What is a servicescape?
The physical environment plays a significant role in shaping the concept of customers, both positive and negative. Businesses can modify their service limits to suit customer expectations and influence customer perceptions. This understanding will motivate customers to act in a particular way.
A servicescape is a model responsible for describing the behavior of customers and clients in the service environment. It helps to analyze and identify the impact of a positive environment in the service-based industry. Servicescape deals on the site where the service is used or distributed and where the company and the customer interact. It has a strong influence on customer evaluation, perception, and feedback. The various elements that affect the servicescape are as follows:
- Facility exterior elements like landscape, parking, and exterior design.
- Facility interior factors like music, layout, and equipment.
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