Restorative cancer resource center servicescapes

Abstract

PurposeThis article aims to illustrate how service organizations (e.g. cancer resource centers) can create restorative servicescapes. The article addresses whether cancer patients respond favorably to a cancer center's restorative servicescape and explores the reasons they might patronize the center and interact socially with others.Design/methodology/approachThis article synthesizes various streams of literature from services marketing, natural psychology, and cancer and medical research. The study defines and develops the framework's categories and advances propositions based on the framework.FindingsThe model proposes that cancer patients should respond favorably to a cancer center's restorative servicescape. By spending time in the center, people living with cancer may be able to remedy four frequently experienced, negative symptoms associated with fatigue.Research limitations/implicationsThe study explores a not‐for‐profit cancer resource center that offers members an array of participatory activities within a homelike environment. However, it may be difficult for traditional medical facilities to fashion restorative servicescapes.Practical implicationsThe study helps inform medical practitioners about the psychosocial benefits cancer resource centers offer cancer patients. This article provides a discussion regarding a cancer center's development of its Connect‐to‐Care program, based on an oncologist and a cancer center representative joining together to discuss a patient's cancer diagnosis and care.Originality/valueThis article proposes a theoretical understanding on how the physical and restorative qualities of an environment transform human health. It links the services domain to the health sciences and suggests a means by which cancer patients can “do more with less” by combining medical treatment with cancer resource center patronage.