An Expanded Servicescape Framework as the Driver of Place Attachment and Word of Mouth

Abstract

The purpose of this study is to identify the effects of other customers on consumption behavior in shared consumption environments. The proposition is put forth that, like other factors that make up the consumption atmosphere, the mere presence of other customers has a significant impact on customers' attachment to service organizations. Accordingly, this research proposes a framework that specifies the nature of the relationships among customer homogeneity in the social servicescape, company identification, place attachment, and word-of-mouth referral. To test the hypotheses, data were collected from a sample of 1,094 restaurant patrons in the United States. Results of structural equation analyses supported the overall contention that, in addition to the traditionally identified aspects of the servicescape (e.g., facility attractiveness, ambient conditions, seating comfort, and layout), the mere presence of others can affect the extent to which individuals perceive feelings of attachment to the restaurant. This relationship is demonstrated to take place via the mediating effect of company identification.

The socially distant servicescape: An investigation of consumer preference’s during the re-opening phase

“…However, researchers have also noted that Bitner’s (1992) three dimensions are not entirely inclusive of the aspects of the servicescape, as such there have been myriad studies assessing various other aspects of the servicescape. In light of the current COVID-19 pandemic there are a few very specific aspects that other researchers have assessed within the servicescape and those are cleanliness ( Barber and Scarcelli, 2010 ; Barber et al, 2011 ), and the social servicescape ( Line et al, 2018 ) in particular how the social servicescape and physical servicescape intersect with regard to density ( Hanks et al, 2017 ).…”

“…The social servicescape relates directly to the other individuals within a given consumption environment ( Tombs and McColl-Kennedy, 2003 ) and has been shown to significantly influence consumer behaviors ( Line et al, 2018 ). Density in the traditional physical servicescape (i.e., built density) refers directly to Bitner’s (1992) dimension of spatial layout and functionality.…”

Re-placing place in marketing: A resource-exchange place perspective

“…The reason is that third places often serve as forums for consumers' social relationships; thus, patronage provides consumers with a sense of community. Indeed, consumers' mere sense of being among social units in service establishments often grants them feelings of community, security, and safety (Line, Hanks, & Kim, 2015).…”

Using servicescape to manage student commitment towards a higher education institution

“…The term 'servicescape' is often used to describe the physical environment in which a service is delivered (Line, Hanks and Kim 2015), and traditionally include three reflective elements: spatial layout and functionality; ambient conditions; and signs, symbols and artefacts (Bitner 1992). However, recent research suggests that two additional components should be added to the servicescape mix, namely 'virtual servicescape' (Rafaeli and Vilnai-Yavetz 2004) and 'social servicescape' (Tombs and McColl-Kennedy 2003).…”