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date: 10 August 2022


A Dictionary of Marketing

Charles Doyle

A framework, developed by Mary Jo Bitner in 1994, which demonstrates the relationship between the physical ambience and place and its impact on service delivery and perception, both for customers and for staff. Also known as service setting, the framework takes account of ambience, temperature, lighting, furnishings, colour, scent, music, and use of space on the quality, delivery, and perception of services. It also examines the stimuli acting on staff and customer psychology caused by the physical setting and environment. The servicescape is particularly important in services marketing because of the unique characteristics of services, particularly their intangibility and perishability, the inseparability of production and consumption, and heterogeneity in delivery quality.... ...

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