2007Servicescape Research: A Review and A Research Agenda

Chris Ezeh, Cardiff Business School, UK

Lloyd C. Harris, Cardiff Business School, UK

Presented by: Ferry JAOLIS

Introduction

Theories

S – O – R and P – A – D models

Approach - Avoidance Behavior

Previous Limitations

Outline

Conclusion - Agenda

Product vs Service

Packaging

Ingredients

Brand, etc.

Product vs Service

“ Atmospheric “

“ Physical Environment “

“ Servicescape “

Cues of quality

Human behavior

A new form of competition (Kotler, 1973)

Why Servicescape ?

The “...design [of] buying environments to produce specific emotional effects in the buyer that enhance his [or her] purchase probability” (Kotler 1973, p. 50).

“All of the objective physical factors that can be controlled by the firm to enhance (or constrain) employee and customer actions” (Bitner 1992, p. 65).

The “consciously designed places, calculated to produce commercially significant actions” (Arnould et al. 1998, p. 90).

(Kotler 1973, p. 50)

(Bitner 1992, p. 65)

(Arnould et al. 1998, p. 90).

(e.g., Aubert-Gamet and Cova 1999; Baker 1987; Bitner 1990 1992;

Cronin 2003; Donovan and Rossiter 1982; Eroglu et al. 2003;

Hoffman and Turley 2002; Koernig 2003; Kotler 1973; Mattila and

Wirtz 2001; Mehrabian and Russell 1974; Maslow and Mintz 1956;

Spangenberg et al. 1996; Sundaram and Webster 2000; Sweeney

and Wyber 2002; Wakefield and Blodgett 1994 1996).

The S – O – R Model

Compositions

Ideal Compositions

visual

aural / ambience

tactile

olfactory

“ holistic ”

“ tangible + intangible ”

Compositions

Ideal Compositions

visual

aural / ambience

tactile

olfactory

“ holistic ”

“ tangible + intangible ”

loyal customers

General Base of Stimuli

loyal customers

General Base of Stimuli

loyal customers

Neutral / Negative

Facilitate (positive)

Facilitate (positive)

Behavior

Behavior

Pleasure

Functional

Aesthetic

“ E = f (P, B) “

Behavior

P A D

Happy/unhappy, pleased/annoyed

, satisfied/dissatisf

ied,etc.

Stimulated/relaxed,

excited/calm, etc.

Controlling/controlled,

influential/influenced, etc.

The Impact of Emotions

Physical Exploratory Communication

Performance & Satisfaction

“ Deter “

Approach – Avoidance Theory

Behavior

“ Attract “

APPROACH-AVOIDANCE THEORY

› Lack of conceptual development (Bitner 1992; Donovan and Rositter 1982), thus necessitating calls for further study (e.g., Becker 1981; Bitner 1990 1992; Cronin 2003; Donovan and Rossiter 1982; Hoffman and Turley 2002; Hutton and Richardson 1995; Kotler 1973).

› Minimal conceptual advances in consumption settings (Bitner 1992) and its impact on customers’ purchase decisions (Cronin 2003).

› Too much focus on single servicescape elements , little is known about the global configurations of aspects of the servicescape (Everett et al. 1994).

Previous Research Limitations

Advanced Psychology

Architecture

Interior Design

ServicescapeOrganizational Studies

Wider Aspects of Servicescape

Organizational Studies

Approach – Avoidance Behavior

Climate

Culture

Employees

Customer

SOCIAL

DIMENSION

Wider Aspects of Servicescape

The Research Agenda

• Climate & Culture

• Online context

• Optimal atmospheres (deep need of longitudinal studies)

• Constructivist approach (the dominance factor – customer input on servicescape)

• Servicescape effects on employees’ motivation, satisfaction, and productivity