When exploring the field of service marketing it is necessary to acknowledge how important it is for a service brand to create advantage and added value to its process in order to differentiate from competitive service providers. User needs and wishes are rapidly changing, while modern users are constantly seeking unique and unforgettable service experiences. Service providers may meet changing needs and wishes through strategic design of a service environment or servicescape. The main objective of this thesis was therefore to explore the relationship of modern users towards the servicescape of a service brand, with relation to positive user experience. The research questions had been set with help of adapted servicescape model, and the data were collected with qualitative research method. We conducted eight in-depth interviews, where we wished to acquire interviewees’ relationship and perception of Kucha’s servicescape, which is a vegan restaurant in Ljubljana, and furthermore to gain an insight of their user experience. The final part includes findings, which highlights the positive effect of different servicescape elements on user satisfaction and positive perception of the service brand. The findings present that most interviewees evaluated their user experience as positive, however their positive affection towards Kucha’s ambience, which includes open, bright space, different decor and unique furniture, was connected with evaluation of the service environment as important to relation of user experience, yet not the most influential when evaluating user experience as a whole.
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