Evaluating impacts of the physical servicescape on satisfaction in cancer care waiting experiences

Abstract

This study evaluates waiting experiences in a cancer treatment context. It examines the effects of multiple servicescape dimensions, including the design, spatial layout and functionality of the physical surroundings alongside ambient conditions such as lighting and temperature, on visitor satisfaction. The study adopted a case-study strategy in a cancer and haematology clinic at a UK hospital. Scoping discussions with clinical staff, observations of the clinical environment and ‘walk-throughs’ were used to develop a survey to capture visitors’ expectations, perceptions and satisfaction with waiting experiences. Ambient conditions were shown to have a greater impact on satisfaction than the design and layout. Perceptions of wayfinding and privacy features, alone and in combination, were shown to influence satisfaction and dissatisfaction. Improving experiences of privacy and wayfinding can significantly improve overall satisfaction. Better management of these dimensions can help compensate for deficiencies in other areas of the physical servicescape.