Exploring internal mechanisms forming customer servicescape experiences

Abstract

PostprintThis is the accepted version of a paper published in Journal of Service Management. This paper has been peer-reviewed but does not include the final publisher proof-corrections or journal pagination.Citation for the original published paper (version of record):Pareigis, J., Echeverri, P., Edvardsson, B. (2012) Exploring internal mechanisms forming customer servicescape experiences. Journal of Service Abstract:Purpose -The aim of this paper is to explore customer interactions with servicescapes and to explain in more depth the internal mechanisms that form the customer service experience. Design/methodology/approach -The paper draws on an empirical study of customers using Swedish public transport systems. Data collection is based on a micro-ethnographic approach, using think-aloud protocols and video documentation. Findings -The results from the empirical study contribute with a framework of three constellations of activities and interactions: namely, identifying, sense-making, and using, which, depending on the empirical context, form two main customer process practicesnavigating and ticketing. These constructs are theoretical and have implications for service research in the sense that they explain how customer experiences are formed. Practical implications -Managers should focus on making the servicescape design intuitive, meaningful and easy to use for their customers and, depending on the empirical context, support the customer processes of finding one's way and ticketing. Limitations/Future research -While the conceptual framework is arguably applicable also to other servicescape processes and thus has the capacity to explain how a wide range of customer experiences are formed, the study is based on one industry. Consequently, it would be worthwhile to verify our framework in different service settings. Originality/value -The study is novel by applying a micro-ethnological research approach in order to provide a systematic empirical analysis of how constellations of activities and interactions in servicescape processes create customer responses and thus form the customer's service experience.

Social layers of customer-to-customer value co-creation

“…Thus, the inter-subjective (i.e., mutual or dyadic co-creation between two and more customers) and collective (i.e., co-creation experiences shared among a group of community of customers) value dimensions also need to be explored (Edvardsson et al, 2011;Pareigis et al, 2012;Voima et al, 2010).…”

The role of servicescape as a driver of customer value in experience-centric service organizations: the Dragon Football Stadium case

“…Servicescapes are particularly important in environments where there is limited or no interaction with employees and the customer spends considerable time (Hightower, Brady, & Baker, 2002). Servicescapes not only influence the customer' value creation, but also have an impact on their future purchasing and consumption behavior (Pareigis et al, 2012). This is particularly true in experience-centric service organizations (Voss, Roth, & Chase, 2008).…”

“…Besides enabling service operations, servicescapes serve as stimuli themselves, by providing cues (Pine & Gilmore, 1998) that create, influence, and enable the experience (Sandström, Edvardsson, Kristensson, & Magnusson, 2008). Servicescapes not only influence the customer' value creation, but also have an impact on their future purchasing and consumption behavior (Pareigis, Echeverri, & Edvardsson, 2012).…”

A Transformative Service View on the Effects of Festivalscapes on Local Residents' Subjective Well-Being

“…Second, this study addresses a theoretical gap, showing that place attachment is a significant partial mediator of local residents' value cocreation behaviors, which impacts their subjective wellbeing. While studies have asserted that customer value cocreation behaviors are essential for driving service sustainability (Chou & Yuan, 2015;Edvardsson, Tronvoll, & Gruber, 2011;Pareigis, Echeverri, & Edvardsson, 2012), there has been little research for this, nor into how to better drive customer value cocreation behaviors. Our study showed that festival environmental cues and place attachment are both important determinants of local residents' value cocreation behavior; however, a direct and indirect effect of festival environmental cues through place attachment on value cocreation behavior should also be considered.…”