Commentary highlights gaps in servicescape construct in service encounters across cultures, suggesting improved frameworks.
This commentary identifies and discusses several key shortcomings relating to conceptualizing the servicescape construct. Two mainstream marketing articles are used to exemplify the sometime overlooked and accepted oversights regarding accurately conceptualizing the servicescape construct. The manuscript also provides the foundation for advancing international services marketing thought by suggesting an International Servicescape Construct Conceptualization that has a comprehensive three dimension hierarchical factor structure.
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Roscoe Hightower (2010) studied this question.
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