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Servicescape is a concept that was developed by Booms and Bitner[1] to emphasize the impact of the physical environment in which a service process takes place. The concept of servicescape can help assess the difference in customer experience between a fast-food franchise restaurant and a small, family-run restaurant. Whereas the quality of the food may be the same, the customer may perceive higher quality in the latter over the former based on the environment in which the service is provided.

Booms and Bitner defined a servicescape as "the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service".[1]:36

The servicescape includes the facility's exterior (landscape, exterior design, signage, parking, surrounding environment) and interior (interior design and decor, equipment, signage, layout, air quality, temperature and ambiance).



  1. ^ a b Booms, BH; Bitner, MJ (1981). "Marketing strategies and organisation structures for service firms". In Donnelly, J; George, WR. Marketing of Services. Chicago, IL: American Marketing Association. 
  2. ^ Kim, Kyoungtae; Bae, Sungwon; Stringfellow, Don (12 April 2005). The Servicescape in Golf Courses: The Effects of Physical Environment on the Consumers' Internal Response and Behavioral Outcome (Sport Management). 2005 AAHPERD National Convention and Exposition. Chicago, Illinois. Retrieved 20 September 2012. 
  3. ^ Rosenbaum, Mark S.; Wong, Ipkin A. (2007). "The Darker Side of the Servicescape: A Case Study of the Bali Syndrome". International Journal of Culture, Travel, and Hospitality Research 1 (3): 161–174. doi:10.1108/17506180710751696. 
  4. ^ Rosenbaum, Mark S.; Montoya, Detra (2007). "Exploring the Role of Ethnicity in Place Avoidance and Approach Decisions". Journal of Business Research 60 (3): 206–214. 
  5. ^ Rosenbaum, Mark S. (2005). "The Symbolic Servicescape: Your Kind is Welcomed Here". Journal of Consumer Behaviour 4: 257–267. doi:10.1002/cb.9.