期刊名称：Journal of Asian Architecture and Building Engineering
印刷版ISSN：1346-7581
电子版ISSN：1347-2852
出版年度：2015
卷号：14
期号：3
页码：633-640
DOI：10.3130/jaabe.14.633
语种：English
出版社：日本建築学会、大韓建築学会、中国建築学会
摘要：The physical environment, servicescape, could serve as a differentiator in intended market segment positioning. It needs to define for facility managers their market positioning, segmentation, and target market by creating a servicescape that will meet the target customer′s needs, wants and expectations. The purpose of this study is to segment users by employing a cluster analysis based on benefit sought and to suggest a strategy for designing servicescape in hotel facilities adopting Bitner′s (1992) conceptual framework. This research conducted a questionnaire survey to identify the benefit sought by various market segments, and to investigate demand on servicescape in hotel facilities. Based on the results of the survey, servicescacpe design for the segment groups was developed. The customized design of the servicescape by benefit segmentation, proposed that this research could support particular positioning and segmentation strategies and enhance ultimate marketing objectives. By application of the proposed strategy, various hotel facilities can be developed for target consumers.
