(A) A study on the Servicescape/ Physical Evidence of the service

Q1. Name and Address of the Outlet

A. Airtel Relationship Centre

2744, Kalidasa Road, Vani Vilas Mohalla, Mysuru – 570002.

Q2. Describe the Physical Environment, the customers, and the employees

A. Customers
 All customers who visited the service centre was almost students and old
people(above 60 years)
 Majority of the people belongs to Middle class segment

Employees

 All employees are well dressed and well uniformed.

 Common uniform has been maintained by the employees.
 Separate counters for Express service.
 4G service has been highlighted by the employees to customers and it also showcased
in the entire service centre.

Q3. How do you feel in the environment? Does the environment consistently convey the image
described by the business? If yes, how? If no, why not and what should be changed?

A. Environment
 Queue display
 Billboards.
 Customer Feedback System.

Yes, the environment consistently conveys the image described by the business, because all
the above mentioned environmental features will be added advantage to it. Apart from that, the
customers who are coming to the service centre all well aware about what they need to get it( such
as Aadhar cards and all). They have Customer Feedback system also.

Q4. Describe the atmosphere of the establishment (layout, colours, Sounds, Smells etc..,). How
crowded was the establishment? How did the atmosphere make you feel?

 Air-conditioned rooms.
 More spacy and comfortable.
 Good lighting effects inside the show room.
 Blue and white walls and red chairs which showcase the airtel symbolism.

Approximately, at least 5-6 customers presence was there in the service centre. Which we as a
group observed that there are not much tension faces in the service centre. The atmosphere made
us feel comfortable and relaxed. Waiting time for every customer is around 10 minutes per
customer.

Q5. What is the target market? How do you think people in this group feel in the store?
 Target Market is Economy Segment
 People are bit confused about the pricing of the service.
 They argue with staff of the outlet regarding different data plans and combo offers.
After observing the people who were present in the store, we came to know that they are unaware of
the various data packs and plans that are offered by the airtel. They are confused between FUP (Fair
usage policy) and cellular data services offered by airtel and they argue with the staff regarding the
usage tariff.

Q6. Describe the customers. How were they dressed, and how did they act? Were they there
alone or with others? What are your inferences regarding customers’ social status, lifestyle
or income?
Most of the customer who walks in are old age people (50-60). They were dressed in
a formal way and they will come alone sometimes and speak politely.

The customers who walk-ins to the airtel store are economy segment old aged people with
modern lifestyle and mid family income. They are very polite and doesn’t give a much
headache to the staff present there.

Q7. Describe the customer contact personnel. How were they dressed, and how did they
behave?
The customer contact personnel were:
 Soft-spoken
 Well Dressed
 Had a perfect Body Language.
 Attended every customer in jovial manner
 Used to interact about 10-15 min for a customer who walks-in to the store

Q8. Describe the general demographic characteristics of the employees (gender, age range,
language, socio-cultural status etc.). What are your inferences on whether the
establishment is a “good” place to work based on the employees’ behaviours?
 Staff consist of 4-male and 3-female members.
 Age category lies between 22-35
 Language known are Kannada and English
 They were all from economy segment

Overall, the outlet was a good place to work and most of them were localities. Hence it
created a calm and supportive environment for women and new employees to begin with.

Q9. Your observations on the service culture of this business.

 They follow integrity and ethics
 They maintain business standards
 The company also issued Bharati airtel annual standard certificate for the employees
 Employees also safeguard the trade secrets
 The store follows give and take relationship
 Follow passion for performance model
 Believes in teamwork
 The workplace had good ambiance
 Outlets interior décor was eye catching
 Every staff member was customer centric
 They adopted Q-system to serve the customer