Exploration of environmental dimensions of servicescapes: a literature review

The present study discusses a plethora of basic and contemporary studies on servicescapes with an objective of bringing out the latest developments and research gaps in the area. The concept of servicescape has gained much importance in the marketing research literature and consultancy arena in the past two decades. It has been established that working closely on the major dimensions of servicescape such as ambient conditions, space/function characteristics, signs, symbols, and artefacts is the key for a successful servicescape. A large number of studies acknowledge the importance of primary research in the development of servicescape. However, most of the studies tend to analyze the interior aspects of a servicescape and there is a lack of studies which would incorporate external factors like architecture, layout and location of the servicescape. Further, there is need of rigorous methodology to establish interaction between environmental dimensions and final behavioral consequences of the consumers and to establish a proper approach towards selection of specific colors, scents and other visual aids which have a definitive effect on the buying behavior of consumers across the cultures