WHAT IS SERVICESCAPE?

The concept of a servicescape was developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. Booms and Bitner defined a servicescape as:

"The environment in which the service is assembled and in which the seller and customer tangible interact, commodities combined that with

facilitate

performance or communication of the service"

SERVICESCAPES Servicescapes can be classified on two dimensions:  Servicescape usage  Complexity of the servicescapes I. The usage takes into account as to how organisations differs in terms of who the servicescape will actually have an effect on when they come in contact with the service facility-customers. employees. or both groups which gives rise to three situations:  Self-service (customers only)  Interpersonal services (both. customer and employee)  Remote services (employee only) 1 .

few spaces. the full range of marketing and organisational objectives can be approached through careful management of the servicescape. and many forms) many For lean servicescapes. especially in self-service or remote service situations in which there is no interaction among employees and customers. The complexity of the servicescape has two environments:  Lean (simple. elements. design decisions are relatively straightforward. 2 . few elements.II. For elaborate servicescapes. and few pieces of equipments)  Elaborate (very complicated.

or group needs) II. employees. for remote. more resources of time and money.TYPOLOGY IMPLICATIONS By locating itself in the appropriate cell of the typology as above. Who should be consulted in making servicescapes and other evidence decisions? (Accordingly. both marketing and organisational goals) How complex is the set of decisions regarding the servicescape? (for elaborate. What organisational goals might be targeted through servicescape designs? (for self service. for interpersonal. the organisation should answer the following: I. complex design. and people involvement) . the marketing goals. focus customer needs. the work-group needs.

and relationships through office assignments. Socialising. Use of colours. It extends to the appearance of contact personnel through their uniforms or dress and other elements of their out-ward appearances. Facilitator. Aiding the performances of persons in the environment. II. quality of furnishings and location in organisation. “wrap” the service and convey an external image. music. . Make service a pleasure to experience from the customer’s point of view and a pleasure to perform from the employee’s.ROLES OF THE SERVICESCAPE I. Price differentiation through variation of physical luxurious settings and sittings. behaviours. III. Package. Aid in socialising of both employees and customers by conveying the expected roles. Differentiator. IV. Exclusive positioning as differentiated from its competitors and signal the market segment the service it intends to provide.

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