Purpose

The purpose of this paper is to review what one knows – and does not know about servicescape and experiencescape. The paper provides a comprehensive conceptualization, discussion of the servicescape and experiencescape and calls for the need for a collective focus of servicescape and experiencescape for the service industry.

Design/methodology/approach

This conceptual paper analyzes multiple literature studies related to servicescape, experiencescape and other related concepts such as service quality and customer experience for building a comprehensive framework that draws knowledge from both servicescape and experiencescape in an effort to create a collective focus.

Findings

Prior research on the components of servicescape and experiencescape raises more questions than answers. The findings of this study highlight the importance of technology as one of the key components of experiencescape to motivate customers to engage in the consumption environment. Furthermore, the proposed conceptual framework provides a detailed discussion and highlights the importance of using servicescape and experiencescape concepts together as a collective framework to bring about greater benefits to the service industry. The proposed framework suggests that these concepts are not only collective but also interrelated.

Research limitations/implications

Technology is not a tool but an important partner for the firm to create the experience. It can bring together marketing, management and operations within the organization to collectively focus on the customer. Collectively designed servicescape and experiencescape will create lasting memories and emotional connections with customers.

Practical implications

Service organizations can develop smart experiencescapes that positively influence customer value cocreation and heighten customer experience by utilizing technology. Managers are advised to understand consumers' emphasis on technological personalization, aesthetics, functionality, interactivity and social presence while participating in cocreation. Technologies may improve the experience by incorporating real-time and less-restrained interactions between consumers and the service organization.

Originality/value

This paper synthesizes insights from the extant literature related to servicescape, service quality, customer experience and experiencescape. Further, it helps to extend the current understanding of experiencescape and calls for the need to incorporate technology as one of the key experience components in the experiencescape concept. Furthermore, this study highlights the importance and the need to bring these two concepts together with a collective focus to enhance value for the customer. Thus, it is argued here that the collective focus of servicescape and experiencescape in the service industry will create new opportunities for further research and practical applications.

中文翻译：

---

连接服务景观和体验景观：为服务业创造一个集体焦点

目的

本文的目的是回顾人们对服务景观和体验景观的了解和不了解。本文提供了对服务景观和体验景观的全面概念化和讨论，并呼吁服务行业需要集中关注服务景观和体验景观。

设计/方法/方法

这篇概念性论文分析了与服务景观、体验景观和其他相关概念（如服务质量和客户体验）相关的多项文献研究，以构建一个综合框架，从服务景观和体验景观中汲取知识，努力创造一个集体焦点。

发现

先前对服务景观和体验景观的研究提出的问题多于答案。这项研究的结果强调了技术作为体验景观的关键组成部分之一，以激励客户参与消费环境的重要性。此外，提议的概念框架提供了详细的讨论，并强调了将服务景观和体验景观概念一起作为一个集体框架为服务业带来更大利益的重要性。拟议的框架表明，这些概念不仅是集体的，而且是相互关联的。

研究限制/影响

技术不是工具，而是公司创造体验的重要合作伙伴。它可以将组织内的营销、管理和运营结合起来，共同关注客户。共同设计的服务景观和体验景观将与客户创造持久的记忆和情感联系。

实际影响

服务组织可以开发智能体验景观，积极影响客户价值共创，并通过利用技术提升客户体验。建议管理者在参与共创时了解消费者对技术个性化、美学、功能性、交互性和社交存在的重视。技术可以通过结合消费者和服务组织之间的实时和较少限制的交互来改善体验。

原创性/价值

本文综合了与服务景观、服务质量、客户体验和体验景观相关的现有文献的见解。此外，它有助于扩展当前对体验景观的理解，并呼吁需要将技术作为体验景观概念中的关键体验组件之一。此外，这项研究强调了将这两个概念结合在一起以提高客户价值的重要性和必要性。因此，这里认为服务业中服务景观和体验景观的共同关注将为进一步的研究和实际应用创造新的机会。