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From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China

Author

Listed:
  • Meera Venkatraman

    (Sawyer Business School, Suffolk University, Boston, USA)

  • Teresa Nelson

    (School of Management, Simmons College, Boston, USA)

Abstract

A servicescape can be viewed as the frozen potential of a consumptionscape, which is unleashed when consumers “twist” the resources of its built environment for their own purposes. In this paper we explore how young, urban Chinese consumers transform the iconic global brand Starbucks into a consumptionscape through their enactment of personally meaningful experiences, roles, and identities in the setting. We employ the qualitative research methodology of photo-elicitation by having consumers record their experience in a Starbucks in Beijing through photography and later using these images as probes in a depth interview. The implications for new global servicescapes in local markets are discussed. Journal of International Business Studies (2008) 39, 1010–1026. doi:10.1057/palgrave.jibs.8400353

Suggested Citation

  • Meera Venkatraman & Teresa Nelson, 2008. "From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 1010-1026, September.
    • Handle: RePEc:pal:jintbs:v:39:y:2008:i:6:p:1010-1026
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    Citations

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    Cited by:

    1. Joy, Annamma & Wang, Jeff Jianfeng & Chan, Tsang-Sing & Sherry, John F. & Cui, Geng, 2014. "M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions," Journal of Retailing, Elsevier, vol. 90(3), pages 347-364.
    2. Naif Mutlaq Al Otaibi & Kausar Yasmeen, 2014. "An Overview of Customer Loyalty, Perceived Service Quality and Customer Satisfaction: Brief on Saudi Grocery Stores," Journal of Entrepreneurship and Business Innovation, Macrothink Institute, Journal of Entrepreneurship and Business Innovation, vol. 1(1), pages 79-122, June.
    3. Rachel Prowse & Kate Storey & Dana Lee Olstad & Valerie Carson & Kim D. Raine, 2022. "Choice, Motives, and Mixed Messages: A Qualitative Photo-Based Inquiry of Parents’ Perceptions of Food and Beverage Marketing to Children in Sport and Recreation Facilities," IJERPH, MDPI, vol. 19(5), pages 1-14, February.
    4. Rosenbaum, Mark S. & Cheng, Mingming & Wong, Ipkin Anthony, 2016. "Retail knockoffs: Consumer acceptance and rejection of inauthentic retailers," Journal of Business Research, Elsevier, vol. 69(7), pages 2448-2455.
    5. Kauppinen-Räisänen, Hannele & Rindell, Anne & Åberg, Charlotta, 2014. "Conveying conscientiousness: Exploring environmental images across servicescapes," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 520-528.
    6. Stephanie Lu Wang & Qian Gu & Mary Ann Glinow & Paul Hirsch, 2020. "Cultural industries in international business research: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(4), pages 665-692, June.
    7. Jack Coffin & Andreas Chatzidakis, 2021. "The Möbius strip of market spatiality: mobilizing transdisciplinary dialogues between CCT and the marketing mainstream," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 40-59, June.
    8. Cappellini, Benedetta & Hosany, Sameer & Yen, Dorothy A. & Yu, Qionglei, 2019. "Away from home: How young Chinese consumers travel with global brands?," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 87-94.
    9. Li, Rong & Laroche, Michel & Richard, Marie-Odile & Cui, Xinyu, 2022. "More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
    11. Sussan, Fiona & Hall, Richard & Meamber, Laurie A., 2012. "Introspecting the spiritual nature of a brand divorce," Journal of Business Research, Elsevier, vol. 65(4), pages 520-526.
    12. Li, Guoxing & Yeh, Yin-Hua, 2023. "Western cultural influence on corporate innovation: Evidence from Chinese listed companies," Global Finance Journal, Elsevier, vol. 55(C).
    13. Petermans, Ann & Kent, Anthony & Van Cleempoel, Koenraad, 2014. "Photo-elicitation: Using photographs to read retail interiors through consumers' eyes," Journal of Business Research, Elsevier, vol. 67(11), pages 2243-2249.
    14. Szmigin, Isabelle & Bengry-Howell, Andrew & Morey, Yvette & Griffin, Christine & Riley, Sarah, 2017. "Socio-spatial authenticity at co-created music festivals," Annals of Tourism Research, Elsevier, vol. 63(C), pages 1-11.
    15. Tangguh Okta Wibowo & Wening Udasmoro & Ratna Noviani, 2020. "Configuring the sustainable strategy of internet cafe in Yogyakarta, Indonesia, to remain popular in nowadays," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(1), pages 1122-1132, September.

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