Servicescape Is

Servicescape Is

Hans Ragnar Lennart Allmér (Linnaeus University, Sweden)
DOI: 10.4018/978-1-7998-1970-7.ch001

Abstract

This chapter focuses on servicescape in the context of physical servicescape and digital servicescape. It also highlights service and digital service. Within the framework of gamification, it is important to have an understanding for and knowledge of what is of importance when developing and providing services delivered in servicescapes, physical or digital, to customers. Hence, the focus also lies on co-creation between the three main stakeholders, the developer, the provider, and the customer. Finally, the chapter contains some suggestions built on previous research on the group of young elderly (age group 60 – 75), but that can be beneficial when working with other target groups.
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Definition

Services can be distinguished from goods though they are intangible, inseparable, variable, and perishable (Grönroos, 1998; Solomon, Marshall, Stuart, Mitchell, & Barnes, 2013).

  • Intangible means that the service is for example not possible to see, touch or smell.

  • Inseparable means that service cannot be separated from the provider.

  • Variable means that the quality of the service depends on who, how, where, and when it is provided.

  • Perishable means that service cannot be stored.

Grönroos (2015, p. 51) discusses service and highlights “two classifications:

  • 1.

    High-touch/ high-tech service.

  • 2.

    Discretely/continuously rendered service.”

    • High-touch service is dependent on people providing the service

    • High-tech service is based on physical resources e.g. information technology

    • Continuously rendered service is an existing stream between provider and customer.

A definition of servicescape contains the view of a landscape where the interaction occurs. The servicescape can be interpreted as where the service providers and the service users meet and interact (Booms & Bitner, 1981). In line with providing service, servicescape emerged and can be seen as a place where services are offered and consumed. Initially servicescape was regarded as a physical servicescape. Nowadays, due to the development of the Internet, a digital servicescape where digital services are provided and consumed has emerged. The emergence of the digital landscape does not mean that the physical and digital landscapes exist separately, but often both are needed. A well-designed combination of the two can form a recipe for success for the provider as well as the user (Allmér, 2018). Servicescapes can be divided into physical servicescape, digital servicescape and a combination of the two (Allmér, 2018).

  • Physical servicescape (e.g. a grocery store or dental practice)

  • Digital servicescape (e.g. a game on a smartphone or a visit to a doctor by an app)

  • A combination of the physical and digital servicescape (e.g. visit to a doctor and during the medical examination using the Internet to understand the doctor’s advice and prescription)

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History

In this section the history of services, digital services, servicescape, and digital servicescape are presented. Providing and giving service is something that human beings have probably done since they first started interacting. Providing and giving service includes and involves both parties where one performs service and the other consumes the service offered.

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