GROUP ASSIGNMENT 1

PRINCPLE OF SERVICE MARKETING (MKT540)

SERVICESCAPE:
ZUS COFFEE VS KOPI SAIGON

Prepared By:
No. Students Name Students ID
1 AINA MUHMAD SALEH 2022567713
2 AISHAH BINTI MOHD ISA 2022526267

Prepared For:
DR. SITI NUR AISYAH BINTI ALIAS

Submission Date:
5th January 2024

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 Acknowledgement
Alhamdulillah and gratitude to the Almighty for giving us the strength and patience to
complete this assignment within the period. Without His blessing, we would not have gone this
far. This assignment cannot complete without effort and co-operation from pair of member,
which are consist of Aina Saleh and Aishah Binti Mohd Isa. We always work hard to produce
a good assignment with our full commitment and responsibility.
Therefore, we would like to express our sincere gratitude to our lecturer, Dr Siti
Nur Aisyah Binti Alias, for assigning us the Servicescape assignment as part of MKT540 which
is Service Marketing course. Without her guide our assignment cannot be done properly like
this. She always gives us supports and guide on how to do our assignment in purpose to produce
a good outcome. She inspired us greatly to work in this project. We appreciate the opportunity
to engage with the material and further develop my understanding of Servicescape.
Last but not least, we would like to express our thankfulness to University
Technology Mara (UiTM) campus Pasir Gudang for giving us opportunity to conduct this
writing report assignment.

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 Table of Content
Page
No. Topic
Number
1 Introduction 4
Environmental Dimension
i. Ambient condition
2 5-10
ii. Space Function
iii. Sign or Symbol
3 What Done Well? 11-12
4 What Should Be Improved? 13
5 Conclusions 14
6 References 15
7 Appendices 16

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1.0 Introduction

Customers' experiences and impressions are greatly shaped by the physical

environment, or "servicescape," in the context of service marketing. This study focuses at the
Service marketing strategy used by ZUS Coffee and Kopi Saigon, two separate coffee shops,
as they deliberately plan and organise their physical spaces to create unique and appealing
ambiances.

The servicescape, which includes ambient settings, spatial arrangement, and symbol or
sign aspects, is an effective means of presenting company identity, promoting customer
interaction, and improving customer satisfaction levels. ZUS Coffee distinguishes itself apart
with a minimalist aesthetic and an air of efficiency, accented by white and blue accents. Kopi
Saigon, on the other hand, adopts a cultural strategy, including a traditional Malay motif into
its servicescape with the goal of creating an inclusive environment.

By analysing and comparing the servicescapes of both businesses, this analysis will
highlight their respective advantages and shortcomings and provide insight into the strategic
choices that have shaped their distinct market positions. Our goal is to gain a thorough
understanding of ZUS Coffee and Kopi Saigon's marketing strategies by delving into the
subtleties of these servicescapes. Additionally, we hope to impart insightful knowledge that
will help businesses successfully navigate the challenging landscape of service marketing in
the modern coffee industry.

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2.0 Environmental Dimension

2.1 Zus Coffee

i) Ambient Condition

ZUS Coffee's dedication to its distinctive blue and white theme is more than simply a
matter of aesthetics; it is a strategic approach to creating a mood that goes beyond the visual.
A visually striking and mentally soothing ambiance is produced by the deliberate interaction
of these colours. The purity of white and the calming influence of blue tones combine to
create an overall style that gives customers of the coffee shop a peaceful setting in which to
unwind and enjoy their visit.

ZUS Coffee's inclusive design appeals to customers of all ages and backgrounds. The
flexible atmosphere caters to a range of tastes and requirements, so customerscan find a
private area for concentrated work, a comfortable spot for a solo coffee break, or a warm
setting for social events. This flexibility is a reflection of ZUS Coffee's dedication to
building a welcoming environment where everyone may feel atease and have fun.

Keeping a smoke-free cafe is just one more way that ZUS Coffee demonstrates its
dedication to giving customers a top-notch experience. Customers can thoroughly
immerse themselves in the aroma of freshly brewed coffee, contributing to a cleanerand
healthier environment. ZUS Coffee distinguishes itself with its excellent soundproofing
techniques even in the middle of a busy road, establishing a peacefulplace where customers
can get away from the bustle of the city. Additionally, the coffee shop purposefully creates
an environment that is favourable to deep conversations and laid-back hangouts; it does this
by providing low noise levels, cosy seating, and a general vibe that makes it the perfect
place for both focused chats and informal get-togethers.

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 ii) Space Function

ZUS Coffee's interior layout is closely linked to its recurring blue and white colour
scheme, going beyond simple design to produce a setting that is aesthetically pleasing and
strengthens the brand. The use of the colour scheme across the layout contributes to a
cohesive identity, giving customers a visually appealing experience that is consistent with
the overall brand design.

ZUS Coffee prioritizes versatility in its interior layout by providing a variety of seating
alternatives to accommodate a wide range of demands and preferences of its clients.There
are cozy lounge areas, shared tables, and designated workstations; the arrangement may be
adjusted to accommodate studying, mingling, or just relaxing with a cup of coffee. Given the
emphasis on flexibility, people can locate the ideallocation depending on their activity, which
promotes a vibrant and welcoming environment.

ZUS Coffee's spatial design is not only visually pleasing but also strategically
convenient. The layout optimizes the placement of essential elements like the ordering
counter, service areas, and seating to ensure a seamless and efficient experience for both
customers and staff. This strategic convenience enhances the functionality of the space,
aligning design aesthetics with practical considerations. Overall, the intentional organization,
versatile seating, and efficient traffic flow contribute to an inviting and inclusive atmosphere,
making ZUS Coffee a welcomingspace for individuals of all backgrounds and purposes.

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 iii) Sign or Symbol

Effective use of symbols and signage plays a crucial role in service marketing for ZUS
Coffee, enhancing the overall customer experience and communicating key aspects of the
brand. The "Don't Bring Other Food" sign, for instance, serves as a marketing tool by subtly
conveying the exclusivity of ZUS Coffee's offerings. By communicating the establishment's
preference for patrons to focus on its own products, this sign reinforces the uniqueness and
quality of ZUS Coffee's menu. It creates a sense of belonging and emphasizes the coffee shop
as a destination for a distinctive and dedicated coffee experience, contributing to the brand's
image and value proposition.

The "No Pets Allowed" sign helps with service marketing by portraying ZUS Coffee
as a location that values its customers' comfort and well-being. This demonstrates a customer-
centric attitude by accommodating those who are allergic to pets or who would rather not have
them around. By doing this, ZUS Coffee shows that it understands the varied demands and
tastes of its customers while simultaneously marketing its dedication to cleanliness.

Similar to this, the "No Smoking" sign aids in service marketing initiatives by endorsing
ZUS Coffee as a location that prioritizes a smoke-free and healthy environment. This conveys
a dedication to giving clients a comfortable and tidy space to sip their coffee. It can attract
health-conscious individuals who seek establishments that prioritise their well-being,
contributing to the coffee shop's positive brand image.

The "Throw Rubbish the rubbish here" sign is a subdued but efficient technique to
encourage cleaning and environmental responsibility. ZUS Coffee demonstrates their
dedication to upholding a clean and environmentally friendly environment by instructing
customers on safe waste disposal. Customers who value sustainability may find this
environmentally sensitive approach appealing, which will help the coffee shop build its
reputation as an ecologically and socially conscious business.

Finally, by improving the general customer experience, the "Pickup Counter" sign for
online orders or food riders acts as a useful marketing tool. It guarantees efficiency and
convenience for clients who have placed orders online by streamlining the pickup procedure.
As a result of the coffee shop's efforts to make their experience easy and hassle-free, customers
are more satisfied and loyal. Positive experiences shared by satisfied customers can contribute
to word-of-mouth marketing, attracting more individuals to choose ZUS Coffee for their coffee
needs.

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 2.2 Kopi Saigon

i) Ambient Condition

Kopi Saigon effectively incorporates a unique traditional Malay theme into its ambient
circumstances, resulting in a cosy and welcoming ambiance that pays homage to the diverse
range of Malaysian customs. The thoughtfully chosen styleincorporates cultural aspects and
creates a cosy, nostalgic atmosphere for consumers. The cafe's theme, which incorporates
traditional themes and warm colour palettes, gives it a distinct identity. It immerses guests in
an environment thatembodies Malaysian culture and strengthens their sense of kinship.

This purposeful adoption of a traditional Malay motif is not only about aesthetics; it's
also a calculated move to welcome and be inclusive of customers from all backgrounds. Kopi
Saigon's atmosphere welcomes people of all ages and backgrounds and promotes a sense of
shared cultural experiences and community.The well-considered design assures that the cafe
turns into a gathering place for people from many backgrounds, fostering an atmosphere that
cuts across cultural barriers.

The cafe's commitment to embodying a Malay traditional theme extends beyond visual
elements to include symbolic features like the logo of a man riding a bicycle. This imagery
serves as a visual anchor, evoking a sense of simplicity, cultural connection, and a journey
through traditional flavors. The logo becomes more than asymbol; it becomes a part of the
cafe's branding, contributing to its distinct identity. As bicycles are incorporated as decorative
elements within the cafe, they add a tangible and thematic touch to the interior, enhancing
the traditional aesthetic andcreating an intriguing and visually engaging atmosphere. The
symbolic use of thebicycle may evoke notions of mobility, cultural heritage, and a leisurely
journey through the rich cultural landscape.

Additionally, Kopi Saigon incorporates a lot of plants to add a natural touch to the
surrounding environment. This brings the outside in, which not only improves the looks but
also makes the space feel airier and fresher. The cafe's effort to provide a green and
environmentally conscious environment is shown in the presence of plants, which provide
customers with a sensory experience that not onlyties them to nature but also offers a cultural
experience.

Kopi Saigon offers traditional kuih-muih (Malay appetizers and desserts) in additionto its
ambiance to further enhance the cultural experience. This addition gives the space a more
sensory quality since the aroma of these comforting treats permeates the entire setting. This
strategic incorporation of traditional kuih-muih enhances the cafe's role as a cultural and
culinary destination, deepening the connection between patrons and the diverse heritage
embedded in each culinary creation.

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 ii) Space Function

Kopi Saigon aims to make your visit special by creating a unique atmosphere. They design
their café with a traditional theme, using traditional items, artwork, and specific colors. This
not only makes the place look good but also sets Kopi Saigon apart from other cafés. People
who enjoy a cultural touch with their coffee will find Kopi Saigon to be a standout choice.

When it comes to seating, Kopi Saigon has something for everyone. Whether you prefer
socializing at big tables or having some quiet time in a cozy corner, they have got you covered.
The goal is to make the café a friendly place where everyone feels welcome and can enjoy their
time however, they like.

Bringing nature inside, Kopi Saigon adds plenty of plants. It is not just for decoration – the
plants make the place feel fresh and calm. Kopi Saigon cares about the environment, and having
plants is one way they show it. They want to be a café that considers the planet.

Kopi Saigon also pays attention to comfort, with cozy seats and warm lighting. They want
you to have a good and relaxed time when you visit. Plus, they have interesting decorations
like traditional artwork and special items. All these things make Kopi Saigon unique and
special. They plan the layout to make it easy for everyone to move around, ensuring you have
a great experience during your visit.

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 ii) Sign or Symbol

Kopi Saigon uses the "No Food Allowed" sign as a deliberate way to convey their
dedication to providing a unique coffee experience. This represents a commitment to
preserving a hygienic and entertaining space that is mostly focused on drinks. In order to
highlight the importance of its carefully crafted menu and foster an environment where
customers can fully immerse themselves in the variety of coffee offers without interruption,
Kopi Saigon has decided to exclude outside food.

The "No Pets" sign at Kopi Saigon sends a symbolic message of concern for everyone's
well-being, hygiene, and cleanliness. The restriction is in force to ensure that everyone is under
supervision and in a safe environment, particularly those who are allergic to animals or have
animal phobias. By doing this, Kopi Saigon demonstrates its support for inclusivity and cares
about the well-being of each customer, which helps to create a more pleasant and welcoming
servicescape.

The prominently placed "No Smoking" sign points to Kopi Saigon's effort to upholding
a smoke-free environment. This sign not only conveys a commitment to health and cleanliness,
but it also enhances visitor convenience in general. Kopi Saigon has decided to forbid smoking
in accordance with its goal of offering a comfortable and healthful environment, which will.
Kopi Saigon's move to prohibit smoking is in line with its effort to offer a welcoming and
healthful environment. The action is sure to appeal to those who value their health and enjoy a
good cup of coffee.

By directing customers to the designated place for order pickup, the sign "Pickup
Counter" serves a useful purpose and reflects an effort to improve customer convenience and
expedite the order fulfilment process. The intentional marking of the pickup location highlights
Kopi Saigon's dedication to maximizing service effectiveness, with the ultimate goal of
decreasing wait times and guaranteeing a seamless and orderly experience for its customers. In
the same way, the "Order Counter" sign is essential for pointing customers towards the first
point with Kopi Saigon's customer service representatives. By indicating the location of orders,
this symbolic sign helps provide a smooth and organized client experience.

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3.0 What Done Well?

3.1 Zus Coffee

Distinctive Ambience
ZUS Coffee excels in creating a unique ambiance with its blue and white theme. The careful
attention to ambient conditions, including a no-smoking policy, pleasant coffee aroma, and
minimal noise, makes it an ideal space for focused work, study, or relaxation. The café's
commitment to a peaceful environment contributes to a positive customer experience.

Spatial Layout and Functionality

ZUS Coffee's spatial layout, characterized by the blue and white theme, is not only aesthetically
pleasing but also functional. The café's design, convenience, and productivity-enhancing
features make it suitable for a diverse audience, particularly students seeking a conducive study
environment.

Strong Branding
The use of distinct sign/symbol elements, such as the recognizable blue and white theme and
the slogan "A Necessity is a Simplicity," contributes to ZUS Coffee's strong branding. These
elements create instant recognition and convey a message of simplicity and necessity,
enhancing the café's identity in the competitive market.

Productive and Friendly Workers

ZUS Coffee stands out for its productive and friendly workers, often identified by their blue
aprons. The friendly service contributes to a positive customer experience, while the blue apron
becomes a visual symbol of the café's commitment to productivity and approachability.

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 3.1 Kopi Saigon

Cultural and Inclusive Atmosphere

Kopi Saigon does a fantastic job of establishing a welcoming and open ambiance by using a
traditional Malay theme. The deliberate cultural features reflected in the café's décor evoke a
cosy, nostalgic feeling. In order to foster inclusivity and provide customers from all
backgrounds a sense of identity, this approach goes above and beyond aesthetics.

Experience with Multiple Sensations

By combining traditional Malay food and desserts (kuih muih), Kopi Saigon provides a rich
multisensory experience. Consuming the rich culinary heritage food as well as promoting a
visual and emotional connection with Malay customs is made possible by the aromas and
flavours of these treats, which bring a unique dimension to the surroundings.

Symbolic Brand features

Kopi Saigon gives its identity more depth by utilising symbolic brand features, such as its logo
that shows a guy riding a bicycle. This artwork represents a journey through traditional
flavours, and cultural connectedness. The logo functions as a visual anchor, strengthening the
café's unique identity and increasing consumer recognition.

Environmental Consciousness
The café's extensive use of plants and dedication to creating an eco-friendly environment are
in line with the public's growing interest in eco-friendly activities. This feature highlights Kopi
Saigon's dedication to sustainability while bringing a natural and fresh aspect to the ambiance
and providing customers with a sensory experience.

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 3.0 What Should Be Improved?

Sensory Stimulation:
Adding subdued sensory components, such as soothing background music and harmonising
fragrances, can improve the atmosphere and create a relaxing, engaging setting. The entire
consumer experience is improved by this sensory stimulation, which makes it more enjoyable
and memorable.

Seasonal Themes:
Using seasonal themes with décor changes and special activities over the holidays gives an
exciting touch to the setting. This approach keeps the setting lively, interesting, and in line with
festive occasions, which encourages customers to return because they anticipate new and
exciting experiences.

Maintaining Consistency in Branding:

Maintaining a consistent brand identity within the physical store involves using signatures and
symbols from the brand across all touchpoints. This include using the slogans, logo, and other
readily recognisable visual components. Maintaining consistency improves customer-brand
memory and fortifies the bond between the two.

Creative Space Utilization:

Exploring creative space utilization, such as incorporating multifunctional furniture or
designating areas for events and promotions, optimizes the layout. This flexibility ensures that
the space can adapt to different needs, providing a versatile and dynamic atmosphere for
customers.

Visual Flow:
Enhancing visual flow within the layout by strategically placing focal points, such as artwork
or brand symbols, guides customers through the space. This not only contributes to a more
visually appealing environment but also ensures a cohesive and organized layout that enhances
the overall customer journey.

Interacting Symbols:
Establishing interactive displays or symbols that encourage client participation—like a
symbolic wall where customers may share their stories—promotes a feeling of community and
involvement. By adding an interactive component, the physical store becomes a place where
clients actively participate in and engage with the brand narrative, strengthening its symbolic
representation.

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 4.0 Conclusion

The analysis of the servicescapes at ZUS Coffee and Kopi Saigon has yielded important
insights into the strategic factors that influence customer experiences in the constantly shifting
field of service marketing. Both businesses take different approaches to establishing
environments that appeal to their target markets, and their distinctive service marketing
techniques support their respective brand identities.

ZUS Coffee sets itself apart with a tastefully designed atmosphere that features a
recognisable blue and white pattern. A harmonious and visually pleasant atmosphere is
produced by placing a strong emphasis on the surrounding conditions, the spatial arrangement,
and identifiable sign/symbol elements. ZUS Coffee's dedication to offering a quiet and
conducive environment fits with its slogan which is 'a Necessity, not a Luxury’. Based to the
study, ZUS Coffee excels in designing a servicescape that is both aesthetically pleasing and
functionally effective, serving a wide range of customers, especially students looking for the
perfect place to study.

Conversely, Kopi Saigon adopts a cultural strategy by integrating a traditional Malay theme
into its servicescape. This deliberate design decision aims for inclusivity and a cosy, nostalgic
vibe, going beyond aesthetics. Kopi Saigon's servicescape is enhanced by its focus on
multimodal experiences, which includes the addition of traditional Malay snacks. The cafe
successfully creates an atmosphere that allows customers to enjoy the rich culinary tradition of
Malay culture in addition to connecting with it emotionally and visually.

As both establishments showcase strengths in their respective servicescapes, there are areas
for improvement that align with contemporary customer expectations. Suggested
enhancements include the introduction of a self-checkout counter at ZUS Coffee, which could
streamline the ordering process and cater to the growing demand for self-service options.
Additionally, Kopi Saigon could benefit from the development of a dedicated mobile app to
offer customers a more convenient and engaging way to interact with the brand.

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 5.0 Reference

1. https://zuscoffee.com/our-story/
2. https://kopisaigon.com/

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5.0 Appendices

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