How Servicescape Enhances Service Quality

By Anthony Perrone.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In Australia, much like other western cultures, the economy is very competitive and service providers are finding it difficult to differentiate between competitors by price, location or specific product attributes. The physical environment or servicescapes in a marketing setting is an on going focus of marketing academics who are interested in examining its affect and influence on customer response behaviours for over three decades. This paper reports on an empirical study of the potential significance of the inclusion of the servicescape in service settings. A study was undertaken at a multi purpose-sporting club to measure the effect on servicescape on customer perceptions of satisfaction. The results contribute to marketing theory by showing that the inclusion of the servicescape variable strengthens the model relating service quality with customer satisfaction.

Keywords: Servicescape, Service Quality, Customer Satisfaction

International Journal of Knowledge, Culture and Change Management, Volume 9, Issue 2, pp.103-112. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.131MB).

Dr. Anthony Perrone

Lecturer in Marketing, School of Commerce & Marketing, Central Queensland University, Rockhampton, Queensland, Australia

Lecturer in Marketing with thesis currently under examination for PhD. Currently undergrad course coordinator/lecturer for Customer Relationship Marketing and Marketing Principles. Post-grad course coordinator for Integrated Marketing Communications. Conducted research for Australian national retailer Hudsons Coffee. Developed and taught marketing courses on: principles of marketing, consumer behaviour, selling process and entrepreneurship. Qualifications as a clinical counsellor for the Australian Counselling Association (ACA) with a degree in Psychology, Association of Massage Therapists (AMT) with a degree in Remedial Therapy, Certifications as a secondary and primary teacher and in Assessment and Workplace Training in Business Management. Have been in executive management, working for Fred Hayman, the creator of Giorgio Beverly Hills as a VP, and specialty store retailers Neiman Marcus in the USA and David Jones in Australia. Started a successful Mexican frozen food company, which introduced this specialty food to Australia winning two national food product awards. Imported American designer fragrances to Australia placing products in over 700 retail stores. Enjoys playing tennis, yoga, biking, the beach, camping, and helping and healing those in need.

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