Servicescapes: The Impact of Physical Surroundings on Customers and Employees
| Type | Journal |
|---|---|
| Author(s) | Bitner,M. J. |
| Publication year | 1992 |
| URL (web address) | Not located online |
| Notes | ID: BITNER1992; The original paper which launched the concept of the servicescape as a marketing concept to explore the impact of physical surroundings on both customers and employees. As has been observed elsewhere businesses where customer, or employee, reaction to a facility is immediate do not have a problem managing same or judging its impact. Extension of the concept to offices merits development, though a July (2002) Google search revealed only 17 hits on the combination of Bitner, Servicescape and Office. In summary the servicescape is conceived as generated by a combination of Ambient Conditions, Space and Function and "Signs, Symbols and Artefacts" influencing the cognitive, emotional and physiological responses of employees and customers to generate either avoidance or approach behaviours and the overall social interaction among both groups. The framework has much to commend it to research into office work places. |
| Publication | Journal of Marketing |
| Volume | 56 |
| Issue | April |
| Start page | 57 |
| End page | 71 |
| Relevance to practice | High |
| Ease of application | Moderate |
| Stage of application | Design and Evaluation |
| Evidence base | Has become widely accepted in customer responsive industries |
| Readability | High |
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