Researcher or respondent: a personal commentary on ageing and the servicescape

Abstract

Purpose

The aim of this paper is to be a "Call to Arms" for researching the impact of the changes to the mind body and senses with age on the design of the Servicescape.

Design/methodology/approach

Personal insight on servicescape research from someone who is both researcher and a healthy aging individual.

Findings

The over 65’s represent the only growing part of the market in most of the developed world and hence are of growing importance to service businesses the past 20 years this age group, more than any other, has seen significant improvements in health and a consequential increase in spending. Age brings with it changes directly relevant to the evaluation of the service experience and to consumer co-production. Very little is known about the impact of those changes.

Practical implications

Service businesses urgently need to recognize the opportunity and develop a strategy to deal with it. They will need to develop age neutral servicescapes offering all ages the same quality of experience and the same co-production facilities.

Social implications

Ageism is one of the major issues facing society today. Consumer ageism is a real issue that permeates the design of the servicescape and potentially services research. Research of all kinds is urgently needed to attack ageism.

Originality/value

This paper provides fresh insights into an emerging area that needs to have a higher priority. It is based upon the existing research on the servicescape and a multi-disciplinary view of ageing.

Citation

Bateson, J. (2021), "Researcher or respondent: a personal commentary on ageing and the servicescape", Journal of Services Marketing, Vol. 35 No. 1, pp. 7-13. https://doi.org/10.1108/JSM-07-2020-0266