Towards an approach to signage management quality (SMQ)

The paper aims to go through signage management from the standpoint of the user in a service quality perspective and by three principal means. First, it gives a literature review on the theme. Second, it identifies the needs that users expect to be satisfied when using signage. Third, it proposes a conceptual framework that encompasses user assessment determinants on signage management quality (SMQ).

Conceptual analysis is based on extensive research through literature on signage management contained in contributions on the theme of physical surroundings, atmospherics and servicescape.

Users, when they enjoy use of signage, may find satisfaction of implicit, expected and unexpected needs. User assessment of SMQ depends on the discrepancy between expected and perceived wayfinding. In particular, personal needs (cognitive-rational and psycho-emotional) affect expected wayfinding. User interactions with servicescape components, including signage, impact on perceived wayfinding.

The paper is conceptually developed, but lacks empirical validation. This study does not pretend to be thorough in any way. It leaves several questions open for future research.

Service managers must understand, from user behavior, how the signage is used, where users make their decisions and where the key points in the servicescape are located. The goal is to permit the user to develop a wayfinding process through the signage components he encounters in the servicescape. Signage should be designed and managed from the standpoint of attractive quality.

Previous research has essentially analyzed signage in terms of design. Signage management has received little and fragmented consideration in a service quality literature. The paper fills this gap. It is one of the first attempts to analyze signage management in a service quality perspective.