Servicescape

Evgeniya Chabanova, Sbastien Monot, Mihai Susan

Outline
1.
2. 3.

Servicescape definition Servicescape Framework Servicescape in practice: fast-food vs. luxurious hotels

Servicescape definition

The environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service. (Booms and Bitner, 1981, p. 36)

Framework

Source: Adapted from Bitners (1992) Framework for Understanding Environment-user Relationship in Service Organizations

Servicescape in practice
1. Visual cues. (color, lightning, walls , (painting), ground, plants?...) 2. Facilities, Layout and Furniture (exterior design, parking,) 3. Ambiance (auditory clues, temperature, smell..) 4. Cleanliness, Quality (of the food), luxe, politness, accessory services.

1. Visual cues (color, lightning, walls , painting, ground, plants)

Color is a strong visual component of a physical setting, particularly in an interior setting. The kind of lighting in an environment directly influences customers perception. The use of wallpaper, paintings or other stuff is relevatory of the kind of business. Tiled floors, parquet floors, linoleum offer as well a wide range of possibilities for the creation of an unique visual atmosphere.

Plants are supposed to convey a special atmosphere and to attract the consumer attention.

2. Facilities, Layout and Furniture (exterior design, playing ground, parking)

Facility design is used to differentiate itself from its competitors.

A hotel/fast-food restaurant layout is one of the key strategies in its success - therefore, a lot of time, effort and manpower goes into its design. The furniture placement may convey a sense of enclosure, define spatial movement, function as walls, and communicate visible or invisible boundaries. Recognizable changes in ceiling heights affect spatial perception more than a similar change in room width or length.

3. Ambiance (auditory clues, temperature, smell)

In a servicescape, guests take note of music and noise as auditory components of their evaluations. Noise and loudness of sound have usually been perceived as irritating and annoying. It should not be too cold or too warm, it could disturb and irritate the customer. Of all the senses, smell is the most closely linked to the emotional centre of the brain.

4. Servicescape quality (housekeeping, cleanliness, politness, special services)

Housekeeping establishes a business reputation for cleanliness and quality. It is vital to have a strong housekeeping department, for the guests' health, safety and comfort. Politeness is a better chance of making customers feel like they are respected. Supplemental or special services provided in addition a basic service.

Thank you for your attention!