This paper aims to introduce subjective dimensions of appraising visual servicescape aesthetics and to empirically test their influence on the consumer’s affective responses and preference, thus providing a holistic model to evaluate visual servicescape aesthetics from consumer’s viewpoint. It also tests the moderating role of service contexts in the modelled relationships.
Data was collected from 350 respondents using a laboratory-like experimental design, with one-shot treatment using photographic surrogates of services capes in four different service contexts.
Results indicate the visual servicescape aesthetics dimensions significantly and positively influence consumers’ affective states of arousal and pleasure. Also, service context moderates the relationship between servicescape aesthetics and affective responses.
As the subjective dimensions of visual servicescape aesthetics are borrowed from environmental psychology and introduced in marketing literature, it is likely to trigger a stream of research in service marketing domain.
Findings provide marketing practitioners insights into servicescape design, evaluation and selection decisions to improve return on such investments.
The study contributes to theory by introducing more appropriate holistic servicescape aesthetics variables borrowed from environment psychology and empirically establishing relationships between them, consumers’ affective responses and preference to the servicescape.
