Evaluating servicescape designs using a VR-based laboratory experiment: A case of a Duty-free Shop

• This research aimed to evaluate the servicescape design of a duty-free shop.
• A VR model was used to visualize various options for the servicescape design.
• The experimental results were applied to an actual servicescape redesign.
• The redesign contributed to the improvement of perceived quality and retail sales.

Servicescape is one of the most important dimensions by which customers evaluate their shopping experience in a retail service. This research aimed to evaluate the servicescape design of the JDC Duty-free Shop in a systematic manner. The virtual reality (VR) model was used to visualize various options for the servicescape design. The preferred design was determined from experimental results and then applied to the servicescape redesign of the shop. This research supports the relationship between servicescape design and customer perception, as well as the effectiveness of a VR-based laboratory experiment in evaluating servicescape design.