Servicescape research: A review and a research agenda

Bitner (1992) coined the term 'servicescapes' in reference to the physical surroundings as fashioned by service organizations to facilitate the provision of service offerings to customers. Unfortunately, the influence exerted by servicescapes has barely been tapped as a tangible organizational resource. Indeed, while theorists are universal in their recognition of the importance of servicescape, there is a dearth of empirical research into the phenomenon. The aim of this paper is to supply a critical review of contemporary research into servicescapes. Through providing an historical overview of extant studies, as well as a synthesis of current thought, an agenda for research emerges that provides the basis for future studies into this crucial and yet often neglected aspect of services.