Importance of Servicescape in Services Industries

For services operations, favorable experience at customers’ end evolves when an organization designed and constructed alluring locale. Physical surroundings of service environment often referred as servicescape, firstly introduced by Bitner in 1992, that highly influenced the consumers’ perceptions towards an organization. Servicescape considered as commercial exchanges, embedded cues in consumers’ experiences and are created by taking communicative staging into considerations. Recent literature pointed out significant impact of servicescape in terms of atmosphere, environment, facilities and equipment on satisfaction, intentions to repurchase and word-of-mouth communication. Hitherto, studies did not highlight the importance of servicescape in services industries properly. Hence, the purpose of this research is to explain servicescape, its various dimensions, roles in marketing mix, relationship with service quality, customer experiences and suggested further exploration in servicescape domain.