Framework for Managing the Servicescape: A Sustainable Competitive Advantage

[@R23] suggests “man should design his environment on some basis other than vague human impulses and needs.” Such behavior (vague human impulses and needs) may be commensurate with the behaviors of a large number of today’s service business owners and managers. This paper refects the experience of a real life service firm facing managerial dilemmas related to making tactical and strategic decisions about the firm’s physical facilities and product offerings as it sought to develop and expand a differential advantage in an increasingly competitive and changing industry. The extant marketing literature is briefly reviewed to provide a theoretical framework upon which recommendations are made for the funeral service industry along with other service industries. In addition, specific recommendations will be made. Finally, a managerial servicescape framework is posited that managers across various industries may consider before investing their firms’ limited resources.