PurposeThe purpose of this paper is to review what one knows – and does not know about servicescape and experiencescape. The paper provides a comprehensive conceptualization, discussion of the ...servicescape and experiencescape and calls for the need for a collective focus of servicescape and experiencescape for the service industry.Design/methodology/approachThis conceptual paper analyzes multiple literature studies related to servicescape, experiencescape and other related concepts such as service quality and customer experience for building a comprehensive framework that draws knowledge from both servicescape and experiencescape in an effort to create a collective focus.FindingsPrior research on the components of servicescape and experiencescape raises more questions than answers. The findings of this study highlight the importance of technology as one of the key components of experiencescape to motivate customers to engage in the consumption environment. Furthermore, the proposed conceptual framework provides a detailed discussion and highlights the importance of using servicescape and experiencescape concepts together as a collective framework to bring about greater benefits to the service industry. The proposed framework suggests that these concepts are not only collective but also interrelated.Research limitations/implicationsTechnology is not a tool but an important partner for the firm to create the experience. It can bring together marketing, management and operations within the organization to collectively focus on the customer. Collectively designed servicescape and experiencescape will create lasting memories and emotional connections with customers.Practical implicationsService organizations can develop smart experiencescapes that positively influence customer value cocreation and heighten customer experience by utilizing technology. Managers are advised to understand consumers' emphasis on technological personalization, aesthetics, functionality, interactivity and social presence while participating in cocreation. Technologies may improve the experience by incorporating real-time and less-restrained interactions between consumers and the service organization.Originality/valueThis paper synthesizes insights from the extant literature related to servicescape, service quality, customer experience and experiencescape. Further, it helps to extend the current understanding of experiencescape and calls for the need to incorporate technology as one of the key experience components in the experiencescape concept. Furthermore, this study highlights the importance and the need to bring these two concepts together with a collective focus to enhance value for the customer. Thus, it is argued here that the collective focus of servicescape and experiencescape in the service industry will create new opportunities for further research and practical applications.
•Substantive staging of hotel servicescape was found to be a more important premise for hedonic value perceptions of first-time tourists.•Emotional value is a more effective premise for re-visiting ...intentions of repeaters.•Novelty value perceptions are more determinative for behavioral intentions of first-time tourists.
The purpose of this study is to examine the multi-dimensional structure of the hotel servicescape to understand its impact on customer’s behavioral intentions through multi-dimensional perceived hedonic value. Data was collected from hotel guests in Turkey. Structural equation modeling (SEM) and multiple group analyses were conducted to test the hypothesized relationships among variables. The proposed research model was largely supported, and the moderating role of previous experience on this model was confirmed. Substantive staging of servicescape was found to be a more important premise for hedonic value perceptions of first-time tourists whereas emotional value is a more effective premise for re-visiting intentions of repeating visitors. In addition, novelty value perceptions were more determinative for behavioral intentions of first-time tourists. Based on the study results, this study offers specific theoretical and practical implications.
For better or worse, satisfied or dissatisfied customers function as trusted branding faces for organizations as they transmit potentially viral messages through E-WOM. These E-WOM messages can prove ...marketers' best friends or worst enemies, depending on their tenor. With data from actual customers of an e-tailer, this research enriches our understanding of how e-servicescape is linked to E-WOM. E-servicescape captures the online environmental factors of marketers’ websites. Two forms of E-WOM are examined; i.e., emails and social network postings. Customer reviews were investigated as a prospective sub-dimension of e-servicescape. Findings suggest that customer reviews play an integral role in the e-servicescape construct, that e-servicescape positively impacts trust and that trust positively influences E-WOM and customer loyalty. Two groups of customers were compared, and results indicated differences between email and SNS users. Theoretical and managerial insights related to E-WOM and electronic commerce shopping behavior were generated.
•This paper analyses historical re-enactment events, which have been highly neglected in the literature.•This study examines direct and indirect relationships between eventscape, emotions, ...satisfaction and loyalty.•This study analyses the mediating role of emotions between eventscape and satisfaction.•Entertainment and design are the eventscape dimensions with greater positive impact on emotions, satisfaction and loyalty.•Emotions, specifically pleasure, have an important role in mediating the influence of the eventscape on satisfaction.
The popularity of re-enactment events has increased worldwide. A conceptual model is proposed, positing that the eventscape of re-enactment events has a positive effect on satisfaction and loyalty by generating emotions, and that different emotions – pleasure and arousal – have a mediating role on the influence of eventscape on satisfaction. The model is tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) and data collected on a popular re-enactment event staged in Portugal. Results reveal that design and entertainment are the dimensions of the eventscape with the highest impact on emotions (both pleasure and arousal), satisfaction, and loyalty. Moreover, pleasure is the only dimension of emotions that has a significant impact on satisfaction and loyalty, as well as a mediating role between eventscape and satisfaction. In contrast, arousal does not have a direct and mediating effect. The study provides important contributions and guidelines for managing re-enactment events.
Building on the premises of the unified theory of acceptance and use of technology (UTAUT), this study introduces the concept of mobile servicescape (m-servicescape) and explores the drivers of ...purchase intentions in the mobile service environment. Data were collected from a sample of 284 service mobile users and analyzed using structural equation modeling. Results show that the dimensions of m-servicescape (i.e., aesthetic appeal, perceived security, and layout and functionality) generate mobile value (i.e., hedonic and utilitarian), which in turn, leads to user purchase intentions. Utilitarian value was found to have a higher effect on purchase intentions than hedonic value and trust was found to enhance this effect. We highlight theoretical contributions and offer managerial insight for mobile marketers and designers on the specificities of consumer behavior in the service mobile environment.
This research aims to explore the effects that the servicescape attributes of Incheon International Airport (IIA) transfer amenities have on perceived servicescape, emotional response, customer ...satisfaction, airport image, and behavioral intentions. A total of 305 transfer passengers in an IIA transfer lounge were surveyed, and the responses were analyzed using a structural equation model. Among six servicescape attributes, cleanliness, amusement, and functionality turned out to have positive effects on perceived servicescape. In turn, perceived servicescape had a positive effect on emotional response and customer satisfaction, and it also had a statistically significant effect on airport image and behavioral intentions. It is believed that this research can serve as a starting point for future studies on the diverse servicescapes of airport facilities.
•This paper investigated the effects of the servicescape of airport transfer amenities.•Functionality and cleanliness had statistically significant effects on perceived servicescape in descending order.•Perceived servicescape had a positive effect on emotional responses and customer satisfaction.
Although a fast service encounter pace might increase revenues for the service provider, its consequences on customer satisfaction and repatronage can be detrimental. To address this gap, the present ...study proposes a novel sensory marketing strategy (i.e., using shape cues) to soften customers' negative reactions to a fast-paced service encounter. Specifically, we examine the interplay of physical servicescape cues (shape: circular vs. angular) and social servicescape cues (busyness: non-busy vs. busy) on customer satisfaction. The findings suggest that in busy settings, angular shape cues increase customer satisfaction through perceived competence of the service provider. Conversely, in non-busy settings, circular shape cues enhance customer satisfaction via warmth perceptions. These findings highlight an innovative sensory approach in managing customer evaluations of experiential consumption as well as communicating brand personalities through the servicescape.
Should aesthetics and design be viewed as strategic marketing tools? We argue in this paper there are currently limited frameworks and empirical evidence to help - should this be the ambition of ...marketers? We propose a hotelscape as a holistic evolution of the servicescape concept, which is developed to reflect the role that aesthetics and design can play in influencing consumer behavior within moments of consumption. The study is based on 37 interviews with cosmopolitan type customers. An interpretive phenomenological approach is deployed to explore the lived experiences of art and design in a hotelscape. We conclude that aesthetics and design can support marketing aspirations in hedonistic consumer groups. Further, that it influences customer experience and directly impacts spend, word of mouth, repatronage and loyalty.
Since Bitner’s (1992) introduction of the servicescape concept, many conceptual and empirical studies have been conducted. Even though a relatively solid theoretical base has been established, the ...nature of the concept has not been updated with contemporary views on theories explaining behavior of consumers, employees and other stakeholders. Hence, the current study scanned the literature on servicescape and relevant concepts in order to update servicescape. The review of literature resulted in a new term, experienscape that is enhanced with the organizational culture of hospitality and the inclusion of employees, as both internal customers and service providers, as well as other stakeholders. For a comprehensive understanding of experienscape, a multidisciplinary approach is proposed by integrating views and theories from marketing, human resource management, organizational behavior, psychology, social psychology, communication, architecture, environmental design, and other related fields.
Purpose
The servicescape is increasingly being recognized as a function of two distinct components: physical and social. While these two dimensions have often been studied independently, the purpose ...of this paper is to examine the effect of both dimensions simultaneously in a fast casual restaurant context.
Design/methodology/approach
A sample of 1,110 fast casual restaurant patrons in the USA was collected. The data were analyzed using nested structural equation modeling.
Findings
The results suggest that both the social and the physical servicescape can affect consumption behavior in the fast casual restaurant industry and crowding can act a moderator of these relationships.
Research limitations/implications
Theoretically, these results are significant because they suggest the importance of capturing a holistic account of the servicescape when conducting research on the consumption environment.
Practical implications
This study is among the first to examine the effect of the social servicescape (and specifically the effect of crowding) in fast casual restaurants. The results suggest that restaurateurs need to be mindful that crowding affects the relationship between social servicescape and satisfaction.
Originality/value
This research is the first to look at both aspects of the servicescape as drivers of consumer behavior in the fast casual dining segment. Additionally, this research makes a second contribution by assessing the effect of crowding on the servicescape-driven relationships inherent in the proposed model.
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