publication . Article . Other literature type . 2017

Visual service scape aesthetics and consumer response : a holistic model

Kumar, DS; Purani, K; Sahadev, S;
Open Access
  • Published: 11 Sep 2017 Journal: Journal of Services Marketing, volume 31, pages 556-573 (issn: 0887-6045, Copyright policy)
  • Publisher: Emerald
  • Country: Switzerland
Abstract
This paper aims to introduce subjective dimensions of appraising visual servicescape aesthetics and to empirically test their influence on the consumer’s affective responses and preference, thus providing a holistic model to evaluate visual servicescape aesthetics from consumer’s viewpoint. It also tests the moderating role of service contexts in the modelled relationships.,Data was collected from 350 respondents using a laboratory-like experimental design, with one-shot treatment using photographic surrogates of services capes in four different service contexts.,Results indicate the visual servicescape aesthetics dimensions significantly and positively influenc...
Subjects
free text keywords: Marketing, Aesthetics, Pleasure, media_common.quotation_subject, media_common, Servicescape, Social psychology, Business, Affect (psychology), Environmental psychology, Consumer response
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