The effect of servicescape of exhibition and convention facilities in Korea and China on service orientation, job satisfaction, and organizational commitment

Hee Kyung Nho, Souphinh Vongphachanh and SangHee Cho

Journal of Global Scholars of Marketing Science, 2018, vol. 28, issue 2, 182-196

Abstract: This study analyzes the effect of the servicescape components of exhibition and convention facilities on the service orientation, job satisfaction, and organizational commitment of employees in Korea and China. First, the results show that air-conditioned environment, functionality, and space accessibility have a significant effect on the relationship between servicescape and service orientation. However, esthetic impression and safety have no significant effect. Second, service orientation has a significant effect on job satisfaction and organizational commitment, but job satisfaction has no significant effect on organizational commitment. Third, when comparing Korea and China, the air-conditioned environment was controlled only on the Chinese side, but not estheticism. Functionality, safety, and space accessibility have a moderate effect only on the Korean side. In addition, the relationship between service orientation, job satisfaction, and organizational commitment shows moderate effects in both Korea and China, and job satisfaction and organizational commitment did not show any control effect. The study results suggest some servicescape factors that should be complemented to improve the service orientation of employees in exhibition and convention facilities in Korea and China. Furthermore, the results confirm that service orientation relates to job satisfaction and organizational commitment in both Korea and China.

Date: 2018
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DOI: 10.1080/21639159.2018.1436978

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