Expanding Servicescape Dimensions with Safety: An Exploratory Study

Abstract

This exploratory research allows participant responses to drive the development of key servicescape dimensions and to determine whether a safety-related dimension surfaces from the data. The study context is a pair of nested servicescapes, a university campus and its surrounding town. The investigation reveals three themes which are consistent with past research: ambient conditions, physical spaces, and social interactions. However, a fourth theme of safety elements routinely emerged in both servicescapes. This theme constitutes a dimension of the servicescape that has largely been ignored in the literature. The effect of one servicescape on another adds to the nascent ecosystem literature.

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