noise, as well as odour, smell and aroma (Mitchell et al, 1995 and Spangenberg, 1996). These studies show behavioural effects but primarily refer to the hospitality industry which is an element of the service industry. These studies examine only one s ingle component. The emphasis of these studies is on the investigation of a direct connection between servicescape factors and behavioural variables. The research on how servicescape actually affects the evaluation of service quality is scarce. Less attent ion has been paid to the question of how the servicescape affects the service quality.
A number of journal articles and texts will be reviewed, their findings discussed and compared. A definition of services and context of the servicescape will be followed by discussion of the role of the servicescape in the marketing of service organisations. Branding and its relationship to the servicescape will be addressed, followed by discussion of the influence of atmospherics within the servicescape and their effects on consumer behaviour. Finally, the importance to marketers of the concept of the servicescape and relevant theories will be outlined throughout this review.
Servicescape thesis : Where to buy college essays
Using a three-study, mixed-method approach, this thesis investigates the symbolic meanings consumers ascribe to servicescapes and empirically tests whether the joint effects of congruence between consumer Self and the symbolic meanings ascribed to servicescapes influence consumers’ servicescape preference. First, Study One identifies the symbolic meanings ascribed to salient servicescape attributes using a combination of repertory tests and laddering techniques within 19 semi-structured individual depth interviews. Study Two modifies an existing scale to create a symbolic servicescape meaning scale in order to measure the symbolic meanings ascribed to servicescapes. Finally, Study Three utilises the Self-Congruity Model to empirically examine the joint effects of consumer Self and servicescape on consumers’ preference for servicescapes. Using polynomial regression with response surface analysis, 14 joint effect models demonstrate that both Self-Servicescape incongruity and congruity influence consumers’ preference for servicescapes. Combined, the findings of three studies suggest that the symbolic meanings ascribed to servicescapes and their (in)congruities with consumers’ sense of self can be used to predict consumers’ preferences for servicescapes. These findings have several key theoretical and practical contributions to services marketing.