The interplay of service complexity and spatial layouts

Purpose – The purpose of this paper is to explore the interplay of the internet and the spatial designs of the bricks‐and‐mortar contexts within which face‐to‐face services are provided. Design/methodology/approach – Focuses on the travel, the banking and book‐selling industries; the methods involve interviews, observation and visual material of the new physical spaces within which customer‐sales representatives interact face‐to‐face. Findings – The internet has not reduced the importance of physical space; on the opposite, this study argues, it has revalorised and emphasized the significance of space. Research limitations/implications – The study's explorative nature does not allow for generalization. Whereas space and time are traditionally regarded as contextual factors, this study recognizes their dynamic nature, regarding spacing and timing as economic phenomena. However, further studies may seek to establish more thoroughly such economic effects. Practical implications – Changes in spatial layouts of a work place leads to novel spatial practices, which require new personnel competencies. For example, employees' more intimate interactions with customers entail new demands on employees' interpersonal skills and competence. By the same token, new metrics are required for measuring the performance and efficiency of employees. Originality/value – Highlights the relationship among new technologies, changes in the nature of face‐to‐face services, spatial layouts, and change in time orientation, namely a change from time effectiveness towards interaction effectiveness.