The Effect of Servicescape Cleanliness on Customer Reactions

Abstract

The main contribution of this work is the suggestion and validation of the idea that cleanliness of the servicescape has a strong impact on customers’ responses in multiple service contexts, and that it can prevent service failures as well as support recovery. Two experimental studies and one survey-based study in multiple service contexts were conducted. Findings show (a) the positive influence of cleanliness (or the negative impact of dirt and disorder) in a servicescape on approach behavior; (b) a positive relationship between the cleanliness of a servicescape and feelings of pleasure, trust, and attributed prestige; and (c) the mediating effect of pleasure and trust on how cleanliness in a servicescape affects approach behavior. The results demonstrate the importance of maintaining and improving the cleanliness of a servicescape as a marketing tool.