspective of customer propensity. To achieve this, a survey was carried out to customers, who have experience a representative resort company in our country, Daemyung Resort, for about 20 days from October 22 to November 10, 2015. A total of 300 questionnaires were used for empirical analysis.
The results of this study were summarized as follows.
First, entertainment, cleanliness, convenience and aesthetics of resort servicescape factors had a significant positive effect on customer satisfaction.
Second, customer satisfaction of resort servicescape had a significant positive effect on customer behavioral intention.
Third, customer sensation seeking was partially moderated in the relationship between servicescape and customer satisfaction.
Based on the analysis results of hypothesis, the implications were as follows.
First, 6 factors such as entertainment, space, comfortableness, cleanliness, convenience and aesthetics were drawn by the measurement of servicescape factors based on resorts. This could be the academic contribution of this study in terms of corporate service marketing strategy and corporate management as servicescape factors were come up with in the situation of insufficient studies on resort servicescape.
Second, entertainment, cleanliness, convenience and aesthetics of resort servicescape factors had a significant effect on customer satisfaction. Especially, customers think of cleanliness and convenience as important factors, but they think of entertainment and aesthetics as most significant factors. Because they try to use resorts with the intent of relaxing body and mind and recharging energy for sports, leisure, recreation, culture and refinement through a variety of subsidiary facilities. And they think of the attractive exteriors and facilities of a resort as most important factors when they select a resort.
Third, customer satisfaction had a significant effect on customer behavioral intention even in this study as shown in previous studies. It makes customers to reuse a resort continuously after the use of resort as an important factor to customer behavioral intention. And it is a factor affecting favorable word-of-mouth and recommendation intention. Consequently, customer satisfaction should be considered as an important factor when establishing resort marketing policies.
Fourth, this study expanded previous studies on the relationship between the existing servicescape and customer satisfaction to show that the effects of servicescape on customer satisfaction could be mediated by individual propensity like customers' sensation seeking propensity.
Overall, differential servicescape by customers' propensity in the environment of excessive competition between resorts can be an important strategy in service marketing. This study comes up with strategic implications it is desirable to design resort servicescape in the light of their individual characteristics of stimulation according to customers' high and low sensation seeking propensity. In this respect, it was expanded to different fields.
The limitation in this study and the direction of future research were as follows.
First, there can be the difference with the service industry of other fields because servicescape measuring variables in this study were applied to research of other fields due to a lack of previous studies on resort servicescape in the field of service industry. Consequently, the opinions of hands-on workers and customers should be positively gathered to develop a variety of objectified scales in respect of resort servicescape.
Second, this study will be worth much in future as an empirical study on sensation seeking propensity, which is not treated well in the domestic hospitality industry. But there was many constraints or obstructive factors of theoretical establishment in the process of this study due to a lack of previous studies. Especially, factors of sensation seeking propensity was not classified properly because there were many survey questions of faded meaning in the process of previous researchers' translation and modification. Consequently, a questionnaire should be composed of survey questions of sensation seeking propensity that can apply to the hospitality industry properly.
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