MKT540 SERVICE MARKETING

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CHAPTER 3, CHAPTER 6 AND CHAPTER 7

Servicescape Video

i. Form a group of 5 members.

ii. Produce a short video segment (4 to 5 minutes) related to a specific servicescape. The
servicescape is the environment where the service is delivered that has the potential to affect the
customer’s experience.
- The objective of this exercise is to build on the servicescape video exercise by comparing and
contrasting two local service providers. This exercise can be used to demonstrate the
differences in competitive formulas of two service firms that are providing the same core
benefit. As an example, compare a fast-food franchise (e.g., McDonald’s and KFC) or a full-
service restaurant (e.g., TGI Friday’s and Chill’s).

INSTRUCTION:
1. Use the VIDEO to point out specific examples.
2. Briefly describe the nature of business for the chosen company.
3. The content shall include:
i. For each provider, what is done well in this servicescape? Elaborate and point out
specific examples.
ii. What other aspects (besides the servicescape) of physical evidence is present?
iii. Which of the following characteristics (example: color, lighting, shapes, sound,
smell) in each servicescape influences the customer’s experience? Explain.
iv. Observe the service culture (or tell me your experience with the employees).
v. Discuss the basic focus strategy (es) of the service.

Report Content:
The report must follow the following structure:
i. Cover page (title page)
ii. Abstract (1 page) – State the summary of your project.
iii. Acknowledgement – Statement of appreciation to be written in this section.
iv. Table of contents – List of contents are stated in this section
v. Introduction – refer INSTRUCTION no 2.
vi. Findings/Discussion – refer INSTRUCTION no 3.
vii. Reference/Bibliography - The works cited and data sources used are listed here.
viii. Appendix – Articles, graphs, or charts can be put in this section.
ix. Report is in INFOGRAPHIC.
x. Submission: Video and Infographic Report.
xi. Other additional guidelines are up to each lecturer's discretion.