How Servicescape enhances service quality

Abstract: 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 multipurpose-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.