Servicescapes: The role that place plays in stay‐at‐home mothers’ lives

Abstract

ABSTRACT Over the past decade, increasing attention has been paid to gender‐related consumption behaviour. However, a relative gap in our knowledge still exists when it comes to understanding the changes that occur as a result of motherhood and how this may influence their interactions in the retail environment. The purpose of this article is to explore stay‐at‐home mothers’ experiences in the servicescape to gain a better understanding of how they associate with servicescapes during this transitional period, how they use retail space to suit their needs, and how they use retail space to negotiate their role as a stay‐at‐home mother. Five stay‐at‐home mothers with children younger than 5 years were provided with disposable cameras and asked to photograph servicescapes that they visited regularly. Over a 1‐year period, they were interviewed several times, and photo‐elicitation techniques were used throughout the interviewing process. The results of this study suggest that when consumers undergo role or identity changes, certain places can be used to smooth this process. Not only can the retail environment be used as a coping mechanism for stay‐at‐home mothers, it can also be viewed as a “second place” as opposed to a “third place”, thus enabling isolated consumers to feel connected with the outside world. Last, this study highlights the temporal dimensions of place. Throughout one's lifetime, one will form attachments to and patronise different places, which will evolve and change as individuals, accordingly, take on different roles and identities. Copyright © 2012 John Wiley & Sons, Ltd.

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