Define the concept of a ‘servicescape’ or physical evidence. Discuss one example of a servicescape that you are familiar with. What consumer perceptions of the brand does the servicescape help to create and how? Essay
5The Servicescape and Its Influence on Customers’ Perception
THE SERVICESCAPE AND ITS INFLUENCE ON CUSTOMERS’ PERCEPTION
The concept of Servicescape was developed by Bitner and Booms in order to emphasize the impact of the physical environment whereby a service process take place. The Servicescape concept can help in assessing the difference in customers’ experience between a fast-food authorization restaurant and small family-run restaurant (Rosenbaum et al. 2007). The term Servicescape is a physical environment, which plays an important role, both positively and negatively, in the formation of customers’ experience. The Servicescape can be defined as the environment whereby the service is assembled, and the buyer and the seller interact via tangible commodities, which facilitate communication or performance of the service. The Servicescape consists of the exterior features of the facility such as signage, exterior design, landscape, parking, and surrounding context. It also consists of the interior features of the facility such as layout, signage, interior design, temperature, air quality, and ambiance (Mark & Montoya 2007).
Behaviors in the Servicescape
According to the study conducted by Rosenbaum et al. (2007), human behaviors are influenced by their physical context. Humans react to their environments with two general and opposite kinds of behavior. These include approach and avoidance form of behavior. The Servicescape can be influenced by the quality and nature of interaction between customers and sellers. The customer and seller perceptions of the Servicescape can lead to certain beliefs, emotional reactions, and psychological sensations, which influence human behavior (Mark & Montoya 2007). In the context of environment and cognition, the Servicescape can affect the beliefs of individuals about a service firm as well as the beliefs about people and products that are found in that context. Having clues about the context help us in categorizing and distinguishing different types of service based businesses. The Servicescape can have effect in the moods and emotions of people, which in turn influence their behavior. It can also affect individuals psychologically, which in turn influence people’s behavior.
Physical Dimensions of the Environment
According to the environmental psychologists, people respond to their contexts in a holistic manner. This according to Rosenbaum et al., (2007) implies that it is the total assortment of stimuli, which determines the reaction of people to the environment. The customers’ feelings, thinking and response to a particular service organization is mainly affected by the background characteristics like temperature, noise, light, color, scent, and music. The spatial layout, which is the arrangement of items such as equipment and furniture, affects the customers’ perception about the firm and its products and services (Mark & Montoya 2007). This includes functionality, which is the ability of the items to meet the goals of the customers and employees, such as the ATM services.
By understanding the strategic function of the Servicescape, service marketers are able to focus on the necessary tasks in order to achieve their goals. Through the understanding, service marketers are able to achieve both internal and external organizational goals, like the increment of productivity through their service decisions. It is important to note that the Servicescape and other aspects of physical evidence are like a packaging for a tangible product because it provides the wrapping-like task to the service provided. The main role of the packaging is to create expectations for customers and demonstrate a particular image for the service (Rosenbaum et al. 2007).
The design of the Servicescape can differentiate a service firm from its competitors. It indicates to the market segment about the service it is aiming to provide. The Servicescape can be used to reposition the service firm in the eyes of the customers. With the Servicescape, a service firm can change its physical evidence in order to attract different market segments and charge different prices. The service marketers can gain useful concepts for physical evidence strategy by assessing the Servicescape of other service firms, which are similar in terms of their design principle (Mark & Montoya 2007).
Mark, S. & Montoya, D 2007, «Exploring the Role of Ethnicity in Place Avoidance and Approach Decisions,»Journal of Business Research 60(3), 206–214.
Rosenbaum, M. S. & Wong, I. A 2007, «The Darker Side of the Servicescape: A Case Study of the Bali Syndrome,» International Journal of Culture, Travel, and Hospitality Research 1 (3): 161–174.
More Important Things