Search results for "palvelumaisema"

From places to platforms : Examining the transformation of servicescapes

2022

Place represents one of the underlying elements of the marketing mix. However, due to ongoing digitalisation, places have undergone substantial changes in recent years. With the transition from physical shopping environments towards intangible Internet spaces and digital platforms, how places affect consumer behaviour and how consumers use places are rapidly changing. This transition challenges the existing conceptualisation of place as a physical environment. In the online environment, consumers can no longer rely on physical and tangible cues to complement their shopping experience. Instead, they have to learn the logic of technological platforms and the rules of interaction in digital sp…