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.
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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