외식산업의 서비스스케이프가 직무만족 및 고객지향성에 미치는 영향: 업무특성의 조절효과 검증

초록

This study examined the influence relationship between the servicescape, job satisfaction, and customer orientation in domestic food service industry, additionally examining the mediating effect of job satisfaction on the servicescape and customer orientation. It also exammined the moderating effect of work characteristics between the servicescape and job satisfaction, and between the servicescape and customer orientation. A survey was conducted July 2023 for the empirical study, and 263 out of the 300 samples were considerred valid for analysis. Factor analysis was conducted to extract three factors from independent variables, servicescape; ‘function-convenience’, ‘safety’, and ‘pleasantness’. The mediating variable is ‘job satisfaction’ while the dependent variable is ‘customer orientation’. The moderaing variable is ‘work characteristics’ which has three dimensions; ‘work intensity’, ‘work complexity’ and ‘work immersion’. Out of 28 hypotheses, 14 were accepted. Customer orientation was positively affected by the servicescape’s ‘functionconvenience’ and ‘safety’. All three dimensions of servicescape indirectly affect customer orientation by mediating the effect of job satisfaction. In the analysis of moderating effects, ‘work intensity’ and ‘work complexity’ showed a partial moderating effect in the relationship between servicescape and job satisfaction. In addition, all three dimensions of work characteristics showed a partial moderating effect in the relationship between servicescape and customer orientation. As a result of this study, a structural relationship between servicescape, job satisfaction, and customer orientation was confirmed. In addition, it complements previous research theories by verifying the moderating effect of work characteristics. There are academic and practical implications for food service companies aiming to develop detailed servicescape strategies.

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