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| Author: | Rosenbaum, M.S. |
| Title: | The symbolic servicescape: Your kind is welcomed here |
| Journal: | Journal of Consumer Behaviour
2005 : JUN, VOL 4:4, p. 257-267 |
| Index terms: | Consumer behaviour Consumers Discrimination Ethnic groups Minority groups |
| Language: | eng |
| Abstract: | By conceptualising the existence of a symbolic servicescape (hereafter as: s-scape/s-scapes.), this paper expands Bitner's (1992) s-scape framework. Until now, it has been primarily explored how consumers respond to physical elements within a consumption setting's built environment. However, commercial establishments have a history of discriminating against ethnic consumers (here as: eth-cons). Thus, eth-cons. may respond to other environmental elements when formulating marketplace approach/avoidance (here as: appr/avd.) decisions. This paper reveals that eth-cons. respond to a symbolic s-scape, defined as objects and artefacts evoking similar meanings across members of specific ethnic groups. Using photo-elicitation methodology, the study demonstrates how Jewish and homosexual consumers interpret symbols within consumption settings and how these symbols impact on appr./avd. behaviour. |
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