Servicescape
Evaluating a servicescape: the effect of cognition and emotion
Ingrid Y. Lin
Servicescape is a topic that focuses on the physical evidence of an organization. Everything from the exterior of a company to their interior and employees is an attribute of servicescape. The topic deals with the impression created by the company in the eyes of the customer walking in to the company. Whatever the customer sees is what they will perceive is the basic idea of servicescape in a company. In addition to the physical evidence, there are behaviors and internal responses to the servicescape that comes from within a customer. The internal response deals with the effect of cognition and emotion. This article gives us a great idea on how the customer perceives a company’s servicescape. It debates between what comes first to a customer cognition or emotion. Researchers have evaluated both perspectives; no definite resolution was reached because some argue that cognitive response precede before emotional and some argue the opposite where emotional state precede cognitive during their evaluation. The role of perception is immensely described in the article. Perception in an individual is derived from their surrounding environment, their past experiences, expectations, and motives. This perception leads them to create a picture of the company as whole stimuli. The article talks about Gestalt psychology, a term derived from German meaning whole configuration. This approach emphasizes the role of whole overall structure; it believes that perception of the whole dominates perception of its parts. It states that a customer looks beyond just one particular thing, but focuses also on the surroundings and specific aspects. This article discusses the examination of various visual components. The components within a servicescape include color, lighting, space and function, personal artifacts and plants, and layout and design. The first four being most crucial and having the most affect
Ingrid Y. Lin
Servicescape is a topic that focuses on the physical evidence of an organization. Everything from the exterior of a company to their interior and employees is an attribute of servicescape. The topic deals with the impression created by the company in the eyes of the customer walking in to the company. Whatever the customer sees is what they will perceive is the basic idea of servicescape in a company. In addition to the physical evidence, there are behaviors and internal responses to the servicescape that comes from within a customer. The internal response deals with the effect of cognition and emotion. This article gives us a great idea on how the customer perceives a company’s servicescape. It debates between what comes first to a customer cognition or emotion. Researchers have evaluated both perspectives; no definite resolution was reached because some argue that cognitive response precede before emotional and some argue the opposite where emotional state precede cognitive during their evaluation. The role of perception is immensely described in the article. Perception in an individual is derived from their surrounding environment, their past experiences, expectations, and motives. This perception leads them to create a picture of the company as whole stimuli. The article talks about Gestalt psychology, a term derived from German meaning whole configuration. This approach emphasizes the role of whole overall structure; it believes that perception of the whole dominates perception of its parts. It states that a customer looks beyond just one particular thing, but focuses also on the surroundings and specific aspects. This article discusses the examination of various visual components. The components within a servicescape include color, lighting, space and function, personal artifacts and plants, and layout and design. The first four being most crucial and having the most affect