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EMAC 2024 Annual


Unravelling the E-Servicescape: A Systematic Literature Review
(A2024-119423)

Published: May 28, 2024

AUTHORS

Paraskevi Ntzoumanika, Athens University of Economics and Business; Kalipso Karantinou, Athens University of Economics & Business

ABSTRACT

Digital transformation has made the e-servicescape of outmost importance in creating an ultimate user experience, however, research is still fragmented regarding the notion, dimensions, and effects of the e-servicescape. This systematic literature review, following the TCCM framework, provides valuable insights by shedding light to the e-servicescapes’ nature and cues, to their role in influencing consumer behavior, as well as to the various research approaches adopted by different studies with the application of alternative methodological tools. The results indicate some emerging trends in the e-servicescape domain regarding the e-servicescape dimensionality, the type of environment it operates, and the potential role of the artificial intelligence in transforming the e-servicescape and augmenting the user experience. Implications and future research directions also arise.