The Differentiation of Uppsala Independent Bookstores Based on Servicescape Theory

Abstract: The study examines how independent bookstores differentiated themselves from other bookstore retailers, to satisfy their customer needs and then to achieve customer engagement. The research proposes two questions as following: How do independent bookstores in Uppsala differentiate themselves in the book retailing industry? How do customers engage with independent bookstores? In order to answer these questions, qualitative research method was employed in this study. This research took all of the seven independent bookstores in Uppsala as a sample, interviewed owner/managers of each of them, and collected 85 questionnaires from their customers on the basis of the servicescape theory. The researchers employed the approach of qualitative data analysis. The analysis of the findings was based on Raffaelli’s 3C’s model, servicescape theory, and customer engagement theory. The conclusion of this study illustrates the actions of independent bookstores of differentiating themselves in the six dimensions of servicescape theory and indicates that both independent bookstore and their customers lay emphasis on the differentiation of functionality and employees. Furthermore, the customer engagement could be enhanced through the differentiation.