服务场景的探索性研究:服务营销管理的新视野

An Exploratory Study of Servicescape in Modern Service Industry——A New Prospect of Service Marketing Management

服务场景是服务营销中的重要概念,是无形服务有形化的重要载体。本文通过对国外相关文献的探索性研究,旨在明确服务场景概念及构成要素,以酒店、主题公园、酒吧等服务业为例,分析服务场景顾客感知与顾客满意的密切关系,为今后国内服务场景研究提供理论支持。文章最后指出了未来研究方向。

Servicescape is viewed as a very important concept of service marketing and it can also make intangible services tangible.However,there is still little research on this area in China.The purpose of this paper was to identify the concept and elements of servicescape through an exploratory study focused on hotels,theme parks and bars.Furthermore,the relationship between customer perceptions of servicescape and customer satisfaction was discussed.Finally,some suggestions were proposed.