This book, City as a Multilayered Servicescape: Rethinking The City Through Everyday Life Experiences, emerged from a fundamental question: How do citizens experience the city in their everyday lives? Addressing this question requires moving beyond the understanding of the city as a static physical setting and instead conceptualizing it as a complex experiential environment. Drawing on insights from multiple disciplines, the book explores how cities function as living spaces of service interaction, social exchange, and meaning-making. Building on the evolution of servicescape theory, it extends the traditional focus on physical environments and proposes a broader conceptualization of the city as a multilayered servicescape.
At the heart of the book is the argument that citizens are not passive recipients of urban environments. Rather, they actively interpret, experience, and cocreate the meanings of places. By focusing on ordinary experiences rather than exceptional events, the book highlights the importance of everyday life as a source of meaning and experiential value. The multilayered servicescape framework developed here offers a new lens for understanding urban life and contributes to ongoing debates in services marketing, consumer behavior, consumption studies, urban studies, and place research. By integrating these fields, the book seeks to bridge disciplinary boundaries and encourage a more holistic understanding of cities as experiential environments.