The Servicescape and the Social Role It Plays in Consumers’ Lives

Retail literature has tended to focus on the physicality of “place”, whereas in other disciplines “place” has been viewed in terms of its temporal, spatial, natural, and social dimensions. The purpose of this study was to explore the social dimensions of the servicescape. Women were provided with cameras and instructed to photograph servicescapes that they visited regularly before being interviewed. Although there is a commercial element within this environment, it is not necessarily the primary motive for patronage intentions. Consumers’ non-commercial relationships, and their need for social connectedness may be more important than the products available and service attributes.


Micael-Lee Johnstone and Sarah Todd (2011) ,"The Servicescape and the Social Role It Plays in Consumers’ Lives", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 176-182.


Micael-Lee Johnstone, Victoria University, New Zealand
Sarah Todd, The University of Otago, New Zealand


E - European Advances in Consumer Research Volume 9 | 2011

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