Esearch On The Relationship Between Staff Social Cues In The Servicecape And Customers’ Place Attachment

With the rapid economic development and lifestyle changes,people’s consume focus are increasingly changing from tangible goods to service goods, while the field of marketing research focus also shifts from the product area to service area.For the service businesses, the servicecape elements are one of the most important component elements for service offerings, which are even becoming the main form of competitive advantage for the businesses.In recent years, the relationship of servicecape elements and consumer behavior have caused widespread concern in academia and industry, but existing research are focused on the physical cues’effect on the customer. In fact, the social cues in the servicecape will affect the customer’s purchase behavior and intention too.Standing in the customer’s perspective, it is focused on the influence that the staff social cues in servicecape effect on the customer’s social and psychological needs and their place attachment, while the staff social cues in servicecape include the employee and other customer; it’s constructing the model of staff social cues’effect in servicecape on the customer’s social and psychological needs and their place attachment based on the theoris of self-esteem, belonging sense, social support, identity and place attachment.There are methods of theoretical studies and empirical studies by qualitative research,such as group interviews,observations,and quantitative research by Spss and Amos, at the same time using reliability and validity test, structural equation model; finally, it reveals the relationship among staff social cues, customer’s social and psychological needs and their place attachment.The research results are helpful supplement for the study of servicecape area which was focused on the physical elements before and it is conducive to build a comprehensive understanding of the customer’s psychological mechanism under the effect of elements in servicecape,so there is theoretical value;at the same time the research results will be helpful to the business which can use the social cues in servicecape which are easy to control to meet customer’s social and psychological benefits, establishing an emotional connection between enterprises and customers in order to lead to customer loyalty behavior and provide useful reference for the enterprises performance and their core competitive strength, so there is practical significance.