Exploring the Importance of Servicescape for Pakistani consumer while shopping from a Bakery: A Qualitative Study on Cakes and Bakes Lahore

Abstract

The main aim of this project is to highlight the importance of the concept of servicecape for consumers while they are shopping from bakery. Currently in Pakistani context only few studies are available on this topic, hence it is very important for business and especially for the Bakery businesses. But these are business are not much aware of servicecape so this project is designed to highlight the importance of servicecape and provide the valuable insights regarding the servicecape so that management of Cakes and Bakes properly manage the servicecape to build a strong relationship with the customers. In this project we use the qualitative method and conduct a thematic analysis. First of all, we developed themes according to our topics and then we conducted interviews with the customers of Cakes and Bakes. The main goal of these interviews is to identify these themes and gain the perspective of different customers about the servicecape. Moreover, what sort of feeling do they have and what they feel if there is any change in servicecape. So, the result of this project highlights the importance of servicecape according to the different perspectives of customers and provides valuable insights for the management of Cakes and Bakes.