Perceived Servicescapes: A Configural View & Implications for Behavioural Intentions

The extant literature in services provides ample evidence of the significant impact servicescapes have on consumers’ emotions, perceptions, and behaviour. Nonetheless, many empirical studies have produced quite controversial findings on the structure of the relationships hampering thus a clear interpretation of how the elements comprising servicescapes interplay to produce this effect. The present paper seeks to address this issue through a large survey investigation. Based on the results from this investigation we show that the configural approach in explaining how consumers perceive the elements of the service environment is more appropriate than any other conceptualisation. Moreover, building on relevant theoretical arguments, the findings also produce a clearer picture regarding the structure of the relationships between environmental stimulation, emotional reactions, and cognitive evaluations.