Servicescape

servicescape is the physical environment where customer and service provider interacts. the ambiance where service encounters takes place have a greater impact in creating a niche for the the service provider.

1. SERVICESCAPE By VIJYATA ASSISTANT PROFESSOR, DEPT. OF MANAGEMENT RANCHI WOMEN’S COLLEGE RANCHI UNIVERSITY

2. INTRODUCTION Servicescape is defined as the physical environment where a service is rendered. Servicescape deals in the settings where a service is consumed or delivered and the place where both the service provider and customer interact with each other. This concept coined by Booms and Bitner states that ambiance has a direct impact on the customers buying behavior

3. Aspects of servicescape Spatial layout and functionality Spatial layout is about the way you arrange the furnishings, equipment and machinery, their shape and size and of course, the spatial relationship which exists amongst them. Functionality is about the ability of those items to accomplish customer satisfaction. Signs, symbols, and artefacts Signs are signals that directly communicate with the customer and are displayed on the exterior and interior of the servicescape. Symbols and artefacts provide implicit cue to the reader. Floor covers, photographs on wall impact stimulus of customers. Ambient conditions The background conditions of an environment like color, noise, music, sound, lighting, etc. are included in ambient conditions.

4. ELEMENTS of servicescape

5. Functions of servicescape 1. Image, differentiation, and positioning the physical environment set for the interaction of customer and company helps in creating a niche over competitor brands and carving unique positioning and image in the minds of consumer 2. Facilitating service encounter and increasing productivity A seamless servicescape with systemized service encounters with customers helps in increasing productivity and efficiency of employees too.

6. Roles of servicescape Facilitator Servicescape acts as a facilitator to help people in their surroundings. A well-designed place creates a pleasurable ambiance that relates to peace and harmony, whereas an inefficient design can cause frustration and pessimistic  attitude in the minds of both employees and customers. Socialiser The servicescape design acts as a perfect socializer between both customers and employees. It also helps to depict the expected behavior and roles like an employee can understand his position in a team through his cubicle placement, the quality of office furnishings and office assignments. The design also suggests to customers where they are not allowed and where they are encouraged and welcomed through servicescape.

7. Roles of servicescape Package The servicescape helps to convey the internal image through its outward appearance. Product packages are one of its primary examples where you can easily know about the wrapped product by viewing and reading the matter. It acts as a visual metaphor for building a specific image. Differentiator Servicescape acts as a differentiator by separating designs of a company from its competitor. It helps to reposition a company and attract new segments.

8. Component of servicescape

9. Types of servicescape environment Lean servicescape Designing this type of environment is straightforward and includes fewer interactions, elements, and spaces between employees and customers. Some important examples are fast-food outlets, vending machine, and kiosks. Elaborate servicescape The elaborate servicescape includes multiple spaces, elements, and interactions between employees and customers. Designing this type of servicescape requires teams that are skilled in their work and are fully aware of the corporate vision and desired outcome. Some important examples include restaurants, gym, swimming pool, bars, ocean liners, and international hotels.

10. Thank you For feedback/suggestions, mail me at [email protected]