Syfte och forskningsfrågor: Vårt syfte är att utreda och analysera relationsskapande i banksektorn, vilket sker både genom fysisk personlig interaktion och via kundmedverkan online. Avsikten är att bidra till kunskap om vad som påverkar skapande och utvecklande av konsumentrelationer med denna utgångspunkt. 1. Vilka är centrala faktorer för skapande och utvecklande av relationer inom banksektorn? 2. Vilka aspekter är framträdande i kundens roll i det traditionella- respektive virtuella servicelandskapet? Metod: Studien av kvalitativ karaktär och har genomförts utifrån ett växelspel mellan deduktion och induktion, vilket resulterade i en abduktiv forskningsansats. Datainsamlingen har utförts genom fem semistrukturerade intervjuer med representanter från banksektorn, som har stor kompetens inom ämnet. Slutsats: Studien har resulterat i kunskap kring att det är väsentligt för banker att finnas tillgängliga både fysiskt, genom personliga möten, och via plattformar online. Vi har konstaterat att olika aspekter, beroende på vilket sätt banken möter kunden, fysiskt eller virtuellt, är viktiga för att utveckla och bibehålla kundrelationer. Vi har identifierat sju nyckelfaktorer för att relationen mellan banken och kunden ska bli så gynnsam som möjligt för båda parterna: proaktivitet, anammande av fintech-tjänster, sömlösa- och lättnavigerade plattformar, utbildande av kunder, aktivt arbete med sociala medier, tillvaratagande av CRM-system samt anpassande av den fysiska miljön för kundens välbefinnande. / Purpose and research questions: Our aim is to investigate and analyze the creation of relations within the banking sector, which occurs through physical personal interaction and online customer participation. The intention is to contribute with knowledge regarding what influences the creation and development of consumer relations. 1. Which are the key factors for creation and development of relations within the banking sector? 2. Which are the prominent aspects of the customer's role in the traditional and virtual servicescape? Method: The study is of qualitative character and was completed through an interaction between deduction and induction, which resulted in an abductive approach. The empirical data was gathered through five semistructured interviews with knowledgeable representatives from the banking sector. Conclusion: The study has resulted in knowledge, that it is essential for banks to be available both physically, through personal meetings, and through online platforms. We have found that different aspects, depending on the way the bank meet their customer, physically or virtually, is important for developing and maintaining the customer relations. We have identified seven key factors to make the relation between the bank and the customer as beneficial as possible for both parties: proactivity, acceptance of fintech services, seamless- and easy-navigated platforms, educating the customers, active social media channels, usage of CRM systems, and adaptation of the physical environment to satisfy the customers well-being.

This dissertation contributes to developing knowledge on the commercialization of natural resources through tourism. This is achieved by means of understanding the main avenues through which natural resources are commercialized, and analyzing the operational setting of tourism firms. The focal area is nature-based tourism– a type of tourism, taking place incomparatively unmodified natural areas, which has emerged as a powerful gravitational force, integrating an increasing variety of natural resources into the commercial domain. The point of departure is the assumption that fornature-based tourism firms, nature is simultaneously the main object of commercialization and the operational setting, where this commercialization happens. The attention here is, therefore, on the supply side, i.e. on the smalland micro firms, acting as the agents of commercialization. The empirical data come primarily from a nation-wide survey among the nature-based tourism firms in Sweden, generating the most comprehensive information about this sector to date. Additional data come from in-depth interviews and observations among the nature-based tourism firms in Sweden, as well assecondary sources (official statistics on natural resources and a survey in Norway). This is a compilation thesis, i.e. it consists of a cover essay and five individual papers. The cover essay offers a bird’s eye view on all the papers, frames them theoretically and synthesizes all the findings into a coherent contribution. Papers I and II create the foundation, necessary for understanding the processes of nature commercialization and the operational setting of naturebased tourism firms, while Papers III, IV and V provide supplementary insights into these areas of inquiry. Paper I starts by building on existing knowledge in outdoor recreation to approach nature-based tourism. Paper II focuses on the operational setting, conceptualizes and explores its dimensions. Building on this, Paper III looks at how the presence of various amenities in the operational setting can explain the localization patterns of the firms on various geographical levels. Paper IV focuses on the operational setting dimensions omitted in the previous papers, i.e. the continuous efforts of the firms to negotiate the inherent uncertainty within the setting. Finally, Paper V looks at various characteristics of nature-based tourism firms to understand the specifics of sustainability strategies. The main findings in these five papers demonstrate that the nature-basedtourism is an active integrator of a wide variety of natural resources into the commercial domain, and approaching them from the supply perspective provides an additional understanding of the sector. This approach suggests that the nature-based tourism supply could be understood not only from the perspectives of tourist activities offered, but also from the perspective of operational setting preferences (e.g., the axes of high-low specialization, and high-low dependence on specific setting features), providing a new insight into the ways of nature commercialization through tourism. The operational setting itself becomes an important resource, being simultaneously part of the supply and the environment of a tourism system, bringing together a multitude of dimensions and actors. The resources nature-based tourism depends on defy ‘commercialization-friendly’ criteria, creating a context of uncertainty and demanding higher levels of creativity and agency on behalf of the firms. Commercialized nature experiences become important not only for specialized, skill- and equipment-intensive activities, but also for rather simple and relaxed ones, on both international and domestic markets. This suggests the growing importance of commercial nature-based tourism, linked to growing sustainability challenges. The sustainable resource use within the Scandinavian nature-based tourism context, however, is deeply entrenched inunique local specifics, and the entrepreneurial characteristics are not always compatible with market-based sustainability policies, suggesting the need for more fine-tuned approaches.

This study is grounded in the evolving perspective of Service Marketing, Service-Dominant-Logic and ServiceLogic and aims to provide a holistic view of how the digitalization of interactions affects the service provided by the restaurant and in turn the customers’ value creation processes. More exactly, the study examines a digital system for information exchange, order placements and payments in a restaurant on the Swedish market. The study adopts a qualitative approach and data has been collected through the use of unstructured observations and semi-structured interviews. The findings are that the system for digital interactions has both positive and negative effects on valuecreation. It also changes other aspects of the service not directly linked to the system. If this ultimately creates more or less value for the customers is believed to depend on the customers’ individual differences, but if the system is used as a complement to the already existing service rather than as a substitute of the human interaction there are opportunities for a successful implementation.

Vikten av de fysiska och interaktiva omgivningsdimensionerna i servicelandskapet på livsstilshotell har omvärderats. Bakgrunden till detta beror på det pågående skifte som fortgått under en längre tid av den varudominanta logiken till den servicedominanta logiken. Att vara det hotell som får gästernas uppmärksamhet, helhjärtat, kan vara avgörande för vilket hotell de väljer. Det påverkas inte bara av hotellets läge, erbjudande av kärntjänst utan vilket typ av upplevelse de har att erbjuda. För att utforska det här byggs studien upp på Bitners modell för servicelandskap tillsammans med Pine och Gilmores upplevelseekonomi-modell. Genom fältstudier undersöks de materiella och immateriella aspekterna som kan ingå i omgivningsdimensionerna i servicelandskapet samt gästernas emotionella reaktioner på upplevelsen. Hotellen kategoriseras i upplevelseekonomi-modellen samt jämförs mellan varandra. Syftet med undersökningen är att generera kunskap kring vilka dimensioner och variabler som livsstilshotell använder, samt vilka som är mest värdefulla för att skapa en stark upplevelse. Studiens resultat visar att hotellen inom de olika kategorierna i upplevelseekonomi-modellen använder de interaktiva och fysiska omgivningsdimensionerna på olika sätt. Beroende på vilken typ av upplevelse hotellen vill skapa och förmedla krävs det olika mycket engagemang i de olika dimensionerna och dess variabler. / The importance of the physical and interactive dimensions of the service landscape in lifestyle hotels has been re-evaluated. The reason for this is due to the ongoing shift that has continued over a long period of time from the goods-dominant logic to the service-dominant logic. Being the hotel that gets the guests' attention, wholeheartedly, can be decisive for which hotel they choose. This is not only affected by the hotels location, core service offerings, but the kind of experience the hotel have to offer. To explore this, the essay uses Bitner's model for the servicescape together with Pine and Gilmore's experience economy model. Field studies investigate the material and intangible aspects that can be included in the ambient dimensions of the servicescape as well as the guests' emotional reactions to the experience. The hotels are categorized in the experience economy model and compared between each other. The purpose of the essay is to generate knowledge about the dimensions and variables that lifestyle hotels use. Which are most valuable for creating a strong experience based on the different categories in the experience economy model. The results of the study shows that the hotels within the different categories in the experience economy model use the interactive and physical environmental dimensions in different ways. Depending on the type of experience the hotels want to create and convey, the various levels of commitment to the different dimensions and its variables are required.

Servicescape is a physical setting where the performance, delivery and consumption are exchanged within a service marketplace. It includes sensory components, such as the theme of the place that has a high impact on customer perceptions and purchasing decisions and providing them with extraordinary experiences (Pine and Gilmore, 1999; Zeithaml, Bitner and Gremler, 2009). Therefore, the Disneyization concept which is influenced by the previous was applied as it focuses on providing differentiated services. However, the purpose of this research was to explore how theming and performative labour have been used in Small-Medium-Enterprises (SME) cafés as a differentiation strategy, thus only 2/4 Disneyization principles were looked into. Together with their teamwork differentiation was established against homogenised Fika cafés in Sweden. Three sub-questions have been created to allow the authors to answer the main question accurately. Deductive reasoning has been adapted for theory collection, while qualitative research was used when collecting primary data, through purposive sampling, due to criteria having to be met. A total of seven cafés participated through face-to-face semi-structured interviews. A thematic analysis was followed to analyse, code, review, and define themes. The themes in the findings were cross-referenced with the literature review, thus the use of both interpretive and positivist research has shown slightly different results from previous studies. The findings state that when theming, all cafés cared about the different sensory elements such as interior design, sounds and smell for creating uniqueness. However, different from big enterprises, the passion of owners towards the theme was a significant factor in creating a successful theme as well. Nevertheless, theming alone was found to be not efficient enough as a differentiation strategy. Performative labour is needed to complement it which includes the concepts of emotional and aesthetic labour. Aesthetic labour had not a high effect on differentiating services, rather the extent of its application depends on the place and theme itself. On the contrary, emotional labour, which was connected with the service provided had a significant effect on instead, through interaction. Interaction is what is found to provide a unique service, creating a customer experience, thus loyal ones. Furthermore, the execution of theming and performative labour through a strong team is what creates a differentiation strategy in the face of competitors. Therefore, a Differentiation Strategy (DS) model for SME cafés was developed from the Disneyization model to include interaction and teamwork. The empirical data suggest that if a SME café successfully implements the model, it will create a differentiated strategy for itself.

Sammanfattning Studiens syfte är att identifiera kundattityder bland genusmedvetna millennials i avsikt att fastställa hur fysiska servicelandskap med unisexkoncept bör utformas. Utifrån denna information formuleras rekommendationer samt tillhörande modell för företag som ämnar integrera det könsneutrala konceptet i sin butiksprofilering. Studien kommer att behandla teorier utifrån kön, genus och unisex, begreppet konsumentbeteende med fokus på attityder, samt fysiska servicelandskap. Studiens metod är av kvantitativ karaktär och det empiriska materialet utgörs av en enkätundersökning med deskriptiv analys. Totalt inkom 312 svar från undersökningens respondenter varav 259 svar ansågs relevanta för studiens ändamål baserat på det etablerade åldersspannet för millennials, vilket i denna studie är konsumenter födda 1980-2000. Valet av millennials som undersökningsobjekt är grundat i att tidigare undersökningar har funnit att millennials är en genusmedveten kundgrupp, vilket innebär att de ställer sig kritiska till den traditionella och stereotypa könssegregeringen. Denna studie kan verka som praktisk grund för företag samt teoretisk grund för forskare till fortsatta studier då den genomgångna teorin samt empiriska datan indikerar på att kundsegmentet ​genusmedvetna millennials har ett intresse för en bredare implementering av unisexkoncept hos företag i klädbranschen. Studien bidrar med underlag till ett ämne väl värt vidare forskning då flertalet tendenser tyder på en förändring i antågande, där millennials är en betydande del av denna strukturförändring i samhället. För att inte förlora framtidens kunder behöver företag skapa sig en förståelse för unisexkonceptets kärna och inse att det inte handlar om att begränsa, utan att öppna upp design. Att göra allt tillåtet för alla. / Summary The purpose of this study is to identify customer attitudes among gender conscious Millennials to establish how physical service landscapes with a gender-neutral concept should be customized. Based on this information recommendations are formulated, accompanied by a model for businesses who intend to integrate a gender-neutral concept with their business profiles. This study will present theories regarding sex, gender and the gender-neutral concept, the consumer behaviour concept with a main focus on attitudes, as well as the physical servicescape. The methodology used in this study is of a quantitative character and the empirical material constitutes of a survey with a descriptive analysis. A total of 312 answers were submitted by the respondents of which 259 answers were relevant for the purpose of the study based on the established age range for Millennials; which in this study is consumers born 1980-2000. The choice of Millennials as the object of interest is based on previous research which has found that Millennials are a ​gender-sensitive ​generation, which means that they have a critical view on traditional and stereotypical gender segregation. This study can act as a physical base for companies and a theoretical base for researchers to further study the subject since the theory and empirical data indicates that the customer segment ​gender conscious Millennials have an interest of further implementation of the gender-neutral concept in companies in the clothing business. This study contributes with a foundation to a subject well worth further research since a multitude of tendencies indicates that a change is coming, where Millennials are a significant part of this structural change in society. So as not to lose the future customers, companies need to create an understanding for the core of the gender-neutral concept and realize that it’s not about limiting, but to open up design. To make everything allowed for everyone.

Servicelandskapet och dess utformning där företagets tjänst produceras och konsumeras har kommit att bli allt viktigare ur ett marknadsföringsperspektiv. Detta då platsen kan användas för att skapa positiva upplevelser för slutkunderna, och samtidigt fungera som en effektiv kommunikationskanal för att förmedla varumärket. Syftet med studien är därmed att generera kunskap till ämnesområdet varumärkeskommunikation, genom att undersöka hur arkitekt-och designbyråer, på uppdrag av tjänsteföretag, strategiskt planerar utformningen av servicelandskap för att stärka kundens varumärke. För att undersöka detta har en kvalitativ ansats tillämpats i form av semistrukturerade intervjuer. Studiens resultat visar att en grundförutsättning för att arkitekt-och designbyråerna ska kunna förmedla en representativ bild av varumärket är att de bildar sig en förkunskap kring företaget och dess varumärke. Det har även framkommit att flera strategier kombineras vid planering av servicelandskapets utformning. Där upplevelsen och dess påverkan genom stimulering av sinnen, samt upprepning av företagets visuella uttryck och budskap i den rumsliga miljön visat sig vara viktiga strategier för att kunna stärka ett varumärke i servicelandskapet. / The servicescape and its design, where the company's services are produced and consumed, have become increasingly important from a marketing perspective. One reason is that the place can be used to create positive experiences for the guests, while also serving as an effective communication channel to communicate the brand. The aim of the study is therefore to generate knowledge in the field of brand communication, by exploring how architect-and design agencies, on behalf of service companies, strategically plan the design of the servicescape to strengthen the customer's brand. To explore this, a qualitative approach has been applied in form of semi-structured interviews. The results of the study show that one essential condition for the architect-and design agencies to be able to communicate a representative image of the brand, is that they gain an informed understanding of the company and its brand. It has also been found that several strategies are combined when planning the design of the servicescape. The experience and its influence through stimulation of the senses, as well as repetition of the company's visual expressions and messages in the spatial environment, have been found as important strategies for strengthening a brand in the servicescape.

<p>Att shoppa har blivit en utav våra allra vanligaste ledighetssysslor. Konsumenter rör sig obehindrat mellan butiker och dess olika miljöer, ofta på ett slumpmässigt sätt. Frågan är hur mycket slump det faktiskt är hur miljöerna får konsumeter att må och att röra sig. Vi har valt att observera konsumenter för att se hur miljön påverkar till både aktiva beslut och kognitiva beslut. Miljön ska skapa rätt känslor hos konsumenter för att de ska trivas i miljön samt återvända till den.</p><p>Tjänstemiljö är ett allt mer centralt begrepp för företag, eftersom det ses som en funktion att skapa avsedda känslor genom att avbilda en annan verklighet. Det är även så att tjänstemiljön avspeglar och skapar mening till konceptet samt skapar ett värde hos konsumenten.</p><p>Det praktiska syftet med uppsatsen är undersöka hur konsumenter påverkas av tjänstemiljön i ett köpcentrum. Det teoretiska syftet är att försöka konkretisera vad som sker hos konsumenter vid besöket av ett köpcentrum. Syftet ska leda till underlag för köpcentrumet Mitt i city i Karlstad, om hur tjänstemiljön skapar en upplevelse, mening och funktion till konsumenter genom köpcentrumets koncept.</p><p>Vår teoretiska bakgrund och kunskapsfront för denna uppsats bygger på tidigare forskning kring designattribut inom konsumtionsmiljöer samt påverkan från miljön till konsumenter. Videoobservation har genomförts för våra studier för att på ett bra sätt komplittera redan befintliga studier om konsumentbeteenden, rörelsemönster och koncept. Vi har även rett ut sambandet mellan köpcentrum med dess koncept, värde och meningsskapande för tjänstemiljön.</p><p>För att genomföra vår studie har vi valt en kvalitativ metod och studerat informanters välbehag av miljön samt observerat deras rörelsemönster. Vi observerade och intervjuade våra informanter i tre faser; före, under och efter besöket av köpcentret.</p><p>Studien av Mitt i city har gett indikationer på hur tjänstemiljön skapar värde till konsumenter genom köpcentrumets koncept. Vi har även upptäckt att konsumenter skapar individuella upplevelser och upplevelserum genom att använda tjänstemiljön på olika sätt.</p> / <p>Shopping has become one of our most common leisure services. Consumers are moving unimpededly between shops and their different environments, often in a random manner. The question is how big impact the environment brings to the consumers wellbeing and to their behaviour. We have chosen to observe consumer for that reason, to see how the environment affect to both active decisions and cognitive decisions. The function of the environment is to create the right enjoyable feelings among the consumers, to make them revisit.</p><p>Servicescape is an increasing idea in retailing. It is of big importance that consumers can feel wellness in the environment were the purchasing is about to take place. The environment also creates meaning and value to the concept of a mall.</p><p>The utilitarian purpose with this essay is to investigate how consumers are affected by the servicescape in a shopping mall. The theoretical purpose is attempting to concretize what really happens among the consumers when they visit the mall. The purpose will lead to a foundation for the shopping mall “Mitt i City” in Karlstad, about how the servicescape creates experience, meaning and a function to consumers thru the malls concept.</p><p>Our theoretical background and proficiencies for this essay is built upon earlier research based on design attributes within consumption environments, and the research about the influence that environment brings to the consumers. Video observations have been done for our studies, to provide and complement existing studies about consumer behaviour in servicescape. We have also reasoned about the shopping mall with its concept, value and meaning for the servicescape.</p><p>To put through our studies we have chosen a qualitative method and studied informants well being in the environment. We have also observed their movement. We observed and interviewed our informants in three phases, before- under and after the visit of the mall.</p><p>The study of “Mitt i City” has given indications about how the servicescape creates value to consumer thru the shopping malls concept. We have also discovered that consumer creates individual experiences and experience rooms thru using the servicescape in different ways.</p>

Att shoppa har blivit en utav våra allra vanligaste ledighetssysslor. Konsumenter rör sig obehindrat mellan butiker och dess olika miljöer, ofta på ett slumpmässigt sätt. Frågan är hur mycket slump det faktiskt är hur miljöerna får konsumeter att må och att röra sig. Vi har valt att observera konsumenter för att se hur miljön påverkar till både aktiva beslut och kognitiva beslut. Miljön ska skapa rätt känslor hos konsumenter för att de ska trivas i miljön samt återvända till den. Tjänstemiljö är ett allt mer centralt begrepp för företag, eftersom det ses som en funktion att skapa avsedda känslor genom att avbilda en annan verklighet. Det är även så att tjänstemiljön avspeglar och skapar mening till konceptet samt skapar ett värde hos konsumenten. Det praktiska syftet med uppsatsen är undersöka hur konsumenter påverkas av tjänstemiljön i ett köpcentrum. Det teoretiska syftet är att försöka konkretisera vad som sker hos konsumenter vid besöket av ett köpcentrum. Syftet ska leda till underlag för köpcentrumet Mitt i city i Karlstad, om hur tjänstemiljön skapar en upplevelse, mening och funktion till konsumenter genom köpcentrumets koncept. Vår teoretiska bakgrund och kunskapsfront för denna uppsats bygger på tidigare forskning kring designattribut inom konsumtionsmiljöer samt påverkan från miljön till konsumenter. Videoobservation har genomförts för våra studier för att på ett bra sätt komplittera redan befintliga studier om konsumentbeteenden, rörelsemönster och koncept. Vi har även rett ut sambandet mellan köpcentrum med dess koncept, värde och meningsskapande för tjänstemiljön. För att genomföra vår studie har vi valt en kvalitativ metod och studerat informanters välbehag av miljön samt observerat deras rörelsemönster. Vi observerade och intervjuade våra informanter i tre faser; före, under och efter besöket av köpcentret. Studien av Mitt i city har gett indikationer på hur tjänstemiljön skapar värde till konsumenter genom köpcentrumets koncept. Vi har även upptäckt att konsumenter skapar individuella upplevelser och upplevelserum genom att använda tjänstemiljön på olika sätt. / Shopping has become one of our most common leisure services. Consumers are moving unimpededly between shops and their different environments, often in a random manner. The question is how big impact the environment brings to the consumers wellbeing and to their behaviour. We have chosen to observe consumer for that reason, to see how the environment affect to both active decisions and cognitive decisions. The function of the environment is to create the right enjoyable feelings among the consumers, to make them revisit. Servicescape is an increasing idea in retailing. It is of big importance that consumers can feel wellness in the environment were the purchasing is about to take place. The environment also creates meaning and value to the concept of a mall. The utilitarian purpose with this essay is to investigate how consumers are affected by the servicescape in a shopping mall. The theoretical purpose is attempting to concretize what really happens among the consumers when they visit the mall. The purpose will lead to a foundation for the shopping mall “Mitt i City” in Karlstad, about how the servicescape creates experience, meaning and a function to consumers thru the malls concept. Our theoretical background and proficiencies for this essay is built upon earlier research based on design attributes within consumption environments, and the research about the influence that environment brings to the consumers. Video observations have been done for our studies, to provide and complement existing studies about consumer behaviour in servicescape. We have also reasoned about the shopping mall with its concept, value and meaning for the servicescape. To put through our studies we have chosen a qualitative method and studied informants well being in the environment. We have also observed their movement. We observed and interviewed our informants in three phases, before- under and after the visit of the mall. The study of “Mitt i City” has given indications about how the servicescape creates value to consumer thru the shopping malls concept. We have also discovered that consumer creates individual experiences and experience rooms thru using the servicescape in different ways.

Made available in DSpace on 2016-12-01T19:18:33Z (GMT). No. of bitstreams: 1 jacqueline.pdf: 370260 bytes, checksum: 526652383e60c20f43396c8816484294 (MD5) Previous issue date: 2012-02-29 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The restaurant s servicescape can be seen as a marketing strategy that involves both aspects of environmental psychology, administration, nutrition and architecture. In order to analyze the impact of restaurant s ambience elements in the overall quality perceived by customers, this qualitative research aims to identify the elements of greater and lesser importance in the ambience for both managers and customers, through interviews in depth. In total, 10 restaurants with average ticket over R$ 51, a la carte system and located on Florianópolis, were part of the survey. Were interviewed all these restaurant s owners (10 of total) and 20 clients who frequent these kind of restaurants, at least, twice a month and spend on average R$51 per person. In addition, we collected data by personal observation in the restaurants of the research. Armed with the customers and managers view, it was possible to list the most important elements in the restaurant s environment in costumers opinion, confront to the understanding of managers and, finally, identify possible gaps in service quality. In addition, a theoretical model was proposed based on Bitner s Servicescape Model (1992), the Gaps Model of Service Quality of Parasuraman, Zeithaml and Berry (1985) and Santos Model (2006). This theoretical model constructed proposes the customization of it to various services sectors. Among the findings, it was found that the most important elements in the restaurant s servicescape, in the view of customers, are temperature, music, color and lighting. According to the customers' position about these and other elements, can be concluded that customer satisfaction with the environment involves, in particular, feelings of comfort and security. More than the beauty and architecture of the place, people value aspects which let them comfortable and safe, whether visual comfort, thermal comfort, noise comfort or food safety / O cenário de serviços de restaurantes pode ser visto como uma estratégia de marketing que envolve tanto aspectos de psicologia ambiental, como administração, nutrição e arquitetura. Com o objetivo de analisar o impacto dos elementos do cenário de serviços de restaurantes na qualidade geral percebida por clientes, esta pesquisa qualitativa propõe a identificação dos elementos de maior e menor importância no ambiente do restaurante tanto para gestores quanto para clientes, por meio de entrevistas em profundidade. Ao total, 10 restaurantes com ticket médio acima de R$ 51, de sistema a la carte e localizados em Florianópolis fizeram parte da amostra. Foram entrevistados os gestores destes restaurante e 20 clientes que frequentam, pelo menos, duas vezes por mês restaurantes desse tipo e que gastam, em média, o valor referido. Além disso, também foi realizada a coleta de dados por observação pessoal, na forma de Cliente Oculto, nos restaurantes investigados. De posse das visões de clientes e gestores, foi possível elencar os elementos mais importantes no ambiente do restaurante para os clientes, confrontar com o entendimento dos gestores e, por fim, identificar possíveis lacunas de qualidade do serviço. Além disso, um modelo teórico foi proposto com base no Modelo de Cenário de Serviços de Bitner (1992), no modelo de Lacunas de Qualidade em Serviços de Parasuraman, Zeithaml e Berry (1985) e no Modelo de Santos (2006). Esse modelo teórico construído propõe a customização para diversos setores de serviços. Entre os resultados encontrados, identificou-se que os elementos mais importantes do cenário de serviços de restaurantes, na visão dos clientes, são temperatura, música, cores e iluminação. De acordo com a posição dos clientes a respeito desses e de outros elementos, pode-se concluir que a satisfação dos clientes com o ambiente envolve, em especial, sensações de conforto e segurança. Mais que a beleza e arquitetura do local, as pessoas valorizam aspectos que lhes deixem confortáveis e seguras, seja conforto visual, térmico, sonoro ou alimentar