Kotler (1973, p. 50) emphasizes the importance of physical design, defining atmosphere as: “. . . the conscious design of space to create certain effect in buyers”. Accordingly, one can label design as an attention-creating medium. It is well known that physical design is able to attract customers’ attention. In a Hard Rock Cafe´, customers are surrounded by authentic rock-and-roll memorabilia, such as a guitar signed by John Lennon or leather jacket worn by Elvis Presley. Disney parks around the world are likewise well known for their fantastic designs of the buildings in their
parks. In both examples, physical design is used to influence customers’ experiences. A survey of the literature shows that customers’ experiences of physical design have been linked to important outcomes. It seems, however, that there are mixed findings on whether design matters or not. Some studies indicate support for the importance of design. Mehrabian and Russell (1974) conclude that design can encourage people to remain in the environment or to leave it. Bitner (1990) discovers in a study of service failures with travel agencies that the appearance of the physical surroundings is positively related to service-encounter evaluations and customer-loyalty behavior. In comparing two service settings (casino versus sport venues), Wakefield and Blodgett (1994) write that customers’ experiences of the aesthetics of the facilities in these two settings were linked both to the intention to repatronize and the desire to stay. On the other hand, there are studies that show design to have a minor or no role at all in affecting customers’ experience. Parasuraman et al. (1991) report that design has no effect on consumers’ perceptions. Cronin and Taylor (1992) also ascertain that design has only a limited influence on customers’ perceptions of services such as fast food
restaurants. It seems, then, that there is still insufficient knowledge on whether or not design is significant to customers’ experience.
Kotler (1973, p. 50) emphasizes the importance of physical design, defining atmosphere as: “. . . the conscious design of space to create certain effect in buyers”. Accordingly, one can label design as an attention-creating medium. It is well known that physical design is able to attract customers’ attention. In a Hard Rock Cafe´, customers are surrounded by authentic rock-and-roll memorabilia, such as a guitar signed by John Lennon or leather jacket worn by Elvis Presley. Disney parks around the world are likewise well known for their fantastic designs of the buildings in their
parks. In both examples, physical design is used to influence customers’ experiences. A survey of the literature shows that customers’ experiences of physical design have been linked to important outcomes. It seems, however, that there are mixed findings on whether design matters or not. Some studies indicate support for the importance of design. Mehrabian and Russell (1974) conclude that design can encourage people to remain in the environment or to leave it. Bitner (1990) discovers in a study of service failures with travel agencies that the appearance of the physical surroundings is positively related to service-encounter evaluations and customer-loyalty behavior. In comparing two service settings (casino versus sport venues), Wakefield and Blodgett (1994) write that customers’ experiences of the aesthetics of the facilities in these two settings were linked both to the intention to repatronize and the desire to stay. On the other hand, there are studies that show design to have a minor or no role at all in affecting customers’ experience. Parasuraman et al. (1991) report that design has no effect on consumers’ perceptions. Cronin and Taylor (1992) also ascertain that design has only a limited influence on customers’ perceptions of services such as fast food
restaurants. It seems, then, that there is still insufficient knowledge on whether or not design is significant to customers’ experience.
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