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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

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<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...

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Published in: Marketing Intelligence and Planning
ISSN: 0263-4503
Published: Emerald 2008
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URI: https://cronfa.swan.ac.uk/Record/cronfa5151
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fullrecord <?xml version="1.0"?><rfc1807><datestamp>2018-03-05T10:43:15.3744961</datestamp><bib-version>v2</bib-version><id>5151</id><entry>2011-10-01</entry><title>Servicescape Matters &#x2013; Or Does It? The Special Case of Betting Shops</title><swanseaauthors><author><sid>9470d0b291ef0d2c4dc6b1cd40a0bd2f</sid><firstname>Antje</firstname><surname>Cockrill</surname><name>Antje Cockrill</name><active>true</active><ethesisStudent>false</ethesisStudent></author></swanseaauthors><date>2011-10-01</date><deptcode>BBU</deptcode><abstract>&lt;p&gt;&lt;strong&gt;Purpose&lt;/strong&gt; &#x2013; 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.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Design/methodology/approach&lt;/strong&gt; &#x2013; 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.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Findings&lt;/strong&gt; &#x2013; 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.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Research limitations/implications&lt;/strong&gt; &#x2013; 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 &#x201C;shops.&#x201D; Furthermore, this paper could also be used as the basis for further research on the e-servicescape of the online gambling industry.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Practical implications&lt;/strong&gt; &#x2013; 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.&lt;br /&gt;&lt;br /&gt;&lt;strong&gt;Originality/value&lt;/strong&gt; &#x2013; No prior empirical research has been found in this area.&lt;/p&gt;</abstract><type>Journal Article</type><journal>Marketing Intelligence and Planning</journal><volume>26</volume><journalNumber>2-3</journalNumber><paginationStart>189</paginationStart><paginationEnd>206</paginationEnd><publisher>Emerald</publisher><issnPrint>0263-4503</issnPrint><keywords>Consumer behaviour; Services; Betting shops; United Kingdom</keywords><publishedDay>31</publishedDay><publishedMonth>12</publishedMonth><publishedYear>2008</publishedYear><publishedDate>2008-12-31</publishedDate><doi>10.1108/02634500810860629</doi><url>http://www.emeraldinsight.com/journals.htm?issn=0263-4503&amp;amp;volume=26&amp;amp;issue=2&amp;amp;articleid=1717797&amp;amp;show=abstract</url><notes>&lt;p&gt;Selected for peer reviewed Emerald Reading List Service.&lt;/p&gt;</notes><college>COLLEGE NANME</college><department>Business</department><CollegeCode>COLLEGE CODE</CollegeCode><DepartmentCode>BBU</DepartmentCode><institution>Swansea University</institution><apcterm/><lastEdited>2018-03-05T10:43:15.3744961</lastEdited><Created>2011-10-01T00:00:00.0000000</Created><path><level id="1">Faculty of Humanities and Social Sciences</level><level id="2">School of Management - Business Management</level></path><authors><author><firstname>Antje</firstname><surname>Cockrill</surname><order>1</order></author><author><firstname>Mark</firstname><surname>Goode</surname><order>2</order></author><author><firstname>Daniel</firstname><surname>Emberson</surname><order>3</order></author></authors><documents/><OutputDurs/></rfc1807>
spelling 2018-03-05T10:43:15.3744961 v2 5151 2011-10-01 Servicescape Matters – Or Does It? The Special Case of Betting Shops 9470d0b291ef0d2c4dc6b1cd40a0bd2f Antje Cockrill Antje Cockrill true false 2011-10-01 BBU <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> Journal Article Marketing Intelligence and Planning 26 2-3 189 206 Emerald 0263-4503 Consumer behaviour; Services; Betting shops; United Kingdom 31 12 2008 2008-12-31 10.1108/02634500810860629 http://www.emeraldinsight.com/journals.htm?issn=0263-4503&amp;volume=26&amp;issue=2&amp;articleid=1717797&amp;show=abstract <p>Selected for peer reviewed Emerald Reading List Service.</p> COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2018-03-05T10:43:15.3744961 2011-10-01T00:00:00.0000000 Faculty of Humanities and Social Sciences School of Management - Business Management Antje Cockrill 1 Mark Goode 2 Daniel Emberson 3
title Servicescape Matters – Or Does It? The Special Case of Betting Shops
spellingShingle Servicescape Matters – Or Does It? The Special Case of Betting Shops
Antje Cockrill
title_short Servicescape Matters – Or Does It? The Special Case of Betting Shops
title_full Servicescape Matters – Or Does It? The Special Case of Betting Shops
title_fullStr Servicescape Matters – Or Does It? The Special Case of Betting Shops
title_full_unstemmed Servicescape Matters – Or Does It? The Special Case of Betting Shops
title_sort Servicescape Matters – Or Does It? The Special Case of Betting Shops
author_id_str_mv 9470d0b291ef0d2c4dc6b1cd40a0bd2f
author_id_fullname_str_mv 9470d0b291ef0d2c4dc6b1cd40a0bd2f_***_Antje Cockrill
author Antje Cockrill
author2 Antje Cockrill
Mark Goode
Daniel Emberson
format Journal article
container_title Marketing Intelligence and Planning
container_volume 26
container_issue 2-3
container_start_page 189
publishDate 2008
institution Swansea University
issn 0263-4503
doi_str_mv 10.1108/02634500810860629
publisher Emerald
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://www.emeraldinsight.com/journals.htm?issn=0263-4503&amp;volume=26&amp;issue=2&amp;articleid=1717797&amp;show=abstract
document_store_str 0
active_str 0
description <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>
published_date 2008-12-31T03:06:07Z
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score 11.012678

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