Understanding the Influence of

Biomorphic Design Forms in

Servicescapes
Deepak S. Kumar, Indian Institute of Management Kozhikode
Keyoor Purani, Indian Institute of Management Kozhikode
Shyam A. Viswanathan, Amrita University
Anagha Unni, Amrita University
Aiswarya Vasudevan, Amrita University

Keywords: biomorphic designs, attention restoration theory, place identity theory, S-O-R Model, servicescape preference
Description: This study presents and validates the relationship between biomorphic servicescapes designs and consumer
servicescape preferences by applying theoretical frameworks from architectural studies.

EXTENDED ABSTRACT
domain and introduces biomorphic servicescape designs,
This research explores the relationship between biomorphic which could be more practical at times compared to bio-
Research Question

servicescape designs (indicated as curvilinear layouts, liv-
able elements, natural posters and finishes, and warm light-
ing in the servicescape designs) and servicescape preference.
Further, it explains how biomorphic designs can help users
to get better connected with the servicescapes by introducing
the mediating role of attention restoration as explained by
attention restoration theory and of place identity (both emo-
tional and cognitive).
The methodology includes multiple studies; (1) one-short
Method and Data
philic (expressed as the presence of natural elements) in ser-
vicescapes. It establishes the influences of biomorphic ser-
vicescape designs on customer preferences. Using the S-O-R
model, it further explains this relationship through mediat-
ing effects of attention restoration and place identity.
With evidence of indirect experience of nature influencing
servicescape preference, managers can invest in biomorphic
servicescape designs to have desired effects and improved
ROI. Service marketers who engage with highly attention
deprived, high stressed customers or who wish to position

treatment with photographic images (sourced from numerous
online repositories) as stimuli and (2) 3 ¥ 2 factorial designs
with 3D visuals (generated using Google Sketchup 3D mod-
elling software) as stimuli. The respondents for the first study
were chosen among postgraduate students of a leading uni-
versity in India. The total usable responses for this study were
their service brands for audiences who identify themselves
well with nature may particularly find it useful to invest in
biomorphic designs of servicescapes.
Arguably, this research is the first one that explores the indi-
Summary of Findings

3,680. The respondents for the second study was sourced
from social media contacts of 3 researchers (n = 654).
This research adopts and validates the concept of biomor-
Key Contributions
rect effects of nature in servicescape designs and thereby
introduces biomorphism to marketing studies. The research,
through multiple studies, establishes that indirect effects of
nature in servicescapes or biomorphic designs lead to higher
customer preference. By establishing the mediating role of

phism—indirect experience of nature—from architecture attention restoration and place identity, it explains how bio-

For further information contact: Deepak S. Kumar, Assistant Professor, Indian Institute of Management Kozhikode, Kozhikode (deepaksk@iimk.ac.in).

SCR-28 2020 Winter AMA Proceedings

morphism is related to customer preference of a ser- References are available on request.
vicescape. Another significant contribution is that the
research establishes the effects of biomorphic servicescape
design on place identity.

2020 Winter AMA Proceedings SCR-29

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