Five short phrases capture the extent to which a customer perceives the physical appearance of a service outlet as visually attractive and welcoming. The items address distinct visual components of the servicescape -- signage clarity and style, colour scheme, lobby impression, facility attractiveness, and general atmospheric pleasantness. The scale is designed for contexts where customers can evaluate the in-person appearance of the store, though it can also be used with photo-based or simulated representations.
Full scale items shown. Always cite the original source when using this scale in research.
Developed originally to measure what Lund and Marinova (2014) termed 'servicescape quality design perceptions,' drawing conceptually on Baker et al.'s (2002) servicescape framework without directly replicating their items. Data were collected from customers of a pizza restaurant chain. A 'don't know' response option was provided for participants with no experience of the on-site servicescape; researchers should consider whether this option is appropriate for their context. The visual orientation of the items means the scale is less suitable for evaluating remote or digital service channels. AVE of .77 and composite reliability of .94 indicate excellent psychometric quality.
Lund, D. J., & Marinova, D. (2014). Managing revenue across retail channels: The interplay of service performance and direct marketing. Journal of Marketing, 78(5), 99-118.
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