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Chapter 8 Providing Customer Service through the Servicescape

DOI: 10.23912/9781915097132-5080

ISBN: 9781915097132

Published: March 2022

Component type: chapter

Published in: Customer Service for Hospitality and Tourism 3rd edn

Parent DOI: 10.23912/9781915097132-5067



An important part of customer service is the physical environment. Because many tourism and hospitality services are intangible, customers often rely on tangible cues, or physical evidence, to evaluate the service before its purchase and to assess their satisfaction with the service during and after consumption. The physical evidence is the environment in which the service is delivered and in which the firm and customer interact, and any tangible components that facilitate performance or communication of the service. The physical facility is often referred to as the ‘servicescape’, and is very important for tourism and hospitality products such as hotels, restaurants, and theme parks, which are dominated by experience attributes. Disney, for example, effectively uses the servicescape to excite its customers. The brightly colored displays, the music, the rides, and the costumed characters all reinforce the feelings of fun and excitement that Disney seeks to generate in its customers. In the new Shanghai Disney Resort, design and art play a major role. The park and resort cost about $5.5 billion to build and spans an area more than 11 times the size of the original Disneyland in Anaheim, Calif. Visitors can choose from six themed zones, such as Fantasyland and Tomorrowland, plus two hotels and a shopping area.


  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance Journalist (Author)

For the source title:

  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance Journalist (Author)

Cite as

Hudson & Hudson, 2022

Hudson, D.S. & Hudson, L. (2022) "Chapter 8 Providing Customer Service through the Servicescape" In: Hudson, D.S. & Hudson, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781915097132-5080


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Published in Customer Service for Hospitality and Tourism 3rd edn

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