Servicescape-and-Experiencescape.pdf

# Quality Service Management ## Group 2 ### Servicescape and Experiencescape - **Servicescape** is defined as the physical environment where a service is rendered. It deals with the settings where a service is consumed or delivered and the place where both the service provider and customer intera...

# Quality Service Management ## Group 2 ### Servicescape and Experiencescape - **Servicescape** is defined as the physical environment where a service is rendered. It deals with the settings where a service is consumed or delivered and the place where both the service provider and customer interact with each other. - Coined by Booms and Bitner, the concept states that ambiance has a direct impact on the customers’ buying behavior. - **Experiencescape** is the overall experience created by the combination of the physical environment, social interactions, and emotional engagement that customers encounter in a place. ### Dimension of Servicescape - **Ambient Conditions**: The background conditions of an environment like color, noise, music, sound, lighting, etc. - **Spatial Layout and Functionality**: Spatial layout is about the way you arrange the furnishings, equipment, and machinery, their shape and size, and the spatial relationship which exists amongst them. Functionality is about the ability of those items to accomplish customer satisfaction. - **Signs, Symbols, and Artifacts**: Signs are signals that directly communicate with the customer and are displayed on the exterior and interior of the servicescape. Symbols and artifacts provide implicit cues to the reader. Floor covers, photographs on walls impact the stimulus of customers. #### Elements of Servicescape - **Facility Exterior**: landscape, exterior design, surrounding environment, parking, signage - **Facility Interior**: music, layout, equipment, air quality temperature, interior design - **Others**: virtual servicescape, brochure, employee dress, billing statement, web page, uniform, stationery, business cards ### Function 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 the 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. ### Roles of Servicescape - **Facilitator**: Servicescape acts as a facilitator to help people in their surroundings. A well-designed place creates a pleasant ambiance that relates to peace and harmony, whereas an inefficient design can cause frustration and a 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; for example, 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. - **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. ### Types of Servicescape Environment - **Lean Servicescape**: Designing this type of environment is straightforward and involves few interactions, elements, and spaces between employees and customers. Some important examples are fast-food outlets, vending machines, and kiosks. - **Elaborate Servicescape**: The elaborate servicescape includes multiple spaces, elements, and interactions between employees and customers. Designing this type of servicescape requires teams skilled in their work and who are fully aware of the corporate vision and desired outcome. Some important examples include restaurants, gyms, swimming pools, bars, ocean liners, and international hotels. ### Experiencescape - **Physical Environment**: The actual physical setting, like decorations, layout, lighting, and cleanliness. This includes what we see, hear, smell, and touch. - **Social Interactions:** How staff and customers interact with each other. Friendly and helpful staff make a big difference. - **Emotional Engagement:** The feelings and emotions that the place and interactions evoke in customers. Happy, relaxed, excited, or inspired feelings are part of this. ### Servicescape vs. Experiencescape | Servicescape | Experiencescape | | :--------------------------------------- | :----------------------------------------------------------------------------------------------------------------------------------------------------------- | | Focuses on the physical environment where the service is delivered. | Encompasses the entire customer experience, including physical, social, and cultural aspects. | | Aims to enhance customer satisfaction, influence customer behavior, and improve service delivery efficiency. | Aims to create a holistic and memorable experience that resonates with customers on multiple levels. | | Primarily focuses on the immediate physical surroundings and how they impact the service delivery. | Focuses on the overall experience, integrating the physical environment with social and emotional elements. | # Thank You! So Much!