| Abstract |
| This study aims to investigate which factors influence the store image the most among the factors constitute service environments. To do this, the cosmetic brandshop Nature Republic and Etude House were selected as the object of study and an empirical study on them was conducted. The investigation was modeled after Baker`s servicescape and the dimension of products was added. The results were shown as followed.
First, the mean values of inter-store servicescape of Etude House were higher than those of Nature Republic, except for the store atmosphere. Second, Nature Republic showed the significant correlation between the brand concept and the servicescape factors in stores. On the other hand, Etude House showed the significant correlation only in few factors of servicescape. Last, the factor influences the store image the most was the design factors of the store. Among the design factors, especially, exterior and interior design showed statistically significant influence. In product factors, the assortment of products had more strong influence on the store image than the design factors of products.
First and second results suggest that unified brand concept can be more effective in order to deliver the desired brand image through stores. Last result shows the possibility of exterior and interior design of stores as the strategic tool for the management of store image. |
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| Key Words |
| 서비스스케이프, 매장 이미지, 브랜드 숍, servicescape, store image, brandshop |
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