Title

An Expanded Servicescape Perspective

Keywords

Atmospherics; Attention restoration theory; Consumer behaviour; Decision making; Environmental psychology; Marketing; Service design; Servicescape

Abstract

Purpose: The purpose of this paper is to put forth an expanded servicescape framework that shows that a perceived servicescape comprises physical, social, socially symbolic, and natural environmental dimensions. Design/methodology/approach: This conceptual paper offers an in-depth literature review on servicescape topics from a variety of disciplines, both inside and outside marketing, to advance a logical framework built on Bitner's seminal article (1992). Findings: A servicescape comprises not only objective, measureable, and managerially controllable stimuli but also subjective, immeasurable, and often managerially uncontrollable social, symbolic, and natural stimuli, which all influence customer approach/avoidance decisions and social interaction behaviors. Furthermore, customer responses to social, symbolic, and natural stimuli are often the drivers of profound person-place attachments. Research limitations/implications: The framework supports a servicescape paradigm that links marketing, environmental/natural psychology, humanistic geography, and sociology. Practical implications: Although managers can easily control a service firm's physical stimuli, they need to understand how other critical environmental stimuli influence consumer behavior and which stimuli might overweigh a customer's response to a firm's physical dimensions. Social implications: The paper shows how a servicescape's naturally restorative dimension can promote relief from mental fatigue and improve customer health and well-being. Thus, government institutions (e.g. schools, hospitals) can improve people's lives by creating natural servicescapes that have restorative potential. Originality/value: The framework organizes more than 25 years of servicescape research in a cogent framework that has cross-disciplinary implications. © Emerald Group Publishing Limited.

Publication Date

8-1-2011

Publication Title

Journal of Service Management

Volume

22

Issue

4

Number of Pages

471-490

Document Type

Review

Personal Identifier

scopus

DOI Link

https://doi.org/10.1108/09564231111155088

Socpus ID

80052610631 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/80052610631

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