Evaluating servicescape designs using a VR-based laboratory experiment: A case of a Duty-free Shop

被引：11

作者：

Kwon, Ryeok-Hwan ^{[1
]}

Kim, Kwang-Jae ^{[1
]}

Kim, Ki-Hun ^{[1
]}

Hong, Yoo-Suk ^{[2
]}

Kim, Bohyun ^{[3
]}

机构：

[1] Pohang Univ Sci & Technol, Dept Ind & Management Engn, Pohang 790784, Gyung Buk, South Korea

[2] Seoul Natl Univ, Dept Ind Engn, Seoul 151742, South Korea

[3] Korea Inst Ind Technol KITECH, IT Convergence Based Mfg Syst R&D Grp, Ansan 426171, Gyung Gi, South Korea

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2015年 / 26卷

关键词：

Servicescape evaluation; VR-based laboratory experiment; Service testing facility; STORE ENVIRONMENT; IMPACT; COLOR; CUES; ATMOSPHERICS; EXPERIENCE; BEHAVIOR; QUALITY; SATISFACTION; INTENTIONS;

D O I：

10.1016/j.jretconser.2015.05.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Servicescape is one of the most important dimensions by which customers evaluate their shopping experience in a retail service. This research aimed to evaluate the servicescape design of the DC Duty-free Shop in a systematic manner. The virtual reality (VR) model was used to visualize various options for the servicescape design. The preferred design was determined from experimental results and then applied to the servicescape redesign of the shop. This research supports the relationship between servicescape design and customer perception, as well as the effectiveness of a VR-basect laboratory experiment in evaluating servicescape design. (C) 2015 Elsevier Ltd. All rights reserved

引用

页码：32 / 40

页数：9

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