What is it about?
Enabling customers to move around easily within a large service environment, such as a mall or a hospital, increases service quality and customer satisfaction. However, this specific aspect of the service delivery is often underestimated by service managers. Even recently restored or brand-new service settings sometimes overlook the importance of signage. Consequently, customers risk to helplessly wander around looking for the desired destination. In fact, not all customers have the same wayfinding ability. Based on a survey conducted in an Italian hospital, we identify three profiles of customers based on their wayfinding ability: the Easy Goings, the Do-it-yourselves (DIYs) and the Insecures.
Featured Image
Why is it important?
Service managers should be aware of the characteristics of customers' wayfinding ability to improve the service setting and increase customer satisfaction.
Perspectives
Read the Original
This page is a summary of: Servicescape navigation, The TQM Journal, June 2017, Emerald,
DOI: 10.1108/tqm-01-2017-0003.
You can read the full text:
Contributors
The following have contributed to this page