This study aims to examine the evolution of the Servicescape concept over three decades of scholarship and introduces a Multi-Dimensional Servicescape Model that reflects emerging stakeholder needs and design priorities.
A systematic literature review of 261 peer-reviewed articles published between 1992 and 2024 was conducted. The review identifies four phases in the conceptual development of Servicescape research and synthesizes key environmental dimensions examined across contexts.
The review traces the shift from foundational focus on physical design to more holistic perspectives incorporating sensory, symbolic and co-created experiences. The resulting model integrates six dimensions, physical, social, technological, symbolic, natural and spiritual, and adopts a multi-stakeholder lens that includes consumers, employees and communities. It links environmental cues to cognitive, emotional and behavioral responses, generating stakeholder-specific outcomes such as satisfaction, loyalty, emotional well-being and civic belonging.
The findings offer service managers a framework for designing emotionally resonant, inclusive and technologically adaptive environments that support satisfaction, loyalty and well-being for both consumers and employees.
The model encourages service designs that promote emotional well-being, inclusion and civic belonging. By addressing the needs of consumers, employees and communities, it supports accessible and culturally sensitive environments in sectors such as healthcare, education and public services.
The model extends prior frameworks by incorporating underexplored dimensions (e.g. spirituality, biomorphism), addressing calls for inclusive and transformative service environments. It provides a flexible foundation for empirical testing and contributes to the structured conceptual development of Servicescape as a distinct domain within service research.
