A Study on the Influence of Servicescape in Traditional Market Restaurant on Citizenship Behavior, Relationship Orientation and Loyalty
- Mediating Effect of Customer Citizenship Behavior and Relationship Orientation -


Cho, Yong-Hyen
Department of Hotel Culinary & Food Service Management
Graduate School
Catholic Kwan-dong University
(Supervised by Professor Kim, Ho-Seok)

The purpose of this study was to examine the impact of the service-scape of food business in traditional markets on citizenship behavior, relationship orientation, and loyalty and analyze the impact on the consumers of traditional markets’ food business through literature review and empirical research. This study used books, research papers, and academic journals for literature review, which started from the existing theories, set and verified a hypothesis through observation and analysis, and drew a conclusion using the deduction of syllogism. For empirical analysis, this study distributed 500 survey questionnaires and collected 486 copies over 30 days from September 15, 2018 to October 15, 2018, and used 475 surveys as valid samples after excluding 11 copies with insincere or inappropriate responses for empirical analysis. The data collected for this study was analyzed using the SPSS 21.0 Windows statistical package. Frequency analysis was performed to identify the general characteristics of the sample, and explorative factor analysis and reliability analysis were performed on the measured variables. Also, this study conducted correlation analysis to identify the relationship among research variables before the hypothesis test as well as simple regression analysis, multiple regression analysis, and parameter analysis to test the hypothesis. The study results can be summarized as follows.
First, in the analysis of impact of the service-scape of food business in traditional markets on citizenship behavior, aesthetics, cleanliness, human service, and SNS activities had a positive (+) impact and convenience was rejected. Next, in the impact analysis of service-scape of food business in traditional markets on relationship orientation, 3 factors including convenience, human service, and SNS activities had a positively (+) significant impact on relationship orientation while aesthetics and cleanliness were rejected. Third Citizenship Behavior had a positive (+) impact on relationship orientation; fourth, Citizenship Behavior had a positive (+) impact on loyalty. Fifth, in the impact analysis of the service-scape of traditional market food business on loyalty, human service and SNS activity had a positive (+) impact while aesthetics, convenience, and cleanliness were rejected. Finally, the mediating effect of citizenship behavior and relationship orientation between service-scape of food business in traditional markets and loyalty were accepted.
Although traditional markets take up part of domestic food distribution, they are neglected by consumers because of their small size and the changes of consumption pattern. Thus, food businesses in traditional markets repeatedly go through the vicious cycle of small-sized and low-cost marketing. It is thus considered necessary to improve the existing ‘smallness’ image of traditional markets’ food business through human service and SNS activities which are the sub-elements of service-scape with huge impacts as shown in the analysis results of this study. Also, by having consumers using the food business of traditional markets carry out more citizenry actions and develop relationship orientation to become loyal customers, human resource training and SNS activities are continuously needed in food business. Local government offices in charge of these must also conduct training and guidance on the food business of traditional markets.
This study analyzed the sub-factors of the service-scape of traditional markets’ food business, which are the physical factors and intangible characteristics that are controllable by humans, and SNS activities which play the same role as human services and advertisements in the past. Thus, this study will be able to be provide a substantial data as it conducted analysis on the factors in the present time. It carries practical significance as it provides an opportunity to understand the impact of service-scape on citizenship behavior, relationship orientation, and loyalty. In conclusion, this study is used as a basic material to help establish a detailed and efficient marketing strategy to vitalize the sale of food business in traditional market. This study will become the cornerstone to activate traditional markets and contribute to the development of regional economy as a result.