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The effect of signage and emotions on satisfaction with the servicescape: An empirical investigation in a healthcare service setting
Authors:Vania Vigolo  Angelo Bonfanti  Rezarta Sallaku  Jackie Douglas
Affiliation: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
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
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