Journal article 617 views
Servicescape Matters – Or Does It? The Special Case of Betting Shops
Antje Cockrill,
Mark Goode,
Daniel Emberson
Marketing Intelligence and Planning, Volume: 26, Issue: 2-3, Pages: 189 - 206
Swansea University Author: Antje Cockrill
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DOI (Published version): 10.1108/02634500810860629
Abstract
<p><strong>Purpose</strong> – The concept of servicescape and its effect on consumer behaviour has been studied extensively in numerous areas of retailing. However, the role of servicescape in non-traditional service settings has received comparatively little attention. The aim of...
| Published in: | Marketing Intelligence and Planning |
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| ISSN: | 0263-4503 |
| Published: |
Emerald
2008
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| Online Access: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa5151 |
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| Abstract: |
<p><strong>Purpose</strong> – The concept of servicescape and its effect on consumer behaviour has been studied extensively in numerous areas of retailing. However, the role of servicescape in non-traditional service settings has received comparatively little attention. The aim of this paper is to fill in some of this research gap by testing the effects of servicescape (ambience, layout and functionality) on consumer behaviour within UK betting shops, as part of the wider UK gambling industry.<br /><br /><strong>Design/methodology/approach</strong> – In order to achieve this objective an exploratory research methodology was chosen. Firstly, three betting shops in the same metropolitan area were chosen as the base for interviews with managers and structured observations. This was complemented by fifty semi-structured customer interviews from the same three betting shops. The use of these different methods allowed triangulation and validation of the results.<br /><br /><strong>Findings</strong> – The key finding of this paper are that customers in betting shops appear to be unaffected by some of the elements of the servicescape. However, this research has found that signs, symbols and artefacts were regarded as critically important by consumers.<br /><br /><strong>Research limitations/implications</strong> – Further, larger scale research is needed on the effects of servicescape in environments where consumption behaviour could be considered compulsive. This could includes, e.g. betting shops, arcades, casinos, bingo halls and National Lottery “shops.” Furthermore, this paper could also be used as the basis for further research on the e-servicescape of the online gambling industry.<br /><br /><strong>Practical implications</strong> – Some servicescape elements do not appear to affect betting shop customers greatly, but staff knowledge is important. Therefore, resources should be spent on improving staff knowledge rather than on other elements of the servicescape.<br /><br /><strong>Originality/value</strong> – No prior empirical research has been found in this area.</p> |
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| Item Description: |
<p>Selected for peer reviewed Emerald Reading List Service.</p> |
| Keywords: |
Consumer behaviour; Services; Betting shops; United Kingdom |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
2-3 |
| Start Page: |
189 |
| End Page: |
206 |