Servicescape Model Essay

Introduction (Academic context to support your investigation)

The importance of physical environment on customers is widely recognised by managers and mentioned in many service industry. It is true that customers will make use of a service enterprise if they perceive that the service provided will be of high quality (Brady & Cronin, 2001). According to Abdullah Rosario (2009), quality of services delivered plays considerably a major role in shaping and manipulating customer satisfaction. With customer satisfaction comes positive customer behaviour. It is highly visible in the service sectors such as restaurants, hotels, retails, hospitals and bank.

One important aspect regarding perception of servicescape includes the study of the physical environment in which the services are delivered. The servicescape model helps management develop a strategy to impress their first-time or regular customers. However, managers often restructure these elements but are often not fully utilising it. It is important for service managers to understand that the quality

>> This study has the aim of increasing the current level of theoretical understanding concerning the influential role of servicescape in the determination of customer’s behaviour and highlighting the usefulness of servicescape.

The remainder of the paper will uncover a brief overview of of the servicescape and findings from other literatures are reviewed and discussed. the literature review in continued throughout the hypothesis development section.

Qualitative methodology and key findings.

Review of Literature - Servicescape definition and