Chai Wala

Servicescape- Services Marketing Assignment# 3

1. What is done well in this servicescape?

The Chai wala shop gives a feel of Chai Dhaba even the
name suggests the same, but instead of being a dirty
roadside dhaba, it is very well maintained, clean and
different dhaba. Which gives you feel of Dhaba with an A-
tier caf, like it has artwork of Trucks and has wi-fi as
well, in simple words it is amalgamation of both.

2. What are the important issues in designing/maintaining this service

scape so that it will be a positive influence on customer expectations?
Basically, the problem is there are caf and there are
dhabas but what about the people who want the taste of
dhaba in an AC atmosphere, and what about the people
who want the feel of and open air, but with the service of
a caf. The Chai wala gives you the atmosphere of a
traditional dhaba with services of caf, which makes it
prime choice for the customers.

3. What part(s) of the servicescape could be improved or altered to

positively influence the service experience? Use the video to point out
specific examples.
The music will be one of those things that we least liked
at Chai wala, the playlist is not what a dhaba caf, should
have it is more likely to suit a mehfil not caf. So, they
should alter the playlist with the songs that will be more
welcomed by their consumers keeping their mood in
mind.

4. Do any of the following characteristics (color, lighting, shapes, sound,

and smell) influence the customers experience? Explain.
Yes, all of them do, like it has traditional truck colors in
their caf, which gives it much liked dhaba style, with the
artwork of the trucks, as far the lightning is concerned
the caf has dim lights gives perfect environment to chill,
sound is somewhere they can improve and smell is
perfect.
5. Which roles (package, facilitator, socializer, and differentiator) does
this service scape play? Explain
The Servicescape plays the role of differentiator in the
case of Chai Wala, because that is what sets it apart from
all its competitions, it is the prime factor that
differentiates it, that Chai Wala gives you the traditional
feel of dhaba, trucks art with the modern services like wi-
fi etc.