서비스케이프 개념에 근거한 바스케이프(BARSCAPE) 척도 개발 및 타당화

This study intended to develop and validate a BARSCAPE scale, which considers all of the physical, social, symbolic, and reparable environments that can be recognized by customers based on the existing concepts of servicescape. To that end, the study refined the attributes of BARSCAPE targeting a group of experts from academia and industry through a survey employing the Delphi technique. The W test of Kendall was employed to identify whether the measured values from those experts were matched together, and the attributes were refined by referring to the mean value and content validity of the collected data as well as the opinions from the experts. Afterward, in order to validate the developed BARSCAPE scale, the primary validity was confirmed through exploratory factor analysis after surveys were conducted with 432 clients of the bar. This study then verified the validity and reliability of the developed scale through the confirmatory factor analysis by dividing the samples into two groups using a random selection, and the measurement between the two groups was confirmed identical through the measurement invariance test. The categories of BARSCAPE finally developed in this way included cleanliness, symbolic and reparable environments, staff, other clients, aesthetic factors, spatial layout/functions, and atmosphere. In addition, a regression analysis was conducted after specifying the customer satisfaction as a reference variable and the result showed that the BARSCAPE scale had a significant influence on customer satisfaction. This study has significance in that it was the first trial in academia to develop a BARSCAPE scale that reflects the characteristics of bars and to derive its sub-attributes. It is expected that this study would provide the managers of a bar with implications for the environment of service configuration and deliver the fundamental data for the studies related to bars, which will be conducted in the future, to the academic field.