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

well as NSSM theory leaves significant gaps in the servicescape construct‘s conceptualizationthat they used (Hightower, 2010). Hightower (2010) argues that the ‗International Servicescape‘construct has three hierarchical levels: a) Overall Servicescape Level, b) a Dimension Level andc) a Subdimension Level. In his critique of the servicescape construct used by Keillor, Hult andKandemir (2004) Hightower (2010) points out that they confine their construct at the Dimensionlevel, and is ―therefore incapable of appropriately capturing the entire servicescape as well asempirically indicating its proper influence on consumer behavioral intentions.‖Hightower proposes a more comprehensive ‗International Servicescape ConstructConceptualization‘ wherein in a service encounter the customer perceives the servicescape in ahierarchical fashion. Upon encountering the servicescape he or she perceives the overallservicescape first, then at the dimension level the Social, Ambient and Design dimensions areperceived; finally at the subdimensional level the client/customer perceives the subdimensions ofthe dimensions -Social and Design. Thus Hightower claims his ‗International Servicescape‘construct to be a more comprehensive model for understanding the service clients‘ behavioralintentions as it depicts the entire servicescape construct as opposed to Keillor, Hult andKandemir‘s (2004) ―investigation of a small portion of a single dimension‖ (Hightower, 2010).Based on this International Servicescape construct Hightower has come up with an internationalservicescape assessment instrument (as depicted in Figure 1) (Hightower, 2010). We found thatmore items could be added to Hightower‘s items and make it more amenable to capture nuancesexperienced by customers in a servicescape for a particular service in a particular country (i.e.retail banking in Bangladesh). In line with Hightower‘s recommendation that in order to getcritical insight on consumer behaviour intentions as affected by the servicescape, we thereforeutilized his template to conduct a qualitative research: utilizing open ended questions that seek touncover new insights on the servicescape of retail banks of a developing country. Based on theitems of this scale we have developed an open-ended qualitative questionnaire which covers theitems of the scale; and recorded responses from the respondents pertaining to the overallservicescape of the retail bank, its servicescape at the dimension and the subdimension levels.Pursuant to Hightomwer‘s suggestion we added more issues to dimension and subdimesionlevels. We wanted the consumers to probe more deep and consider more items that they perceiveand experience within the servicescape. We asked questions with regards to their perceptions ofdepicted brand colors, logo, employee uniform and dress code as well as the body posture andgesture of the employees whom they deal with within the servicescape. The manners, behaviourand dress codes of the customers were also enquired on. With respect to the aesthetic dimensionof the servicescape we wanted to know how they perceived it: the cultural interpretation of the