Index of Paper Presentations for the Parallel Sessions - Academy of ...

servicescape of retail banks in Singapore, especially in connection to the servicescape design isnon-existent.Our paper, therefore, is aimed at contributing to cross-cultural research in both the global designas well as services marketing literature.Literature review:The Servicescape‗Servicescape‘ refers to the physical environment in which consumers interact with products andservices (Bitner, 1992). It is the setting in which products and/or services are produced, deliveredand consumed (Zeithaml et al., 1990). There is increasing evidence that local banks arethemselves undergoing a paradigmatic shift: from offering only ‗goods‘ to a much more serviceintensiveexchange, mirroring a shift in the marketing discipline itself (Vargo and Lusch, 2004).Key to the construct is the notion of ‗place‘ as a defining characteristic of the consumer‘sexperience. According to Kotler (1973)―the place where (a product or service) is bought orconsumed (can be) more influential than the product itself in the purchase decision …‖Consumers' perceptions of service are culturally bound (Zeithaml et al., 2002). de Ruyter et al.(1998, p. 189) argue that ―[i]n order to market services effectively to international consumers,service providers must have a thorough knowledge of their target group(s)‖. A solidunderstanding of the role of culture in the service delivery process is more crucial than ever forservice firms operating globally.Despite growing research in consumer service experiences, relatively little research has examinedthe role of culture in regards to these experiences, with little attempt aimed at synthesizing it. AsMaheswaran and Shavitt (2000) point out in regard to global consumer psychology research,systematic research in consumer services is in its infancy. In this article, we attempt to reviewcross-cultural servicescape research that focuses on the role of design in shaping the consumer‘sexperience. First, we introduce our conceptual framework and its components. Second, we reviewexisting literature using the framework. Third, we present findings from fieldwork undertaken inBangladesh and Singapore. Fourth, we discuss the theoretical and managerial implications of ourfindings. Finally, we address overall methodological issues and point to future researchdirections.Atmosphere: