Uncovering the dimensions of servicescape using mixed method approach – A study of beauty salons

Abstract

PurposeThe purpose of this study aims to explore the dimensions assessing the servicescape of beauty salons and provides suggestions to improve the salon's servicescape.Design/methodology/approachA mixed-method design is used in the sequence of thematic analysis through focus group technique followed by exploratory factor analysis and confirmatory factor analysis were used to assess the beauty salon's servicescape.FindingsThe exploration of factors in beauty salons is determined with three dimensions: the substantive staging of servicescape, the communicative staging of servicescape and the social staging of servicescape. These dimensions are mentioned in the order of importance perceived by the customers. The substantive staging of servicescape was identified with five factors: ambient conditions, facility aesthetics, artifacts, provisions and spatial layout. Communicative staging of servicescape explored four factors: employee duties, employee commitment, employee–customer interactions and employee image. Social staging derived two factors: customer characteristics, customer-to-customer interactions.Research limitations/implicationsThe findings enrich the previous literature with the addition of new factors while assessing servicescape in beauty salons and the development of new items through qualitative research in the domain of servicescape.Practical implicationsThe study offers the managers to understand the importance of various factors affecting the servicescape in beauty salons. The salon managers can beautify the service environment through the implementation of the factors identified, thus resulting in enhancing the experience of customers at the salons.Originality/valueConsidering no research has been conducted on beauty salons scale development, this study serves as the first empirical research effort.