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Uncovering Dimensionality in the Servicescape: Towards Legibility

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  • Andrew J. Newman

Abstract

The type and level of service offered in the service sector is relatively homogenous, and notoriously difficult to distinguish. Company servicescapes are important differentiators and indicators of quality vis-à-vis image and competence. The paper develops an exploratory and conceptual framework that delineates the dimensions of service environments, emphasising those factors that can be successfully manipulated by management. Fieldwork examined a dynamic service environment and analysis revealed that the legibility of the setting (e.g., clear signage and spatial appearance) influenced peoples' moods generally. Analysis suggested that general layouts and legible signage help to induce positive moods, and therefore positive images of the service providers.

Suggested Citation

  • Andrew J. Newman, 2007. "Uncovering Dimensionality in the Servicescape: Towards Legibility," The Service Industries Journal, Taylor & Francis Journals, vol. 27(1), pages 15-28, January.
    • Handle: RePEc:taf:servic:v:27:y:2007:i:1:p:15-28
    DOI: 10.1080/02642060601038601
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    Cited by:

    1. Mason, Michela C. & Paggiaro, Adriano, 2012. "Investigating the role of festivalscape in culinary tourism: The case of food and wine events," Tourism Management, Elsevier, vol. 33(6), pages 1329-1336.
    2. Sunran Jeon & Min-su Kim, 2012. "The effect of the servicescape on customers’ behavioral intentions in an international airport service environment," Service Business, Springer;Pan-Pacific Business Association, vol. 6(3), pages 279-295, September.
    3. Diogo Conque Seco Ferreira & Jorge Mendes Oliveira-Castro, 2010. "Effects of background music on consumer behaviour: behavioural account of the consumer setting," The Service Industries Journal, Taylor & Francis Journals, vol. 31(15), pages 2571-2585, September.
    4. Quintal, Vanessa Ann & Thomas, Ben & Phau, Ian, 2015. "Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries," Tourism Management, Elsevier, vol. 46(C), pages 596-609.
    5. Tuğçe Ozansoy Çadırcı & Arif Emre Akmaz, 2017. "The Impact of Healthscape on Customer Satisfaction and Loyalty in Public and Private Healthcare Institutions," Yildiz Social Science Review, Yildiz Technical University, vol. 3(1), pages 81-96.
    6. Jieun Han & Hyo-Jin Kang & Gyu Hyun Kwon, 2018. "A Systematic Underpinning and Framing of the Servicescape: Reflections on Future Challenges in Healthcare Services," IJERPH, MDPI, vol. 15(3), pages 1-24, March.
    7. (Daisy) Lyu, Jing & Krasonikolakis, Ioannis & Vrontis, Demetris, 2022. "A systematic literature review of store atmosphere in alternative retail commerce channels," Journal of Business Research, Elsevier, vol. 153(C), pages 412-427.
    8. Collins Opoku Antwi & Jun Ren & Wenyu Zhang & Wilberforce Owusu-Ansah & Michael Osei Aboagye & Emmanuel Affum-Osei & Richard Adu Agyapong, 2022. "“I Am Here to Fly, but Better Get the Environment Right!” Passenger Response to Airport Servicescape," Sustainability, MDPI, vol. 14(16), pages 1-24, August.
    9. Marjan Shayestefar & Mahdieh Pazhouhanfar & Clarine van Oel & Patrik Grahn, 2022. "Exploring the Influence of the Visual Attributes of Kaplan’s Preference Matrix in the Assessment of Urban Parks: A Discrete Choice Analysis," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    10. Kwon, Ryeok-Hwan & Kim, Kwang-Jae & Kim, Ki-Hun & Hong, Yoo-Suk & Kim, Bohyun, 2015. "Evaluating servicescape designs using a VR-based laboratory experiment: A case of a Duty-free Shop," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 32-40.

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