Twisting servicescapes: diversion of the physical environment in a re‐appropriation process

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Abstract
An intentional meander around the central issue of servicescapes design. Proposes that there are worthwhile lessons to be learned from the way in which users divert and subvert the planned design of physical support. Advocates that servicescape is not only acting on users in order to achieve marketing goals, but also it is acted on by users in order to frame existential goals. In this constructivist approach, the consumer is considered as a co‐builder of the servicescape. While experiencing service, the consumer can create new meanings and unusual functions which could raise opportunities to improve service management.

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