Servicescape navigation: a customer typology based on the wayfinding ability of Italian hospital visitors

Purpose - This paper aims to profile wayfinders into homogeneous sub-groups according to their wayfinding ability, and to investigate the differences between the clusters identified and their evaluations of satisfaction. Design/methodology/approach - This study uses survey data collected in a hospital in the Northern part of Italy. The survey questionnaire assessed the participants’ self-estimation of wayfinding ability in terms of wayfinding competence, wayfinding strategy and wayfinding anxiety, as well as the wayfinder’s satisfaction. Findings - The findings propose that three factors, namely, (i) individual orientation skills, (ii) confidence in servicescape elements, and (iii) anxiety control, contribute to defining wayfinding ability. Based on these factors, cluster analysis reveals three profiles of wayfinders, as follows: (1) the Easy Goings, (2) the Do-it-yourselves (DIYs) and (3) the Insecures. Group differentiation comes from wayfinding ability and customer satisfaction levels. Research implications - The results of this study advance the segmentation literature by analyzing different types of wayfinding ability that can lead to different satisfaction levels. Practical implications - These findings will help service managers improve servicescape design and help them formulate effective targeting strategies. Originality/value - While previous research outlined the importance of some factors such as gender differences, familiarity with the service environment and cognitive approaches, this study recommends the examination of the profile of visitors to the service setting to allow them to find their way more effectively.