Article2012

Servicescape interior design and consumers' personality impressions

Ulrich R. Orth · Frauke Heinrich · Keven Malkewitz

45 citations0/0 files storedJournal of Services Marketing

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Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification Architecture, Design, and Social History

Abstract

Purpose The personality impressions evoked by service environments play a key role in attracting and retaining customers. This paper explores the interior design of service and retail environments, and links the designer perspective with the consumer perspective to assist managers in creating and managing interiors for achieving desired responses. Design/methodology/approach The authors propose and test a conceptual model that relates types of interior design to consumer impressions of that environment's personality. Two studies establish holistic types of interiors based on design elements and factors with a sample of professionals, and then link those types to generic impressions evoked with consumers. Findings Store personality relates systematically to five holistic types of interiors. Minimal‐shell interiors score high on unpleasantness, complex‐shell designs score high on enthusiasm, genuineness, and solidity, moderate‐shell interiors generate below‐average impressions of sophistication, genuineness, and solidity, low‐content interiors score high on enthusiasm and sophistication, and high‐content designs score low on enthusiasm, and high on unpleasantness. Research limitations/implications This research is limited to wine tasting rooms as an example category. Implications for interior design in general can be drawn from the holistic types of interiors identified and from basic relations to generic dimensions of consumer responses. Practical implications The findings reported in this research assist managers in more confidently using interior design for positioning and differentiating servicescapes. Originality/value Integrating the designer perspective with the customer perspective is a unique approach yielding taxonomy for servicescape interiors, and a holistic perspective on their links with personality impressions.

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References

2009Building theories from case study research 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1974An approach to environmental psychology 1991Assessing Construct Validity in Organizational Research 2010Satisfaction: a behavioral perspective on the consumer 1974Atmospherics as a Marketing Tool 1995Seeking the Ideal Form: Product Design and Consumer Response 1994Store atmosphere and purchasing behavior

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