Empirical Research on New Retail Servicescape Based on Experience Perspective

Abstract

Verify the impact of each dimension of the new retail servicescape on customer experience, and then propose the optimization strategy of the new retail. Firstly, the existing research results of business servicescapes are extracted. Secondly, the characteristics of new retail servicescapes are integrated. Then, based on physical variables, perceptional variables and social variables, data are obtained through questionnaire survey. The three dimensions all have different degrees of influence on the new retail servicescape, among which physical variables are the most important, followed by perceptional variables and social variables. Based on the research results, it is found that the application of new technology has changed those elements of the servicescape such as the layout, the combination of different business etc. The expansion of virtual servicescapes also changes the role of physical servicescapes in the retail ecology, making the physical retail servicescape more inclined to serve the daily life of the community. In addition to being a fast logistics stronghold, the physical servicescape is also a place to enrich user experience and enhance user stickiness.