Introduction The setting of the service contributes to the overall experience of a guest This is why even though the service delivery is impeccable, it seems that there i something lacking in the process. By this, an establishment needs to refurbish the system when it comes to the ambiance of the servicescape. Learning Objectives At the end of this chapter, the students should be able to: + understand the importance of service settings or environments; * determine how the service environment affects guests and employees; and intify the reasons why providing a safe and secure service environment is important for the guests. 36 Quality Service Management in Tourism and HospitalityReality Bites A famous Chinese restaurant in the metro is known for its dim sum and noodles. This restaurant was built in the 1950s and it is still operated by the same family, still utilizing the same ingredients. Upon eating, a person can see the steam ‘equipment where there are fresh buns in the dining room. The entryway has no doors, but a curtain made of beads serves as its opening. The scent of eggs and oil cooked together emanates within the restaurant's premises. That is why when dining, a person can get a rustic feeling while eating the sumptuous dim sum. Do you think the atmosphere of the dining room affects the dining experience of the guest here? Content The Servicescape The servicescape is the actual, physical environment where the act of service is performed, delivered, and consumed. It is very important because it is the area where the service team and the guest interact with each other. This is why a ‘constant examination, especially on use areas, is very much needed.An example of the servicescape could be the front desk of a hotel, the cabins in an airplane, the entire grounds of a theme park, or the client rooms of a day spa. Alll areas where there is an encounter between a guest and the service staff can be considered part of the servicescape. Planning the servicescape is critical as it contributes to the overall mood of a {guest while helshe is actually experiencing the service. It is also significant for the employees as it affects the overall productivity of the service staff if a setting is planned properly. Chapter 4 |The Guest and the Service Setting 37Rutledge’s Principles of Design for Tourism and Leisure-relatey Establishments Albert J. Rutledge introduced certain principles on how to effectively desig, establishments for the purpose of both the guests and the employees as they arg the ones who usually utilize establishment spaces. 8 Everything should have a purpose. there is a good use of the land ang the spaces, there should not be any area without any function, Therefore, there should be a good relationship between the different parts of an establishment or, in a bigger scale,a complex. The parts are as follows: a. Natural Elements ~ These areas include the land itself, water areas, and plants. b. Use Areas - These are areas where there is an interaction between the guests and the service staff most of the time, such as the dining room floor, parking area, and game rooms. In these areas, itis important to check for certain technical requirements. For example, if an area is in a hilly location, the degree of pitch or flat should be considered and whether an activity should be placed there. For outdoor areas where many trees abound, overshading should also be avoided, : Major Structures — in large complexes, these pertain to buildings and dams. Minor Structures —These include utility areas, benches for guests, walkways, and pathways. For large outdoor complexes, tis important to establish a good street system and internal road network eo that Buests would not be lost and to ensure quality of experience. Quality Service Management in Tourism and HospitalityForces of Nature ~ These include wind, sun, and rain effects. While each part is individual in nature, no element can function without each other. One must not forget that in planning the servicescape for the guests and employees, the keyword should be relationships. Each element should be planned in relation to one another. Ancther consideration would be checking what the purpose of an element placed in a certain location is and why itis there. Design should be for both employees and guests. When planning for space allocations of the servicescape, it is important to consider the physical strengths and weaknesses of the site. If the area tends to be hot because of the direction of the sun, then in the planning sessions, avoid placing center of guest and employee activities in these use areas. We should always remember to check if we are designing for guest wants, guest needs, or what we think the guest needs. In all areas there should be a balance. Balance between the personal (guest) and impersonal (establishment) needs. Chapter 4 |The Guest and the Service Setting 393. Function and aesthetics should be present. In designing the hospitality ang tourism workplace and guest experience, both the concept of Function and aesthetics should be considered. Function pertains to the technica aspects of the operation, such as the height of a chair in relation to the table, the quality of material used in making that chair, and the comfort i, gives to the guest or employee. But always remember that if the chair jg not visually appealing, you will be having a hard time convincing a guest tp sit there. Since these things will be designed for the guests and employees, the functionality of the equipment and its beauty and appeal should all be considered at the same time. Thereby, this means guest satisfaction ang functional profitability must go hand in hand. 4. Set up a substantial experience for the guests and employees. It is important that when a guest or an employee comes in contact with the servicescape. he/she can immediately answer the question, “What is""What is in store for me?” Or,“What is the reason that | am here?” In an instant, a guest would want an answer to these questions. That 8 service setting should have @ holistic view on what itis that we want a guest to experience.10 set this up properly the resort to theming” is usually established. Theming refers to the use of an overarching concept to create # holistic and integrated organization of the guest experience. Plannett usually use one concept or one group of concey aspects of the service setting, It could walls,to the sounds played, and even tothe foads served. Theming can a8? be observed through the different design elements introduced in a setting such as the lines, textures, forms, and colors Pts in designing the tangible 80 2s far from the paints used it 40. Quality Service Management in Tourism and Hosptalywhich has been allowed to dominate. Lastly, enclosures also aid in theming as what seem to be open-ended enclosures in the form of open doors can appear as a huge area to the naked eye. Set up an appropriate experience for guests and employees. If principle 4 discussed the answer to the question, “What is,” then this principle will now answer the question, "Why it is.” Why is it there? Are'the elements of the site supposed to be in such fashion? To aid in delivering a holistic experience, it is important that elements of design are appropriately placed in reference to the type of the place, whether it will be a resort, restaurant, or leisure-linked facility. To establish this, first, checking the physical characteristics of the site is important. An inventory of the si is important to see whether the elements fit where they are designed, or that they are appropriately located. One thing most, important for ‘outdoor recreational sites is if the natural resources are intensified in a setting, If a natural resource is present in the area, ike the presence of beaches, sand dunes, rock formations, and trees, it should be highlighted in the area rather than conforming in a plan which was done otherwise. Remember that the reason for the selection of a site usually depends on the personality of the setting, and these natural resources bring up much of the beauty it represents. The personality of the user and the ambiance are also considered when checking the appropriateness of a site. The users pertain to both guests and employees and how they are comfortable in the design of the site elements. If the intended guests are children, it would be better to secure the surroundings and ensure that safety precautions are in place and readily available. Similarly, if adults and teens are the intended guests, itis also good to add a litle difficulty on the trails or activity facilities that will be designed for them, CChapter 4 |The Guest and the Service Setting 41 I also cake a big part in ayy In designin, . sealing wil SE ace eevee proportion of the sizes Of the dey Concept. Scaling pertains to the proportior Pieces used in the concept. There are two scales that are commonly iye4 for these settings: the human scale and the speed scale. The human seq, determines the appropriateness in size of an element with respect to th, average size of a human himself/herself. Anything larger than a hum, size would not be fit for the human eyes; hence, he/she will be afrag of looking at it. For example, it will not be appropriate tO PUC a giany statue and place it in the center of the resort. Thus, typical human-sizey figures are recommended. On the other hand, the speed scale refers ¢, the proportion of the sizes used for design in reference to the nature g the activities done in the area. Is the activity stationary or moving? Thi, question is very important. As per rule, sizes of figures utilized in a sett for stationary activities should be small or average size; while if a desi, would be placed in a moving facility, such as a zip line or roller coaste, rride, for it to be clearly seen (specifically for the advertisement materials), the design should be huge. By appropriately scaling the design elements, it would be easier for employees or guests to work on their designate Adhere to technical requirements. This design element is a little bit easier to understand but entails a lot of resources to comply with. For a facility to function properly and serve its guests and employees, it is required for the owner and the management to follow and procure necessary procedures for proper implementation of design. The usual requirements would be adherence to certain local laws and the procurement of permits such as the business permit to operate and other related permits. In the Philippines, an organization known as Protected Area Management Board (PAMB) is in charge for monitoring the activities and facilities in ® designated protected site. Requirements of areas such as this should be uality Service Management in Tourism and HospitalityStrictly adhered to as there are safety and security reasons for these areas, ‘especially when environment and culture are in focus. 7. Comply with needs in the lowest possible cost. For developers of hospitality and tourism establishments, it is very important that the lowest possible Cost be utilized for maximum profitability. To others, this would be getting the lowest price for a certain amenity or facility bought; but for technical designers of a site, this would mean considering development as well as maintenance costs, Leisure and tourism establishments would usually buy facilities and technical equipment for their use such as swimming pool facilities or big buses. It is very important, however, to have a “make-or- buy” decision for this to check on the overall expenditures that it may incur. For example, in a restaurant, the owner would want to add an“‘oven” for baking, he/she should check first if baked items are in the menu. Also, ccheck if there is a baker who is knowledgeable in cooking such items, or if itis fit in the design of the kitchen. Similar to the case of a swimming pool, where one thing that should be considered is the availability of its facility and maintenance team if ever there are repairs and maintenance procedures needed to be done. Another thing to enable this concept would be to use existing site resources. Most of the time, natural setting would give usa lot of resources to use, It is best to take hold of these resources and use them to the company’s advantage. If there are a lot of driftwoods in the area make use of them as part of the materials used in furniture. f there are fruit-bearing trees in the area, make use of them and have the fruits as part of the menu. Lastly, and most importantly, facility should also look ifito providing appropriate structural materials in the buildup and designing phase. For example, a developer should consider durability, appearance, availability, Chapter 4 | The Guest and the Service Setting 43tactile qualities, climatic adaptability, and drainability for an outdo, recreational site. Establish design with less supervision. It is the dream of any owner. develong, or designer that a concept be implemented with least supervision Possibje as this would also cut on costs for the facility. However, doing this ig difficult because supervision and monitoring usually go hand in hand, concept that was introduced to minimize supervision and costs that gog, With it states that proper design can encourage “good behavior” whi. discouraging “bad.” It means that when designing, it is important not ony to clean up a space and implement a design, but also to put in Concepts thay would discourage users (guests and employees) of doing bad or untowarg things. Best example of this would be the vandalizing problems on outdoo, walls.A problem that usually exists for walls of different buildings are the presence of graffiti and other forms of vandalism. To provide a solution to this, it is best that moss ferns and vines be planted and made to gro on these walls. By doing this, a design has been implemented and the vandalizing problem has been averted as graffiti artists would be having hard time implementing their design with growing plants in place. These concepts implemented together will lead the guest to two choices: stiy or stay longer:The servicescape perceptions are very much important in the decision process of a guest. This is why hospitality and tourism companies must really give their best to create environments that encourage longer visits, which would resuk in better revenues.Importance of Servicescape The concept of servicescape is very much significant in designing the entire guest experience within the context of tourism and hospitality. It makes it easy for the owners, management team, and staff to deliver the image they would want to project to their guests. Below, this concept is highlighted into view to further emphasize its importance. Expectations The environment largely influences guest expectations, even before the service process. This can be reflected as the guest would expect cleanliness as a primary concern in most cases. For example, if a casual dining restaurant's exterior is dirty, the guests would have a negative impression, which affects their entire experience. Independently, the ability of the restaurant team, i.e., the chefs and the dining room team, is in no way connected to the cigarette butts outside the restaurant, but it is a must that the restaurant team takes care of it or else the guests would expect a negative experience or would not enter at all. Peiré-Signes (2014) conducted a research on the impact of environmental certifications on hotel guest ratings. Results show that although the responses vary depending on the level of service of the hotel, with the industry's push toward sustainability, environmental certifications give luxury hotels some competitive advantage and allow market share gains with their group. ASEAN Green Hotel Standard ‘The Association of Southeast Asian Nations (ASEAN) Green Hotel Standard awards hotels with certification process that increases environment-friendly and energy conservation in the ASEAN lodging sector. Chapter 4 | The Guest and the Service Setting 45,Mood and Emotion Another importance of the servicescape 'S that it sets the mood for the guest ted sornedsow avoken thats amnation along theie experience. The mbx of the iflereny elements will considerably affect the guest's mood even before he/she encers an establishment, Imagine hearing your favorite childhood cartoon theme sees on the common grounds of an amusement park. It brings you back to your childhood memories and somichow sexs the mood of a happy experience even. before you enter the said amusement park. Then, cartoon characters are present in reallife sizes and in other marketing collaterals of the amusement park as You enter: This gives a total boost on the experience of the guests as they enjoy their day. This is important, but what is more important is to have this image ‘consistent. For example, if a mascot in said amusement park take off his/her costume In front of children guests, they would have a different take on this image that they have seen. This is why it is important to orient the team and make them understand that these things are very critical for the guests. Ellis (2008) highlighted in his study that experience staging is very important, most especially in recreation establishments. This concept includes traditional organized programs which extends to guest interactions, activities, programs, events services, and ultimately, the-venue (servicescape) itself. Because of these, the guests feel the value of their experience.As a result, the memories created by these experiences would turn to positive expressions, such as guests deciding to commit their time for an establishment promotion, their willingness to participate in programs, their decision to accept the different risks involved in implementing the programs, and ultimately, their decision to spend their money in the establishment's offering. 46 Quality Service Management in Tourism and HospiEmployee Satisfaction The service setting also has an impact on the workforce—the employees or also known as the team—who do not even use the service but are affected by it. It is a very significant part of the employees’ daily routine because they work in these places most of the time, hence the exposure. Naturally, the service setting should be clean and orderly, conducive to work in, and well-designed to harness employee satisfaction, which somehow relates to guest satisfaction. Special attention to details in the service setting motivates the employees to work as they know they can be productive in a safe and orderly place. A bartender can freely do flairtending if he/she is confident that this workplace is safe and secure. A study made in the banks of Turkey (Leblebici, 2012) shows that workplace environment in terms of physical as well as behavioral components is a part and parcel to achieve work productivity of the employees. For the work setting, areas which are deemed important to them: include furniture and furnishings, office space, interior surface, and storage of materials. While behaviorally, interpersonal relationships, emotional factors, job assignment, overtime duty, and extended work contribute to the employees’ positive environment.This only shows that the service setting really contributes to the employees’ welfare and development. Service Production Factory To some, the setting may only be a service backdrop; but in reality, it is where the guest co-produces the experience with the different aspects of the service product. This is why the service setting is often referred to as a service production factory. It is quite different in the manufacturing industry as in service, the guest is in the middle of it. Within the “service production factory.” the guest undergoes and co-produces the service experience and the service setting has a big role in the guest's satisfaction and, eventually, loyalty. Chapter 4 | The Guest and the Service Setting 47A flight would be seamless i the cabin crew and the passengers are happily participating in the service process. Heide (2007) also emphasized the role of architecture in shaping the guests’ experience and how they react on it Hotel managers, as part of the planning process of the service setting, regarded ambience as a very important aspect in the ‘operations, nourished by staff attitude through friendliness and care. With these, guests have an easy way on how to respond on these cues with the help of hotel ambience architecture. These architectures tell a story, especially those properties based on local history and shared pride with original buildings and fragments. Function Value Lastly, service setting is important because of its functional value. With the guest as its central concern, the establishment’s focal reason for existence is to provide safe and easy to use and understand place. Safety and security could not be more highlighted than before as there are a lot of technological advances that can be accessed by other people. This is why it is a major task for people of safety and security to convince probable guests to come in the property and enjoy the facilites. Hilliard (2008) had a similar aim in his paper about safety and security as part of the servicescape for meeting planners. The paper involved exploring attitudes of the different planners regarding the concept of safety and security and checking how these attributes affect the site inspection process of the planners while influencing the decision-making process of the planners in selecting the hotel as a probable venue. Consistent with previous studies, the respondents clearly indicated that safety is a usual and significant factor in selecting a hotel as venue, and most of them asked about safety and security factors. Truly, this is one of the basic but important attributes that a guest would try to consider in decision-making. 18 Quality Service Management in Tourism and Hospitality