The document discusses factors that influence customer perception of servicescapes. It presents a model showing that tangible aspects like space, signs, and technology impact customers cognitively, affectively, and physiologically. This mediates their perception of service quality, satisfaction, and loyalty. Both micro-level variables like personality and macro-level socio-cultural influences are important to consider in research. The model aims to understand how physical surroundings shape customer and employee experiences.

2. Reference
• Servicescapes : Impact of physical surroundings on customers
and employees
By Mary Jo Bitner
• European Journal of Marketing Emerald Article: The impact
of servicescape on quality perception
By Anja Reimer, Richard Kuehn
• The Impact of Technology on the Quality-Value-Loyalty Chain:
A Research Agenda
A. Parasuraman & Dhruv Grewal
• Evaluating Serviceability of Healthcare Servicescapes:Service
Design Perspective
By Seunghae Lee Purdue University, West Lafayette, U.S.A.
• Evaluating a servicescape: the effect of cognition and emotion
By Ingrid Y. Lin*

3. Antecedents Mediator Moderator Consequence
Micro-perspective:
Personality traits
Expectations
Service Quality Goal behaviors
Reliability Cognitive-style
Responsiveness Involvement
Assurance
Empathy
Accessibility
Tangibles Customer Satisfaction
Technology Cognitive Customer Loyalty
Space Affective/ Recurring
Signs Emotional Transactions
Symbols Physiological Strong Brand Equity
Artifacts Atmospheric +ve Word of Mouth
Temperature
Air Quality
Music Macro-Perspective:
Noise Socio-cultural
Odor Individualism vs.
collectivism
Demographics
(generation gap)
Aesthetics

4. • Tangibles
– as to how the things seen/ felt affect your experience
about the service.
– physical realm of the service encounter, concerning things.
eg:- Hospitals- the arrangement of the waiting rooms.
• Technology
- how effective use of technology is made.
- how the employee is effective in using technology while
experiencing service.
e.g.- re-inventing customer service with mpos (mobile
point of sale). A mobile payment reader can be
enabled anytime

5. • Space/ Layout
– Different layout of furnishing, product display.
– Making it easy for the customer for service experience
that aims to save time.
– E.g.- Display of related products in retails shop (self
servicing activities). Shaving cream and razors placed
aside each other, an unidentified experience.
– In fast food restros- menus posted above cash
counter.
• Sign, symbols and artifacts
– To create an overall aesthetic impression for the
visitor and a pleasant workplace for the employee.
– E.g.-In resorts and amusements parks proper use of
sign and symbols.
Model

6. Cognitive Physiological
• Perception • Pain
• Reasoning
• Awareness • Comfort
• Judgment • Movement
• Beliefs • Physical fit
• Categorization • Ergonomics
• Symbolic Meaning
Affective/Emotional
• Moods
• Feelings
• Attitude Model

7. • Micro-perspective implies consideration of
issues that affect perception at the individual
level.
• This includes:
variables such as personality traits,
preconception expectations,
goal behaviors, and
cognitive style in research projects
Model

8. Contd..
• The macro-perspective directs research
attention to issues that are outside of the
individual.
• This includes :
socio-cultural influences  Feng-Shui
principles, individualism vs. collectivism and
aesthetic effects interior decor and design
Model

9. Model