Methods of improving the physical spaces of banking establishments

Purpose – The purpose of this paper is to address physical space management in customer service establishments and recognise the importance for such establishments to consider the experiences of customers in these spaces. For this purpose, the authors suggest constructs that enable service companies to focus appropriately on clients and to create and manage the experiences of customers in these facilities. Design/methodology/approach – The data for the analysis were gathered using a purpose‐designed structured questionnaire that was administered by computer‐assisted telephone interviewing (CATI). Quotas were established to ensure a reliable and accurate representation of the general Spanish population with current accounts at a retail branch of any bank. The data collected included 1,600 valid responses. Findings – Changes in the physical spaces of banking establishments must be determined by “how such establishments want to be perceived” by customers. This research indicates that current management is inadequate, as evidenced by the resoundingly negative customer evaluations. Consequently, banking establishments must be redesigned to ensure that clients are placed at the centre of such spaces. Practical implications – The authors’ practical recommendation is that banks should introduce changes to the environmental and physical components of their facilities to generate a more positive response from their customers. Originality/value – The categorisation of the physical customer service space described in this paper will enable such spaces to be used to facilitate positive consumer experiences, to assist companies in achieving an improved client‐oriented atmosphere.