Uncovering Dimensionality in the Servicescape: Towards Legibility

Abstract

The type and level of service offered in the service sector is relatively homogenous, and notoriously difficult to distinguish. Company servicescapes are important differentiators and indicators of quality vis-à-vis image and competence. The paper develops an exploratory and conceptual framework that delineates the dimensions of service environments, emphasising those factors that can be successfully manipulated by management. Fieldwork examined a dynamic service environment and analysis revealed that the legibility of the setting (e.g., clear signage and spatial appearance) influenced peoples' moods generally. Analysis suggested that general layouts and legible signage help to induce positive moods, and therefore positive images of the service providers.

Notes

1. The Scree test is used to identify the optimum number of factors that can be extracted before the amount of unique variance begins to dominate the common variance structure (Cattell, 1966). A cut-off point or the point at which the slope of the line changes illustrated this graphically.