Instrument development and psychometric testing of the maternity servicescape using user-generated content

Purpose Drawing on trait activation theory, this study aims to develop a servicescape assessment scale, MATSCAPE, specifically designed for Indian maternity hospitals to reflect the unique psychographic characteristics and expectations of Indian consumers. Trait activation theory posits that individuals’ traits are activated by specific environmental cues, making it particularly relevant in examining how the servicescape of maternity hospitals influences customer perceptions of service quality. Design/methodology/approach The study uses text analytics (TF-IDF) to analyse customer-generated data to identify factors measuring maternity hospital servicescape (MATSCAPE). The factors were further validated using structural equation modeling on R studio (SEMinR) for scale development. Findings The results show that the MATSCAPE scale consists of two primary components: physical and social servicescape. The physical servicescape has five subdimensions, whereas the social servicescape consists of one. Each dimension highlights specific environmental cues that activate customer expectations, aligning with trait activation theory. Practical implications The MATSCAPE model provides a tailored framework that maternity hospitals in India can use to improve the servicescape, focusing on both physical and social dimensions to align with customer expectations and drive satisfaction. Originality/value Through the application of trait activation theory and analysis of customer feedback from digital health portals, this study provides a culturally tailored framework to improve maternity services in India. This approach uniquely addresses how specific servicescape elements trigger customer expectations and satisfaction in the maternity healthcare context.