A Study on Relationships Among Servicecape, Emotion, Perceived Value, and Place Attachment

• Main Authors: Chen Yu-Chun, 陳昱君
• Other Authors: Chen Kuan-Yu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/17644875472625864366

碩士 === 國立屏東科技大學 === 休閒運動健康系所 === 101 === This study investigated the relationship among servicescape, customers’ emotional experience, perceived value, and place attachment in a leisure garden restaurant context. Based on the concept of servicescape proposed by Bitner (1992), this study built a model for the relationship of “servicescape, positive/negative emotions, perceived value, and place attachment” to explore how servicescape is related to customer emotions, perceived value, and place attachment and also clarify the mediating role of positive/negative emotions and perceived value in the relationship between servicescape and place attachment. A questionnaire survey was administered to consumers of leisure garden restaurants in Pingtung City. 326 valid responses were obtained. Based on the methodology of related literature, the data were analyzed using structural equation modeling. Results indicated the overall fit of the model of “servicescape, positive/negative emotions, perceived value, and place attachment” was good. This model suggested that servicescape is positively related to customers’ positive/negative emotions and perceived value; servicescape affects place attachment through positive/negative emotions and perceived value; positive/negative emotions and perceived value mediate the relationship between servicescape and place attachment; positive/negative emotions also mediate the relationship between perceived value and place attachment. Among these variables, perceived value has the greatest overall effect on place attachment. Based on the empirically validated relational model, this study proposed some suggestions on restaurant management as follows: build a good servicescape to attract repatronage of customers; enhance perceived value of the restaurant to increase customers’ place attachment.