Evaluating the Impact of Servicescape on Customer Experience in the Hospitality Sector: A Comprehensive Review

Abstract

This review paper aims to provide a comprehensive examination of the role of servicescape in the hospitality sector and its influence on customer experiences. Servicescape, encompassing the physical environment, ambient conditions, and social factors within a service setting, plays a crucial role in shaping customer perceptions and behaviors. Through an extensive literature review, this paper synthesizes existing research on servicescape in the hospitality industry, highlighting key findings, theoretical frameworks, and methodological approaches. Additionally, the paper discusses the practical implications for hospitality managers seeking to optimize their servicescape to enhance customer satisfaction and loyalty. By consolidating diverse perspectives and empirical evidence, this review contributes to a deeper understanding of the multifaceted impact of servicescape on the overall guest experience in the hospitality sector.