A Comparative Study of Servicescape in the Mobile Internet Era – Taking Carrefour and Hema Fresh Store as Examples
The servicescape strategy in the mobile Internet environment has created new opportunities for enterprise operation. Through comparative studies of two enterprises—Carrefour and Hema Fresh Store, the paper explored the impacts of scene technologies and servicescape construction to customer experience under the mobile internet environment. The study is developed through the aspects of servicescape dimension, customer sensory perception and behavior intention. The results showed that the connotation of physical dimension, perceptional dimension, social dimension of servicescape have been extended under the applied of context technologies. With the help more sensory perceptions of customers, and then impact customers’ psychological and behavioral intentions, thus enable enterprises to achieve better market performance.
KeywordsMobile Internet environment Context technology Servicescape Sensory perception Customer experience