A Study on the Effect of the Physical Servicescape of Nail Shop on the Customer’s Internal Responses: The Moderating Effect of Service Encounter Quality

This study analyzed the effect of the physical servicescape factor on the customer’s internal response, and analyzed the moderating effect of service encounter quality in this influence relationship. In order to achieve the purpose of the study, variables for each research analysis were derived by reviewing previous studies related to physical servicescape, internal response, and service encounter quality. Subsequently, after establishing a research model and collecting response data of a total of 238 people through a questionnaire method, the hypotheses of this study were verified using the statistical processing program SPSS 26.0. The main research results according to the above research purpose and method are summarized as follows. First, as a result of analyzing the effect of the quality evaluation level of physical servicescape factors perceived by nail shop consumers on their internal response level, the atmosphere factor had the strongest positive effect on the internal response level to the nail shop service. Second, as a result of analyzing the moderating effect of service encounter quality in the relationship between the quality evaluation level of the components of the nail shop’s physical servicescape perceived by nail shop consumers on the level of internal response to their nail shop service, the service encounter quality alone had a positive effect on internal response, but no moderating effect was observed. Through the above research results, this study presented implications for the internal and external dimensions for improving the quality of nail shop service.