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Article
Publication date: 8 May 2017

David Ballantyne and Elin Nilsson

The emergence of new social media is shifting the market place for business towards virtual market space. In the light of the emerging digital space for new forms of…

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Abstract

Purpose

The emergence of new social media is shifting the market place for business towards virtual market space. In the light of the emerging digital space for new forms of marketing, the traditional servicescape concept is critically examined. This paper aims to show why servicescape concepts and attitudes need to be adapted for digital media.

Design/methodology/approach

First, the authors explain how the traditional servicescape concept adds meaning to a service provider’s value-proposition by modifying customer expectations and customer experience. Second, recognising that the environment for service is no longer bound to a physical place, the authors discuss the implications of the epistemic shift involved.

Findings

The authors’ examination shows that digital service space challenges traditional concepts about what constitutes a customer experience and derived value. The authors conceptually “zoom out” into a virtual service eco-system and show with exemplar examples why the servicescape in digital space is more socially embedded and necessarily more fluid in its time-space design. In the more advanced sites, interactions between various artificial bodies (avatars) are co-created by controlling off-line participant-actors; yet, these participant-actors remain strangers to each other at an off-line level. This is entirely a new and radical development of old times.

Research limitations/implications

The research findings are based on scholarly research of the relevant literature, from practitioner reports, and evidence emerging from the examination of many digital web-sites. It has not been the authors’ intention to objectively represent current servicescape functionalities but more to indicate the major directions of change with exemplar examples. The future cannot be predicted, but their interpretive conclusions suggest major challenges in service marketing and management logic ahead. New forms of digital servicescape are still being created as technology and service imagination enables, so further research interest in virtual atmospherics can be expected.

Practical implications

Social media platforms are enabling organisations to learn more about their customers and also to engage them more. In these changing times, bricks and mortar stores would be well advised to review their servicescape presence to allow and encourage engagement with the more involved consumers. And, by integrating their digital space into their physical place, bricks and mortar stores might take on more relationship oriented process-like characteristics, both in the digital space and in their physical places, with developments on one platform leading to possible service innovations on the other.

Social implications

The digital era is changing consumer behaviour. Service managers need to take into account that many customers are already equally as engaged with digital-space social networks as they once were with bricks and mortar stores. The more time consumers as participant-actors spend in social networks, the decision on what and where to buy is decided by interactions with friends and other influencers.

Originality/value

New forms of digital servicescape are being created as technology and service imagination enables. Further scholarly research interest in virtual atmospherics can be expected, impacting on the authors’ sense of place, and self-identity.

Details

Journal of Services Marketing, vol. 31 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 18 February 2022

Meng Wang, Yuwen Hua, Honglei Lia Sun and Ya Chen

The user churn (UC) of rural public digital cultural services (RPDCS) indicates that rural users no longer use RPDCS or have switched to other services. The purpose of…

Abstract

Purpose

The user churn (UC) of rural public digital cultural services (RPDCS) indicates that rural users no longer use RPDCS or have switched to other services. The purpose of this study is to investigate the factors influencing RPDCS's UC and to contribute toward bridging the rural digital divide.

Design/methodology/approach

Based on the stimulus-organism-response theory, this study proposes a theoretical framework to investigate the factors influencing RPDCS's user churn. A total of 120 RPDCS users were initially recruited and 90 representative participants were chosen. Data were collected from the 90 respondents and 20 follow-up interviews. To examine the proposed framework and validate the correlations between these factors and UC, an analysis of variance (ANOVA) and multiple regression analysis were used. In addition, recommendations are made to avoid the UC of RPDCS to bridge the rural digital divide.

Findings

The results indicate that the UC of RPDCS was stimulated by both physical and ability divides and RPDCS ineffectiveness, resulting in increased churn rates and an exacerbated digital divide. Thus, avoiding the UC of RPDCS is an important way to bridge the rural digital divide, which includes both the physical and ability divides.

Originality/value

This study adds new knowledge about RPDCS and distinguishes it from previous research on public digital cultural services. In addition, the authors discuss how to avoid the UC of RPDCS, to bridge the rural digital divide.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 11 April 2021

Qiandong Zhu

Focusing on two particularly challenging issues facing Chinese academic libraries – space constraints and the trending of digital scholarship services, this paper aims to…

Abstract

Purpose

Focusing on two particularly challenging issues facing Chinese academic libraries – space constraints and the trending of digital scholarship services, this paper aims to explore which spaces students and faculty wanted and how to leverage low-use spaces and growing digital scholarship services to build the Center for Digital Scholarship (CDS) to meet their demands.

Design/methodology/approach

The participant observation method was used in the launch stage of the space redesign from May 2016 to October 2018. The usage analysis method was used to reveal the use of the renovated spaces and assess the success of the space redesign when CDS was open to users between October 1, 2017 and September 30, 2018. The usage was gathered from the space reservation system.

Findings

A hybrid academic service center combining information commons, a collaborative workplace, social spaces and digital scholarship services, the CDS is able to meet the complexity and diversity of users’ needs and fulfill the mission of its university in the context of insufficient funds, space and specialists. While it approaches the goal of the space redesign project, some deficiencies remain to be addressed in the future design and service plan, including separating quiet and noisy areas, flexible arrangements and business process reengineering.

Practical implications

This study shows a hybrid academic service center can meet the complexity and diversity of users’ needs, despite insufficient funds, space and specialists. To ensure sustainability, digital scholarship services should adapt to local users’ needs and expectations. While the author’s patent service and subject development analysis are local and popular with the users and sectors in his university, they make their services somewhat different from those of the Association of Research Libraries (ARL) members.

Originality/value

This is one of the few, recent studies on space redesign incorporating digital scholarship services in a well-known academic library in China.

Details

Reference Services Review, vol. 49 no. 2
Type: Research Article
ISSN: 0090-7324

Keywords

Article
Publication date: 5 August 2014

Elin Nilsson and David Ballantyne

The purpose of this paper was to extend understanding of the sense of place captured by the servicescape concept, as a means by which customers clarify their service…

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Abstract

Purpose

The purpose of this paper was to extend understanding of the sense of place captured by the servicescape concept, as a means by which customers clarify their service expectations and their satisfaction with service experiences.

Design/methodology/approach

The design is conceptual. This article critically examines and extends the servicescape concept in the light of insights from the service-dominant (S-D) logic.

Findings

First, we explain how servicescape adds meaning to a service provider’s value proposition, part of a pattern of customer expectations which are later confirmed or disconfirmed as value-in-use. Second, the servicescape is a more socially imbued context than has previously been recognized, because the service experience is co-created by customer and service provider. Third, the context for service is not restricted to the traditional physical servicescape, as other more fluid and web-based settings are now common.

Practical implications

Extending the understanding of place as a context for value determination in new ways.

Originality/value

The literature on servicescape is extensive, but it is anchored to the physicality of the service environment. Given the rise of the Internet and, more recently, digital social media as a virtual “place” of business, the relevance of servicescape is due for critical review. Our critical examination adds to the experience value of service and also extends the S-D logic understanding of value-in-use.

Details

Journal of Services Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 11 June 2021

Rakibul Hasan, Scott Weaven and Park Thaichon

Artificial intelligence (AI) is shifting the way of how customers interact with organisations by blending both physical and digital environments, thereby creating a new…

Abstract

Artificial intelligence (AI) is shifting the way of how customers interact with organisations by blending both physical and digital environments, thereby creating a new paradigm of customer-organisation relationship. The new relationship boundary driven by AI principally challenges as well as creates opportunities for relationship marketing theories and practices. The main objective of this chapter is to present a framework named ‘physical-digital space’ to demonstrate how AI can merge the physical and digital world. To broaden the understanding, this chapter uses the lens of customer experience in relationship marketing. The framework extends the existing understanding and provides managerial implications on how an organisation can develop strategies so that a customer consciously or subconsciously develops a positive relationship with the organisation.

Article
Publication date: 28 April 2022

Alexander Preko, George Kofi Amoako, Robert Kwame Dzogbenuku and John Kosiba

Digital tourism has drawn the attention of researchers around the globe. This study aims to assess the digital tourism experience for tourist site revisit from an emerging…

Abstract

Purpose

Digital tourism has drawn the attention of researchers around the globe. This study aims to assess the digital tourism experience for tourist site revisit from an emerging market perspective.

Design/methodology/approach

Anchored on the social cognitive theory, the study employed a quantitative method, using the convenience sampling to select 328 participants who responded to tourism and technology sharing items through an online questionnaire. The study's hypotheses were tested utilizing structural equation modelling.

Findings

The results suggest a significant influence of technology-based service innovativeness on service value, tourist site revisits and experience sharing through technology. Further, the findings also revealed the significant influence of service value on tourist site revisit and experience-sharing through technology.

Research limitations/implications

This study was conducted with only clients or tourists, and this limits generalization of the study's findings.

Practical implications

The study offers the understanding of how tourist site operators and all stakeholders have to deploy new ways of technology-based service innovation to get maximum return on their investment in the hospitality industry.

Originality/value

The outcome of this research advanced the linkage between technology and tourism in context, which is important to policymakers and practitioners in the sector.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Content available

Abstract

Details

Journal of Services Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0887-6045

Open Access
Article
Publication date: 12 September 2022

Francesco Schiavone, Maria Cristina Pietronudo, Annamaria Sabetta and Marco Ferretti

Total quality management is a valuable approach to continuously improve the quality of organizations; however, scholars debate its applicability to services, which require…

Abstract

Purpose

Total quality management is a valuable approach to continuously improve the quality of organizations; however, scholars debate its applicability to services, which require specific best practices that are different from those related to manufacturing. Moreover, digitization is pervading all kinds of services, but little has been written about total quality service practices in digital-based companies. For this purpose, the authors provide a holistic model of total quality service that reflects the peculiarities of such companies, guided by the question: how do total quality service practices change in digital-based service organizations?

Design/methodology/approach

The authors conduct an illustrative case study on Healthware Group, a global integrated digital health organization, to evaluate theoretical assumptions about total quality service practices in the digital environment.

Findings

The findings allow to validate the model provided. In addition, the study enables them to observe the changes the authors are witnessing in service provision in the digital era and the consequent transformation of best practices. To be accurate, the authors cannot refer to a full transformation in digital-based companies but rather to the enrichment and extension of TQS practices. The best illustration of these conclusions has been summarized in a set of propositions corresponding to seven of the key levers of a TQS model.

Originality/value

The paper represents the first attempt to discuss the relationship between total quality service and digitalization, offering a set of propositions for academics and insights for practitioners. The model can be used as a tool to visualize the different levers that successful implementation of TQS in digital-based services companies can rely on.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 7 September 2018

Ruth N. Bolton, Janet R. McColl-Kennedy, Lilliemay Cheung, Andrew Gallan, Chiara Orsingher, Lars Witell and Mohamed Zaki

The purpose of this paper is to explore innovations in customer experience at the intersection of the digital, physical and social realms. It explicitly considers…

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Abstract

Purpose

The purpose of this paper is to explore innovations in customer experience at the intersection of the digital, physical and social realms. It explicitly considers experiences involving new technology-enabled services, such as digital twins and automated social presence (i.e. virtual assistants and service robots).

Design/methodology/approach

Future customer experiences are conceptualized within a three-dimensional space – low to high digital density, low to high physical complexity and low to high social presence – yielding eight octants.

Findings

The conceptual framework identifies eight “dualities,” or specific challenges connected with integrating digital, physical and social realms that challenge organizations to create superior customer experiences in both business-to-business and business-to-consumer markets. The eight dualities are opposing strategic options that organizations must reconcile when co-creating customer experiences under different conditions.

Research limitations/implications

A review of theory demonstrates that little research has been conducted at the intersection of the digital, physical and social realms. Most studies focus on one realm, with occasional reference to another. This paper suggests an agenda for future research and gives examples of fruitful ways to study connections among the three realms rather than in a single realm.

Practical implications

This paper provides guidance for managers in designing and managing customer experiences that the authors believe will need to be addressed by the year 2050.

Social implications

This paper discusses important societal issues, such as individual and societal needs for privacy, security and transparency. It sets out potential avenues for service innovation in these areas.

Originality/value

The conceptual framework integrates knowledge about customer experiences in digital, physical and social realms in a new way, with insights for future service research, managers and public policy makers.

Details

Journal of Service Management, vol. 29 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 5 May 2021

Meng Wang, Yuwen Hua, Honglei Lia Sun, Ya Chen and Linping Jiang

This study aims to reveal the influencing factors of user churn behavior and explore how these factors influence user churn behavior of rural public digital cultural…

Abstract

Purpose

This study aims to reveal the influencing factors of user churn behavior and explore how these factors influence user churn behavior of rural public digital cultural services (RPDCS), and then, to provide the avoidance strategies for user churn behavior of RPDCS.

Design/methodology/approach

Combined with the stimulus–organism–response theory and cognitive load theory, this study constructed a mixed model of user churn behavior. Data collected through online and offline questionnaire survey were tested using the partial least squares structural equation modeling approach, and finally, the authors proposed a user churn behavior model of RPDCS.

Findings

The results indicate that the environmental stimulus factors of RPDCS affected user churn behavior via user organism factors. This study suggests that administrators should pay more attention to the information demand of users and strengthen the effective supply of RPDCS. Meanwhile, it is necessary to improve the information literacy of rural users to restrain the user churn behavior and improve the effectiveness of RPDCS.

Originality/value

The research findings on the influencing factors of user churn behavior shed light on the user churn behavior in public digital cultural services, add new knowledge to the construction of the public cultural services system and provide empirical evidence for how to improve the utilization and effectiveness of RPDCS.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

Keywords

1 – 10 of 154