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ON CONCEPTUALIZING THE SERVICESCAPE CONSTRUCT IN ‘ A STUDY OF THE SERVICE ENCOUNTER IN EIGHT COUNTRIES

Though Baker, Grewal, and Voss (2002) conceptualized a three dimensional store environment (i.e., servicescape) that focused on the domestic marketing environment solely, the need to expand this discussion (i.e., enhancing the apparent mainstream marketing academicians‘ servicescape conceptualization) to the global marketplace is critical, relevant, and more importantly long overdue. Other prominent researchers such as, Keillor, Hult, and Kandemir (2004) started an international marketing focus on conceptualizing the servicescape; but we purport that the extant literature now provides a more generally applicable, advanced, reliable, valid, and robust conceptualization of a service firm‘s physical environment than used in their 2004 article. Baker, Grewal, and Voss (2002) stated that the a c t u a l r e t a i l s t o r e e n v i r o n me n t conceptualization ―...research voids...‖ (p. 120) are broad in the marketing literature, and we agree. However, this commentary addresses the servicescape construct‘s conceptualization questions definitively.