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The effect of signage and emotions on satisfaction with the servicescape: An empirical investigation in a healthcare service setting

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Psychology & Marketing
Authors:
Vania Vigolo at University of Verona
Vania Vigolo
Angelo Bonfanti at University of Verona
Angelo Bonfanti
Rezarta Sallaku at University of Verona
Rezarta Sallaku
Jackie Douglas
Jackie Douglas
Jackie Douglas
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Abstract and Figures

Marketing and environmental psychology studies have long emphasized the importance of signage in large and dispersive service settings but have focused little on utilitarian service contexts. Previous studies have also analyzed the role of emotions in customer satisfaction with the servicescape, particularly in hedonic service environments such as malls, hotels, and restaurants, but a limited research has been conducted on the role of emotions in utilitarian service settings such as healthcare services. This study draws from the environmental psychology and service marketing literature to investigate the effects of signage and emotions on satisfaction with the servicescape in the hospital setting. In addition, it explores the moderating effect of emotions on the relationship between signage and satisfaction with the servicescape. The findings show that signage has a positive and significant effect on satisfaction with the servicescape. Negative emotions have a significant negative effect on satisfaction, while positive emotions have no significant effect. Differently from what was expected, emotions do not moderate the relationship between signage and satisfaction. Managerial implications are provided for service managers who wish to design a utilitarian service setting to effectively increase user satisfaction with the servicescape.
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Psychol Mark. 2020;37:408–417.wileyonlinelibrary.com/journal/mar408
|
© 2019 Wiley Periodicals, Inc.
DOI: 10.1002/mar.21307
RESEARCH ARTICLE
The effect of signage and emotions on satisfaction with the
servicescape: An empirical investigation in a healthcare
service setting
Vania Vigolo
1
|
Angelo Bonfanti
1
|
Rezarta Sallaku
1
|
Jackie Douglas
2
1
Department of Business Administration,
University of Verona, Verona, Italy
2
Faculty of Business and Law, Liverpool
Business School, Liverpool John Moores
University, Liverpool, UK
Correspondence
Vania Vigolo, Department of Business
Administration, University of Verona,
Via Cantarane, 24, 37129 Verona, Italy.
Email: vania.vigolo@univr.it
Abstract
Marketing and environmental psychology studies have long emphasized the
importance of signage in large and dispersive service settings but have focused little
on utilitarian service contexts. Previous studies have also analyzed the role of
emotions in customer satisfaction with the servicescape, particularly in hedonic
service environments such as malls, hotels, and restaurants, but a limited research has
been conducted on the role of emotions in utilitarian service settings such as
healthcare services. This study draws from the environmental psychology and service
marketing literature to investigate the effects of signage and emotions on satisfaction
with the servicescape in the hospital setting. In addition, it explores the moderating
effect of emotions on the relationship between signage and satisfaction with the
servicescape. The findings show that signage has a positive and significant effect on
satisfaction with the servicescape. Negative emotions have a significant negative
effect on satisfaction, while positive emotions have no significant effect. Differently
from what was expected, emotions do not moderate the relationship between signage
and satisfaction. Managerial implications are provided for service managers who wish
to design a utilitarian service setting to effectively increase user satisfaction with the
servicescape.
KEYWORDS
emotions, hospitals, satisfaction, service environment, service experience, servicescape, signage
1
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INTRODUCTION
Becoming lost in a large and dispersive environment can be
frustrating for customers (Newman, 2007), particularly in the
context of healthcare service facilities such as hospitals. In these
settings, visitors are often distressed or anxious, and difficulty in
finding intended destinations can heighten these negative emotions.
The servicescape—the physical surroundings in which the service
delivery occurs (Bitner, 1992; Ezeh & Harris, 2007)—comprises all
controllable physical elements that influence employees’and
customers’actions, including ambient conditions (temperature, air
quality, noise, music, scent, color, and lighting), space and function
(layout, equipment and furnishings), and signage. The implementation
of these physical elements varies according to the type of service
organization.
Numerous studies have investigated the effects of servicescape
elements, including color, light, music, and scent, in terms
of customer satisfaction and behavior (e.g., Bilgili, Ozkul, & Koc,
2018; Biswas, Lund, & Szocs, 2019; Denizci Guillet, Kozak, &
Kucukusta, 2019; Hynes & Manson, 2016; Lin, 2009). Fewer
studies have addressed the role of signage on satisfaction with
the servicescape. The use of signs, both as symbols and indicators
of direction, can prevent customers from becoming lost
This paper was presented at the 2019 INEKA Annual Conference in Verona, Italy.
... A well-designed servicescape can evoke strong emotional connections and shape mental images of a destination, fostering a sense of attachment (Lundberg & Lindström, 2020). When the servicescape meets travellers' emotional needs and creates a positive impression, it increases the likelihood of destination attachment (Vigolo et al., 2020;Yin et al., 2023). The physical aspects of a destination's servicescape -such as architecture, cleanliness, and ambiance -play a vital role in influencing consumer behaviour and decision-making by shaping attitudes and emotional responses (Turley, 2000). ...
... Additionally, the finding that servicescape has a positive and significant impact on DBG (β = 0.136, p = 0.000) is consistent with literature highlighting the physical environment's role in shaping tourist perceptions and behaviours. A well-designed servicescape fosters emotional attachment by addressing travellers' psychological and emotional needs (Vigolo et al., 2020). Moreover, a favourable servicescape helps differentiate a destination from its competitors, increasing the likelihood of visitors forming strong, lasting connections (Yin et al., 2023). ...
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... In this study, a significant positive direct relationship was observed between perceived servicescape and patient satisfaction that supported the formulated hypothesis H1. It also aligned with the results of Fatima et al. [15], Lee and Chuang [29], Peng et al. [30], Rosenbaum et al. [19], Suess and Mody [31], and Vigolo et al. [32]. This may be due to the fact that if the physical environment of the rehabilitation center is well-presented, it will communicate about its professionalism to the patients, and create a sense of affiliation and good rapport between the patients and healthcare service provider. ...
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