Towards an approach to signage management quality (SMQ)

Abstract

Purpose – The paper aims to go through signage management from the standpoint of the user in a service quality perspective and by three principal means. First, it gives a literature review on the theme. Second, it identifies the needs that users expect to be satisfied when using signage. Third, it proposes a conceptual framework that encompasses user assessment determinants on signage management quality (SMQ). Design/methodology/approach – Conceptual analysis is based on extensive research through literature on signage management contained in contributions on the theme of physical surroundings, atmospherics and servicescape. Findings – Users, when they enjoy use of signage, may find satisfaction of implicit, expected and unexpected needs. User assessment of SMQ depends on the discrepancy between expected and perceived wayfinding. In particular, personal needs (cognitive-rational and psycho-emotional) affect expected wayfinding. User interactions with servicescape components, including signage, impact on p...