Intangible Marketing: The servicescape and the use of physical evidence projection of service environments

Authors

  • Marcelo da Silva Schuster UFSM
  • Valéria da Veiga Dias UFRGS - Doutoranda em Agronegócio
  • Luciana Flores Battistella UFSM - Professora Adjunta IV - PPGA

Keywords:

Servicescape, framework, social, atmospheric, loyalty.

Abstract

Considering the numerous influences in consumer perceptions, existing in the service environment, this study aimed to create a framework on use of servicescape. Has been analyzed scales used, variables, dimensions, environments and constructs used in previous publications. The chosen methodology was bibliometrics, using the Scopus database. Of the 85 selected articles, 36 used some kind of servicescape scale. These were analyzed manually and individually by content analysis. Most studies conducted research with consumers and the most used environment was hospitality (malls, restaurants, hotels). The resulting framework reflects the plurality of variables, factors and constructs linked to a discussion about service environment on consumer studies. This study contributes literature on the subject, but mainly for the construction of appropriate metric and future empirical studies.

Author Biographies

  • Marcelo da Silva Schuster, UFSM

    Doutorando em Administração - UFSM;

    Mestre em Gestão de Organizações Públicas - UFSM;

    MBA em Gestão de Recursos Humanos - Fatec Internacional;

    Bacharel em Administração - UFSM

  • Valéria da Veiga Dias, UFRGS - Doutoranda em Agronegócio
    Doutoranda em Agronegócios pela Universidade Federal do Rio Grande do Sul, Mestre em Administração pelo Programa de Pós-Graduação em Administração da Universidade Federal de Santa Maria.
  • Luciana Flores Battistella, UFSM - Professora Adjunta IV - PPGA
    Professora Adjunto IV do Departamento de Ciências Administrativas e do Programa de Pós-Graduação em Administração da Universidade Federal de Santa Maria. Doutora em Engenharia de Produção pela Universidade Federal de Santa Catariana.

References

Altschwager, T., Habel, C., & Goodman, S. P. (2011). The servicescape response: do brand committed consumers respond differently to the cellar door experience? In: 6th International Conference of the Academy of Wine Business Research. Bordeau, France: Academy of Wine Business Research.

Bardin, L.(2010). Análise de conteúdo. Lisboa: Edição 70.

Bitner, M. J. (1992). Servicescapes: the impact of physical surroundings on customers and employees. The Journal of Marketing, 56(2), 57-71.

Bruggen, E. C., Foubert, B., & Gremler, D. D. (2011). Extreme makeover: short- and long-term effects of a remodeled Servicescape. Journal of Marketing, 75(5), 71-87.

Campbell, J. M., & Di Pietro, R. B. (2014). Sign of the times: Testing consumer response to local food signage within a casual dining restaurant. Journal of Retailing and Consumer Services, 21(5), 812-823.

Chang, H. H., Jeng, D. J. F., & Hamid, M. R. A.(2013) Conceptualising consumers' word-of-mouth behaviour intention: Evidence from a university education services in Malaysia. Service Business, 7(1), 17-35.

Chen, S. C., Raab, C. & Tanford, S. (2015). Antecedents of mandatory customer participation in service encounters: An empirical study. International Journal of Hospitality Management, 46, 65-75.

Chiou, Y. C., & Chen, Y. H. (2012). Service quality effects on air passenger intentions: A service chain perspective. Transportmetrica, 8(6), 406-426.

Collier, J. E. & Barnes, D. C. (2015). Self-service delight: Exploring the hedonic aspects of self-service. Journal of Business Research, 68(5), 986-993.

Daunt, K. L., & Harris, L. C. (2012a). Exploring the forms of dysfunctional customer behaviour: A study of differences in servicescape and customer disaffection with service. Journal of Marketing Management, 28(1-2), 129-153.

Daunt, K. L., & Harris, L. C. (2012b). Motives of dysfunctional customer behavior: An empirical study. Journal of Services Marketing, 26(4), 293-308.

de Nisco, A., & Warnaby, G. (2013). Shopping in downtown: The effect of urban environment on service quality perception and behavioural intentions. International Journal of Retail and Distribution Management, 41(9), 654-670.

Dong, P., & Siu, N. Y. M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541-551.

Ellen, T., & Zhang, R. (2014). Measuring the effect of company restaurant servicescape on patrons’ emotional states and behavioral intentions. Journal of Foodservice Business Research, 17(2), 85-102.

Fernandes, T., & Neves, S. (2014). The role of servicescape as a driver of customer value in experience-centric service organizations: the Dragon Football Stadium case. Journal of Strategic Marketing, 22(6), 548-560.

Grace, D., & O'Cass, A. (2005). Service branding: Consumer verdicts on service brands. Journal of Retailing and Consumer Services, 12(2), 125-139.

Harris, L. C., & Ezeh, C. (2008). Servicescape and loyalty intentions: An empirical investigation. European Journal of Marketing, 42(3-4), 390-422.

Harris, L. C., & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243.

Hightower Jr, R., Brady, M. K., & Baker, T. L. (2002). Investigating the role of the physical environment in hedonic service consumption: An exploratory study of sporting events. Journal of Business Research, 55(9), 697-707.

Hightower, R. (2013). Investigating the green leadership in energy and environmental design (LEED) servicescape scale in Brazil. Construction Innovation: Information, Process, Management, 13(3), 242-265.

Hooper, D., Coughlan, J., & Mullen, M. R. (2013). The servicescape as an antecedent to service quality and behavioral intentions. Journal of Services Marketing, 27(4), 271-280.

Ismail, A. R. (2011). Experience marketing: An empirical investigation. Journal of Relationship Marketing, 10(3), 167-201.

Kim, W. G., & Moon, Y. J. (2009). Customers' cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144-156.

Koo, G. Y., Andrew, D. P. S., & Kim, S. (2008). Mediated relationships between the constituents of service quality and behavioural intentions: A study of women's college basketball fans. International Journal of Sport Management and Marketing, 4(4), 390-411.

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64.

Lam, L. W., Chan, K. W. A., Fong, D. & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management, 30(3), 558-567.

LeBlanc, G., & Nguyen, N. (1996). An examination of the factors that signal hotel image to travellers. Journal of Vacation Marketing, 3(1), 32-42.

Lee, C. J., Wang, Y. C., & Cai, D. C. (2015). Physical factors to evaluate the servicescape of theme restaurants. Journal of Asian Architecture and Building Engineering, 14(1), 97-104.

Lee, S. Y., & Kim, J. H. (2014). Effects of servicescape on perceived service quality, satisfaction and behavioral outcomes in public service facilities. Journal of Asian Architecture and Building Engineering, 13(1), 125-131.

Lim, W. M. (2014). The antecedents and consequences of customer hedonism in hospitality services. Journal of Hospitality Marketing and Management, 23(6), 626-651.

Lin, I. Y. (2004). Evaluating a servicescape: the effect of cognition and emotion. International Journal of Hospitality Management, 23(2), 163-178.

Lund, D. J., & Marinova, D. (2014). Managing revenue across retail channels: The interplay of service performance and direct marketing. Journal of Marketing, 78(5), 99-118.

Mari, M., & Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda. The Service Industries Journal, 33(2), 171-199.

Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36, 47-55.

Miles, P., Miles, G., & Cannon, A. (2012). Linking servicescape to customer satisfaction: Exploring the role of competitive strategy. International Journal of Operations and Production Management, 32(7), 772-795.

Minkiewicz, J., Evans, J., Bridson, K. & Mavondo, F. (2011). Corporate image in the leisure services sector. Journal of Services Marketing, 25(3), 190-201.

Naqshbandi Muzamil, M., & Munir, R. S. (2011). Atmospheric elements and personality: Impact on hotel lobby impressions. World Applied Sciences Journal, 15(6), 785-792.

Newman, A. J. (2007). Uncovering dimensionality in the servicescape: Towards legibility. Service Industries Journal, 27(1), 15-28.

Nguyen, D. T., DeWitt, T., & Russell-Bennett, R. (2012). Service convenience and social servicescape: Retail vs hedonic setting. Journal of Services Marketing, 26(4), 265-277.

Nguyen, N. (2006). The collective impact of service workers and servicescape on the corporate image formation. International Journal of Hospitality Management, 25(2), 227-244.

O'Cass, A., & Grace, D. (2008). Understanding the role of retail store service in light of self-image - Store image congruence. Psychology & Marketing, 25(6), 521-537.

Pantouvakis, A.(2010). The relative importance of service features in explaining customer satisfaction A comparison of measurement models. Managing Service Quality, 20(4), 366-387.

Pantouvakis, A. (2012). Internal marketing and the moderating role of employees: An exploratory study. Total Quality Management and Business Excellence, 23(2), 177-195.

Reimer, A., & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39(7-8), 785-808.

Reynolds, K. L., & Harris, L. C. (2009). Dysfunctional customer behavior severity: an empirical examination. Journal of Retailing, 85(3), 321-335.

Riviezzo, A., de Nisco, A., & Napolitano, M. R. (2009). Importance-performance analysis as a tool in evaluating town centre management effectiveness. International Journal of Retail and Distribution Management, 37(9), 748-764.

Rosenbaum, M. S., & Massiah, C. (2011). An expanded servicescape perspective. Journal of Service Management, 22(4), 471-490.

Rosenbaum, M. S., & Montoya, D. Y. (2007). Am I welcome here? Exploring how ethnic consumers assess their place identity. Journal of Business Research, 60(3), 206-214.

Roy, S. K., Lassar, W. M., & Butaney, G. T. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective. European Journal of Marketing, 48, 1828-1849.

Sci Verse. (2015). Scopus FAQs. Disponível em: Acesso em: 15/04/2015.

Tuzovic, S. (2008). Investigating the concept of potential quality: An exploratory study in the real estate industry. Managing Service Quality, 18(3), 255-271.

Wang, C. H., Hsu, L. C., & Fang, S. R. (2009). Constructing a relationship-based brand equity model. Service Business, 3(3), 275-292.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2014). Marketing de Serviços: A Empresa com foco no cliente. Brasil: McGraw Hill Brasil.

Downloads

Published

10.01.2024

Issue

Section

Business/Management: Research Papers

How to Cite

Intangible Marketing: The servicescape and the use of physical evidence projection of service environments. (2024). Tourism & Management Studies, 12(2), 128-134. https://tmstudies.net/index.php/ectms/article/view/798

Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 10 > >>