| Abstract |
| This study first researched bibliographies on the element of servicescape and then studied on the changing concept of design, finally suggested the new model of servicescape, suitable for the integrated concept of design in modern society. Bibliographical research on overseas studies revealed that many studies has been focused on a variety and quality of products and has been neglected of the design element of products in service environment. Also bibliographical research on domestic studies showed design element of stores` exterior environment has been rarely investigated.
The model of servicescape, which was suggested in this study, is based on Baker`s structure. In this model, the dimensions of servicescape were divided into ambient factors, design factors and social factors. They are, again, divided into exterior environment and interior environment. However, unlike Baker`s, the model of servicescape in this study has one more subdivision in design factor, that is, product design. Each subdivision, again, has broken into functional element and aesthetic element.
Futhermore, applying the servicescape model drawm from this research, strategies of service environment for constructing the identity of cosmetic brandshops were established. Through this process, it was revealed that olfactory and auditory elements, as well as visual elements, can be useful for constructing the identity of cosmetic brand shops. If a company uses all these elements strategically, it would be helpful to differentiate the store`s identity from others. |
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| Key Words |
| 서비스스케이프, 스토어 아이덴티티, 화장품 브랜드숍, servicescape, store identity, cosmetic brandshop |
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