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Article
Publication date: 10 October 2016

Ingrid Y. Lin

Among the many studies relating to servicescapes, the emphasis has mainly been on the effect of specific environmental attributes on customer perceptions, emotions and behaviors…

6784

Abstract

Purpose

Among the many studies relating to servicescapes, the emphasis has mainly been on the effect of specific environmental attributes on customer perceptions, emotions and behaviors. Many servicescape studies have not included visual servicescape aesthetics and the overall significance that visual aesthetics hold for a particular consumer in his or her relationship with the servicescape. Yet, servicescape appearance represents the central channel for the formation of consumer–product (e.g. servicescape) relationships. Limited studies have examined consumers’ visual servicescape aesthetics comprehension and appreciation (VSACA) or consumers’ relationship with a specific servicescape and how consumers evaluate a servicescape from a visual aesthetics perspective. This study aims to operationalize and measure VSACA and to examine the validity of a proposed comprehensive model that encompasses the direct effects of VSACA on perceived perceptual experience quality (PPEQ), pleasure and arousal; PPEQ, pleasure and arousal on satisfaction; satisfaction on willingness to pay more; and the mediation effects of PPEQ, pleasure and arousal on the relationship between VSACA and satisfaction.

Design/methodology/approach

This is an experimental design study with two treatments. Fictitious boutique hotel lobby and classic hotel lobby video clips were created with the appropriate manipulation of visual aesthetics attributes. A random sample of 600 individuals over the age of 18 was drawn from a nationwide (USA) list purchased from a third-party commercial list service. After preliminary analysis, about 12 per cent were eliminated because of unusable responses or missing data. The data from 550 participants were used in the final analyses – 218 males and 332 females. Participants were asked to view a video clip of a hotel lobby online. After viewing the video clip, subjects completed an online survey instrument. The hypothesized model was then tested using structural equation modeling.

Findings

Results of this study suggest that individuals’ VSACA directly influences their PPEQ, pleasure and arousal. PPEQ and pleasure also directly influence satisfaction and indirectly mediate the relationship between VSACA and satisfaction. Finally, satisfaction directly affects willingness to pay more. Additional new findings are also discussed in the paper.

Research limitations/implications

This study is limited by focusing primarily on the individuals’ VSACA of a hotel lobby; non-visual components were not considered as part of the VSACA construct. Results should, therefore, be generalized to other similar settings with caution. Future research can integrate both visual and non-visual servicescape aesthetics comprehension and develop a new scale to measure them. Future research can also build on the support of the current proposed theoretical model by testing it in different service contexts and across different groups of participants.

Practical implications

This research provides evidence to hotel service providers that VSACA plays an important role in influencing consumers’ emotions, satisfaction and behavioral intentions. The results imply that understanding customers’ simultaneous cognitive-emotional processing of servicescape aesthetics is crucial. Hotel developers and managers can engage potential customers in the designing and planning of a servicescape by conducting focus group research prior to the actual implementation of the servicescape attributes and construction.

Originality/value

This study represents the first research to extend and investigate the concept of visual aesthetics comprehension in the context of the hotel lobby servicescape beyond just product goods. This study contributes to the services marketing literature by confirming the importance and powerful direct effects of VSACA on individuals’ PPEQ, pleasure, arousal and willingness to pay more. Moreover, PPEQ and pleasure mediate the relationship between VSACA and overall satisfaction.

Article
Publication date: 21 March 2022

K. Unnikrishnan Nair, Deepak S. Kumar and Keyoor Purani

Through empirical research anchored in environmental psychology, the paper presents formative indicators that form an evaluation set “S.E.E.” (service environment evaluation), to…

Abstract

Purpose

Through empirical research anchored in environmental psychology, the paper presents formative indicators that form an evaluation set “S.E.E.” (service environment evaluation), to simplify and systematize the measurement of visual aesthetics of servicescapes through consumers' perspective.

Design/methodology/approach

The authors adopted formative index development methodology, employing a one-shot experimental design using photographic surrogates of four different servicescapes (n = 1400), and testing the index with eight noted global servicescape images.

Findings

Findings reveal that visual aesthetics of servicescapes can be captured using the composite index we developed with five dimensions: complexity, coherence, legibility, mystery and novelty. Also, service type: hedonic/utilitarian, does influence how consumers evaluate servicescape visual appeal.

Originality/value

Formative indicators constituting S.E.E. enables assessment of subjective visual aesthetics of servicescapes holistic, objective and an effortless task for marketers, designers and decision-makers; and helps them reliably decide on and skillfully design servicescapes with the required visual appeal.

Details

Marketing Intelligence & Planning, vol. 40 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 25 October 2017

Deepak S. Kumar, Keyoor Purani and Sunil Sahadev

This paper aims to introduce subjective dimensions of appraising visual servicescape aesthetics and to empirically test their influence on the consumer’s affective responses and…

2687

Abstract

Purpose

This paper aims to introduce subjective dimensions of appraising visual servicescape aesthetics and to empirically test their influence on the consumer’s affective responses and preference, thus providing a holistic model to evaluate visual servicescape aesthetics from consumer’s viewpoint. It also tests the moderating role of service contexts in the modelled relationships.

Design/methodology/approach

Data was collected from 350 respondents using a laboratory-like experimental design, with one-shot treatment using photographic surrogates of services capes in four different service contexts.

Findings

Results indicate the visual servicescape aesthetics dimensions significantly and positively influence consumers’ affective states of arousal and pleasure. Also, service context moderates the relationship between servicescape aesthetics and affective responses.

Research limitations/implications

As the subjective dimensions of visual servicescape aesthetics are borrowed from environmental psychology and introduced in marketing literature, it is likely to trigger a stream of research in service marketing domain.

Practical implications

Findings provide marketing practitioners insights into servicescape design, evaluation and selection decisions to improve return on such investments.

Originality/value

The study contributes to theory by introducing more appropriate holistic servicescape aesthetics variables borrowed from environment psychology and empirically establishing relationships between them, consumers’ affective responses and preference to the servicescape.

Details

Journal of Services Marketing, vol. 31 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 21 December 2022

Zeya He, Laurie Wu and Xiang (Robert) Li

Photos are powerful tools to attract individuals’ attention and convey service experiences. Yet exactly how visual cues in a photo contribute to the perceptions of the staged…

Abstract

Purpose

Photos are powerful tools to attract individuals’ attention and convey service experiences. Yet exactly how visual cues in a photo contribute to the perceptions of the staged servicescape, and how these perceptions inspire online booking/reservation behaviors, remains underexplored. Addressing the gap, this study aims to uncover (1) how perceptual information mediated by an online photo contributes to the formation of consumers' holistic perceptions of the service environment and (2) how such consumers' holistic perceptions further influence customers' online purchasing behaviors.

Design/methodology/approach

This research adopts an innovative crowdsourcing approach and refers to field data on consumers' online hotel booking behaviors to examine relationships among inferred servicescape dimensions, consumers' holistic perceptions of the mediated servicescape and their actual online booking/reservation behaviors (e.g. page-view and meta-click behaviors).

Findings

Confirmatory factor analysis and path analysis indicated that five mediated servicescape dimensions (i.e. color, lighting, furnishings, layout and style) contribute significantly to consumers' perceptions of the mediated servicescape (CPMS) and exert different impacts on CPMS. Connecting the crowdsourced rating and consumer behavioral data, CPMS is found to influence consumers' aggregated page-view and meta-click behavior, especially in the US market.

Originality/value

Building upon servicescape theory, the medium theory and the online booking literature, this research proposes a novel conceptual framework of CPMS to theorize the process by which visual cues in online photos contribute to CPMS and subsequent online purchase behaviors. Findings from this research extend Bitner's servicescape framework to mediated service contexts and provide practical implications for promoting service businesses.

Details

Journal of Service Management, vol. 34 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 24 February 2020

Marlini Bakri, Jayne Krisjanous and James E. Richard

Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the…

1840

Abstract

Purpose

Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited. The purpose of this paper is to introduce the concept and a comprehensive framework of image word of mouth (IWOM), which identifies UGI as visual articulations of service experiences that result in consumer judgment of service brand image. The framework takes a consumer-focussed approach and covers key branding issues relevant to services marketers such as identifying and linking valued services dimensions, made evident through IWOM, to ideas and thoughts inferred by consumers (viewers) of the brand image and consequent consumer intentions.

Design/methodology/approach

The paper reviews and synthesises current services, marketing and branding literature surrounding electronic word of mouth (WOM) and UGC, where it highlights the need to consider interpretations of UGI as persuasive forms of visual WOM or IWOM, as well as a critical stimuli of brand image.

Findings

The paper illuminates the importance of adopting a visual perspective that applies constructs developed in cognitive psychology, to decode how viewers (consumers) interact and form associations of brand image via IWOM.

Originality/value

The paper examines, integrates and adds to extant literature surrounding WOM, UGC, visual images and brand image within services.

Details

Journal of Services Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 12 November 2018

Andreas Aldogan Eklund and Miralem Helmefalk

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

1591

Abstract

Purpose

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

Design/methodology/approach

This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.

Findings

The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.

Research limitations/implications

A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.

Practical implications

This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.

Originality/value

This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 10 June 2014

Benjamin P.W. Ellway

Because the voice-to-technology (V2T) encounter remains under-theorised, the purpose of this paper is to overcome this gap by investigating customers use of the interactive voice…

1251

Abstract

Purpose

Because the voice-to-technology (V2T) encounter remains under-theorised, the purpose of this paper is to overcome this gap by investigating customers use of the interactive voice response (IVR) system and “the customer journey” through the call centre service system.

Design/methodology/approach

From an interpretive study of a UK call centre, the metaphorical aspects of language used to represent the service process are analysed, accompanied by an examination of how the servicescape dimensions of spatial layout and signs are constituted in the call centre service process, and the resulting implications for virtual-aural navigation.

Findings

Despite no physical movement, customers represent their experience of navigating “through” the service process in spatial terms. Therefore, understanding precisely how servicescape dimensions are reconfigured within the virtual-aural setting of the call centre is necessary to appreciate customer experience of V2T but also voice-to-voice (V2V) encounters. The call centre servicescape lacks a spatial representation of layout and signs that would conventionally support navigation and purposeful movement.

Research limitations/implications

Despite observing live calls, direct interaction with customers was not possible. The paper was based upon a single case study, and the hermeneutic focus on understanding and meaning meant that the study did not emphasise the quantification of phenomenon. Therefore, further research on virtual navigation is required.

Practical implications

Problematic V2T encounters compromise the quality and efficiency of service provision. A visual representation of the IVR system may possibly support V2T encounters, while encouraging customer service advisors to act as “guides” during V2V encounters may reduce problems emerging from V2T encounters.

Originality/value

First, an original theorisation of the customer experience of the V2T encounter is provided through the theoretical notion of spatialisation metaphors. Second, a preliminary conceptualisation of the call centre servicescape is developed, which shows how spatial layout and signs are reconfigured and represented in this virtual-aural setting.

Details

Journal of Service Management, vol. 25 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 25 May 2010

Lloyd C. Harris and Mark M.H. Goode

The purpose of this paper is to present and discuss a conceptual model of purchase intentions, trust, and e‐servicescape that presents online physical environments as comprising…

21522

Abstract

Purpose

The purpose of this paper is to present and discuss a conceptual model of purchase intentions, trust, and e‐servicescape that presents online physical environments as comprising three dimensions. It aims to develop and extend existing research into physical service environments through proposing, operationalizing, and testing a model of online servicescape.

Design/methodology/approach

The study utilizes a survey approach to gather data regarding consumers' perceptions of online servicescape. Surveys were administered to 257 respondents regarding a broad range of web sites.

Findings

A measure of e‐servicescape is evaluated that comprises three dimensions and 52 items while relationships between the dimensions of e‐servicescape, trust, and purchase intentions are described.

Research limitations/implications

The first contribution of this study stems from the successful operationalization of a comprehensive multi‐item (in total 52 items), multi‐scale (nine scales), multi‐dimensional (three) measure of e‐servicescape. Second, a contribution is made through the finding that trust constitutes a key variable during online exchange. Third, we contribute insights into the antecedents of consumers' purchase intentions. Finally, the study reveals that consumers' interpretations of online environments exert a powerful influence over trust and purchase intentions.

Originality/value

The findings of this study also have numerous implications for both services managers and internet developers. The findings supply valuable insights into which factors practitioners should focus their attention to better tailor their approaches. This study strongly endorses the view that the loyalty intentions of online customers are linked to the extent to which they trust the service provider.

Details

Journal of Services Marketing, vol. 24 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 26 November 2021

Victoria Rodner, Amy Goode and Zara Burns

To better understand the uptake of cosmetic procedures in the wake of Instagram, this study aims to unravel how the aesthetic labour of influencers acts as the packaging of the…

3923

Abstract

Purpose

To better understand the uptake of cosmetic procedures in the wake of Instagram, this study aims to unravel how the aesthetic labour of influencers acts as the packaging of the cosmetic servicescape. In doing so, the authors contribute to theorising of aesthetic and emotional labour within the services marketing literature, fleshing out the bodywork of influential others not as employees but endorsers, who act like the “walking billboards” (Zeithaml and Bitner, 2003) for the cosmetic service industry.

Design/methodology/approach

This study adopts a dual qualitative approach to data collection, coupling netnographic material from Instagram posts with 16 in-depth interviews with female Instagram users who have undergone or hope to undergo cosmetic surgery. Using mediated discourse analysis, the authors weave their visual and discursive data together for a richer account of the commoditisation of cosmetic surgery.

Findings

Adopting a postfeminist neoliberal lens, where women are viewed as aesthetic entrepreneurs who are constantly working on the body and the self, the findings of the study reveal how influencers’ aesthetic and emotional labour help package, propagate and demystify the cosmetic servicescape. Through their visual storytelling, we see how influencers help endorse (local) cosmetic services; commoditise cosmetic procedures through the conspicuous display of their ongoing body projects whilst masking the labour and pain involved; and how face-filters that use augmented reality (AR) technology foster new forms of (digitised) body dysmorphia.

Originality/value

The authors shed light on the darker side of social media and body-enhancing technologies, where tales of body transformation trivialise cosmetic intervention and AR technology induces a digitised body dysmorphia.

Details

Journal of Services Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 11 February 2020

Asli D.A. Tasci and Abraham Pizam

Bitner’s (1992) concept of servicescape has received widespread academic attention, resulting in many conceptual and empirical studies. By scanning the servicescape literature and…

1928

Abstract

Purpose

Bitner’s (1992) concept of servicescape has received widespread academic attention, resulting in many conceptual and empirical studies. By scanning the servicescape literature and other relevant concepts, Pizam and Tasci (2019) provided experienscape, an expanded version of servicescape, to be measured from different stakeholders’ perspectives with a multidisciplinary approach. This paper aims to build on Pizam and Tasci’s conceptualization of experienscape and expand its nomological network with other pertinent concepts related to different stakeholders with an interdisciplinary approach.

Design/methodology/approach

This is a conceptual study analyzing diverse literature related to servicescape, experienscape and other related concepts and theories to provide an integrated and holistic picture of experienscape for more robust theory development. Several new relationships are synthesized for hypothesis development and testing in future research.

Findings

The review of past research reveals that servicescape literature has mostly focused on outcomes for the benefit of brands and firms and missed outcomes for consumers and other stakeholders. In addition, servicescape literature lacks several critical concepts in the affective, cognitive and behavioral reaction domains, as well as moderator factors. The relevance of some theories such as branding (e.g. brand identity, personality, image, perceived quality, consumer value, brand value and self-congruity), cocreation/coproduction/codestruction, transformation, subjective happiness, subjective well-being and quality of life is completely overlooked.

Research limitations/implications

Experienscape is a container of complex systems where needs, wants and expectations of multiple stakeholders are entertained, often at the same time through dynamic interactions among multiple stakeholders. Thus, a holistic understanding of experienscape requires dynamic integration of theories explaining the behavior of different stakeholders by cross-fertilizing theories through interdisciplinary research rather than unidisciplinary or multidisciplinary research conducted in separate silos.

Originality/value

By adopting Pizam and Tasci’s (2019) experienscape concept, this study expanded the relational network of service environment components (i.e. sensory, functional, social, natural and cultural components of experienscape) by incorporating diverse theories and concepts that explain cognitive, affective and conative reactions of different stakeholders to an experience environment. Additionally, the current study recommends attention to human-centric outcomes such as transformation, subjective well-being, subjective happiness and quality of life, which were completely overlooked in previous servicescape research.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

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