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Based on the stimuli-organism-response model and relationship marketing theory, the effect of different dimensions of Servicescape (Ambience, Cleanliness, Functionality, Spatial Layout, Employee Service Quality) on Customer Satisfaction and Behavioral Intention in hospitals during the COVID-19 pandemic are considered.

The study takes a quantitative approach, applying structural equation model using partial least square structural equation modeling to test the hypotheses. A total of 360 responses were collected using questionnaires distributed to different individuals who visited private hospitals in the past two months in India.

Contradicting previous research, this study found that among servicescape dimensions, employee service quality had the maximum influence on customer satisfaction and cleanliness does not have any significant impact on customer satisfaction as hypothesized. Mediation results show that customer satisfaction has a partial mediation effect for all servicescape dimensions except ambience, as both direct and indirect effects are significant. Importance-performance map analysis was performed on the responses collected, and it was found that employee service quality is the most important dimension affecting servicescape, followed by functionality and spatial layout. Thus, health-care institutions should focus on these factors to keep their customers satisfied.

Past studies have focused on the roles of servicescape and customer satisfaction separately. The authors have extended the literature by examining the combined effects of both servicescape and customer satisfaction. The findings from the study, therefore, help in developing a deeper understanding of the literature on the behavior intention relationship in the context of health care, as well as in service marketing.

The purpose of this study is to examine how servicescapes impact well-being and satisfaction of both hospital customers (patients) and health care professional service providers.

The study investigates how a hospital servicescape impacts two critical outcomes – well-being and satisfaction – of both hospital patients (customers) and health care professionals, who are immersed in that environment.

The hospital servicescape had a greater impact on physical, psychological and existential well-being for professionals than for patients. However, the reverse was true for satisfaction. The new servicescape enhanced the satisfaction and physical and psychological well-being of professionals but only the satisfaction of customers.

The study implications for health care policy suggest that investment in health care-built environments should balance the needs of health care professionals with those of customers to benefit their collective well-being and satisfaction.

Based on the findings, the authors propose that servicescape investments should focus on satisfying the physical needs of patients while also placing emphasis on the psychological needs of professionals.

Health care spending on physical facilities should incorporate careful cost-benefit analysis, ensuring that beneficial features for both user groups are included in new hospital designs, omitting features that are less supportive of well-being.

To the best of the authors’ knowledge, this study is the first to compare the impact of the same real-life servicescape on the satisfaction of both customers and service providers (professionals) and considers the critical health outcome of well-being.

Previous research has been unable to provide a comprehensive method for measuring environment-based experience and its outcomes although it is an essential determinant of the museum experience. Therefore, this paper aims to present a measurement method for exploring how visitors’ servicescape experiences affect their positive word-of-mouth intention (PWOM).

Data were collected by surveying 810 visitors to 3 museums (i.e. Louvre, Pera and Key) representing different museum types. The research model was validated by using partial least squares structural equation modeling.

The predicted associations between sensory, spatial and social experiences, and PWOM were confirmed for Pera. In the Louvre and Key, however, only sensory and social experiences were positively associated with PWOM. In addition, the moderating effect of building type on the relationship between spatial experience and PWOM was demonstrated.

This paper contributes to the servicescape, customer experience and museum literature in several ways. Firstly, this study proposes a measurement method for servicescape experiences. Secondly, this study introduces servicescape experiences as new types of customer experience. Thirdly, this study provides insightful implications for the museum literature and professionals by highlighting how servicescape experiences affect PWOM across different types of museums.

Servicescape is well recognized by marketing scholars as a key influence in transformative service outcomes. However, the concept of enabling transformative health outcomes through physical servicescape design is often overlooked. The purpose of this study is to integrate marketing's servicescape research with birth territory theory and the enabling places framework, conceptualizing a Co-Curated Transformative Place (CCTP) framework.

This cross-disciplinary conceptual paper uses three places of birth (POB) servicescapes for low-risk birthing women to ground the CCTP framework.

Positioned within transformative service research, this study shows how POB servicescapes are CCTPs. The organizing framework of CCTP comprises four key steps founded on agile and adaptive co-curation of physical place resources.

This study extends the servicescape conceptualization to incorporate the continuum of terrain, introducing adaptive and agile co-curation of places.

The materiality of place and physical resources in CCTP are usefully understood in terms of co-curated substantive staging according to service actor needs. The CCTP servicescape maximizes desired value outcomes and quality experience by adaptive response to service demands and service actors’ needs.

Theoretical discourse of health servicescapes is expanded to focus on the material components of place and their foundational role in generating resources and capabilities that facilitate the realization of service value. In the CCTP, service actors flexibly select, present and adapt physical artifacts and material resources of the service terrain according to dynamic actor needs and service responsibilities, enabling transformative outcomes. Co-curation facilitates reciprocal synergy between other dimensions of place and servicescape.

This study aims to examine the role of the servicescape in the customer experience management (CEM) of a themed amusement park following the COVID-19 pandemic. Considering the managers’ and customers’ perspectives, this study specifically addresses the following three research questions: first, What changes have occurred in the servicescape following the adoption of safety measures in the park in response to the COVID-19 pandemic? Second, What are the effects of these safety measures in relation to CEM? Third, What are the changes that could be maintained in the future to continue improving the customer experiential journey in the park?

A single case study method was adopted. Gardaland Park was selected as the case for this study. Data were collected from several sources: in-depth interviews with managers of Gardaland Park, focus group interviews with customers, and the corporate website and documentary. Reflexive thematic analysis was used to examine the data.

The findings reveal that safety measures affect the physical, social and digital (e- and smart) servicescape by influencing the aesthetic (reassurance), entertainment (relaxation), escapist (enjoyment and distraction) and educational (learning) experiences. Among the various changes implemented, the digital servicescape can be improved in the future when the pandemic is over by providing flexible solutions in relation to services at the park (e.g. virtual queuing) or on the website (e.g. dynamic booking).

The findings provide park managers with practical advice about servicescape organization to facilitate offering safe and memorable customer experiences.

To the best of the authors’ knowledge, this is the first study to address the effects of safety measures on the servicescape and CEM in themed amusement parks after the COVID-19 pandemic.

Negative customer-to-customer interactions (NCCI) occurring in physical service encounters can have a detrimental effect on a focal customer’s experience. This paper aims to explore how the interplay between the physical servicescape and the presence and behavior of other customers can lead to NCCI. Moreover, through an examination of customers’ responsibility attribution, the paper underlines the need for service organizations to manage this interplay.

The authors rely on a mixed approach with two studies grounded in the Stimulus–Organism–Response paradigm. In a preliminary quantitative study, the authors test a model of the effects of NCCI on customers’ attribution and behavioral outcomes using partial least squares structural equation modeling. Next, in a qualitative study, they collect and explore NCCI incidents in eight service industries relying on the critical incident technique (CIT).

When experiencing NCCI, customers attribute at least partial responsibility for their negative experience to the service provider. The findings of the CIT study reveal three interplay mechanisms leading to NCCI: when other customers’ behavior is triggered by the physical servicescape; when other customers’ behavior is incongruent with the behavioral norms set by the physical servicescape; and when the physical servicescape is altered by other customers’ misbehavior.

This paper provides a comprehensive, empirically grounded, understanding of the interplay between the physical and social servicescape, focusing on the presence and behavior of the other customers and its effect on the customer experience.

As physical evidence, servicescapes play a crucial role in tangibilizing service value. Since value creation and consumption are inseparable in many services, servicescapes also contribute significantly to consumer experiences. By reviewing the role of design factors on the physical and psychological safety of customers, particularly in different service contexts based on social factors, this paper aims to provide insights into how servicescape frameworks may be re-examined from a safety perspective.

Based on a critical review of studies in multidisciplinary domains, including environmental psychology, community medicine, architecture and engineering, this paper proposes a conceptual model anchored in stimulus–organization–response (S-O-R) theory and presents related propositions for safer servicescape designs.

The study reveals the need for re-evaluating current servicescape design frameworks by incorporating the concept of servicescape safety, discusses the significance of various interior factors and presents the moderating effects of social factors and service types on perceived safety.

With no robust models currently available to evaluate the impact of servicescape designs on users' physical and psychological safety, this paper provides guidelines based on a multidisciplinary review of studies. A healthy and safe servicescape requires interdisciplinary investigations, the results of which will reshape future design approaches.

The servicescape model has been widely adapted in various service industries, but this model may not be applicable if the exhibition is transformed from physical to online. Moreover, there is only a handful of research on online exhibitions; studies focusing on visitor behaviors from various types of online exhibitions and the differences between genders are still lacking. This study aims to examine the different variables in the e-servicescape model and discuss how e-servicescape affects visitor behavior based on the exhibition types and gender differences.

The e-servicescape model is adapted in this study. Qualitative interviews were conducted prior to a quantitative online survey to examine by regression analysis the relationships among the dimensions in e-servicescape and how it affects visitor subsequent behavior. Data analyses are based on the differences between exhibition types and gender differences in response to the three environmental dimensions, namely, aesthetic appeal, layout and functionality, and security concern.

The findings show that visitors pay more attention to artistic enjoyment in art-related exhibitions and focus on informative issues in other types of exhibitions. “Aesthetic appeal” and “layout and functionality” are important to both genders, but little concern is shown to computer security issues. Female visitors are concerned with aesthetic design and male visitors stress layout and functionality elements. In terms of the security concerns, females have no concern about cookies function, while males have no concern on leaving search history on the website.

There is no previous relevant research on the relationships and influence between e-servicescape and online exhibition; this study focuses on the application of e-servicescape to the online exhibition industry and helps fill this research gap.

The post-pandemic recognises changes are required; universities need to rethink their e-servicescapes strategies by offering different approaches to enhance students’ learning. This study aims to draw on learning self-efficacy trajectories and propose a conceptual model for exploring the predictive validity of satisfaction. In addition, it explores the mediating role of e-servicescapes and the moderating relationship effect of mature and younger students.

Learning self-efficacies is incorporated into the design of the model in an attempt to understand student cognition. The influences of e-servicescape on adopting online preferences and satisfaction are also examined. The model was empirically validated by surveying 266 respondents. Structural equation modelling and multi-group analysis were used to analyse the data.

The results of this study show learning self-efficacies has no significant influence on satisfaction. Yet, they showed a significant influence on e-servicescapes. E-servicescapes positively influenced satisfaction and preference for adopting online learning. E-servicescapes also had a mediating effect between self-efficacy to complete a course and satisfaction, as well as self-efficacy to interact with instructors and satisfaction. It had a negative suppressed effect on social interaction.

The research makes the following contributions. Firstly, the conceptualised model identifies an association between learning self-efficacies and e-servicescapes, suggesting universities as service providers can maximise the value offerings of their customer assets. Secondly, e-servicescapes demonstrate a full mediating effect between self-efficacies and satisfaction, indicating that if universities are to compete successfully in dynamic markets, they should co-create value in their e-servicescapes domain to increase satisfaction. Thirdly, the study recognises the need for a hybrid system of both face-to-face and online delivery because the multi-group analysis shows mature age preference for online learning is required to make this transformation successful.

Though many conceptual and empirical studies have been conducted on the servicescape, limited research has focused on how the COVID-19 pandemic has reshaped factors influencing the servicescape. This paper aims to propose an extension of Bitner’s original conceptualization, including pandemic-induced physical and social constraints on servicescape in the form of crowding, consumer risk perception during the crisis and their impact on consumers' and employees’ behavioral changes in retail and hospitality sectors.

This paper critically reviewed the past and emerging servicescape and risk literature. It then examines and delineates the concepts of crowding, density and associated risk perceptions to offer an extended servicescape framework. Alongside, scales were proposed to measure the constructs and guidelines given to conduct future empirical studies.

This paper discussed the major impact on servicescape during a pandemic situation, to what extent risk is perceived during consumption and the impact of crowding and store density on employee and customer behavioral responses.

This paper principally contributes by explicitly including specific risk dimensions and crowding and proposes the scales to measure consumers’ understanding of pandemic-induced perceptions of risk, crowding and density within servicescapes for further empirical testing. Alongside this, the identification and concretization of different types of perceived risks under COVID-19 provide critical and useful marketing implications.

This study identifies relevant risk dimensions, proposes crowding as an independent construct apart from servicescape physicality and proposes relevant measures for empirical verification.