Contemporary Issues in Digital Marketing

9

From places to platforms

Examining the transformation of servicescapes

Julie Horáková and Outi Uusitalo

DOI: 10.4324/9781003093909-12

Introduction

Despite being one of the basic elements of the Marketing Mix and an important variable in creating consumers’ shopping experiences, the importance and meanings of place as a multidimensional entity are often overlooked. While the potential and worth of places are acknowledged, emphasis on independence from both time and physical place that is brought by the digital era has shifted the status of place towards a background variable that merely complements the main product or service provided. Increasing attention towards the digitalisation of shopping has shifted researchers’ focus towards ...