Jet airways
THE GRID LAYOUT
Comparison of Hotel Lobbies
Four Seasons Hotel, New York Orbit Hotel and Hostel, Los Angeles
The servicescape is part of the value proposition!
Younger & fun loving guestsLow Budget comparatively More mature, Affluent and
Prestigious clienteleUpscale Business travelers
Physical evidence & Servicescape
• Physical evidence of a service is a tangible clue, which creates an impression about the service or provides the proof of service delivery.
• Servicescapes relate to style and appearance of the physical surroundings and other elements encountered by customers at delivery sites
Elements of Physical Evidence
Servicescape Other tangibles Exterior Facility Exterior design Signage Parking Landscape Surrounding environment
Interior Facility Interior design Equipment Signage Layout Air quality/temperature
Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Web pages
Examples of Physical Evidence
In patient room
Dimensions of the Service Environment
• Ambient Conditions – Music (e.g, fast tempo and high volume increase arousal
levels, LOFT – different music at crowded/liesure)
– Scent (strong impact on mood, affect and evaluative responses, purchase intention and in-store behavior)
– Colour (e.g, warm colors associated with elated mood states and arousal but also increase anxiety, cool colours reduce arousal but can elicit peacefulness and calm)
Service environments are complex and have many design elements. The main dimensions in the servicescape model includes:
• Spatial Layout and Functionality – Layout refers to size and shape of furnishings and the ways it is
arranged – Functionality is the ability of those items to facilitate
performance
• Signs, Symbols and Artifact(masterpiece)- Explicit or Implicit signals to communicate the firm’s
image, help consumers find their way and to convey the rules of behavior – canteen(pic); Silence(pic); free walk(pic)
An Integrated Framework – Bitner’s ServiceScape Model
Environmental Dimensions
Perceived ServiceScape
Perceived ServiceScape
AmbientConditions
Space/Function
Signs,Symbols & Artefacts
CognitiveEmotional Psychological
Customer Response
Moderator
Employee Responses
ApproachorAvoid
ApproachorAvoid
Social Interaction Between Customers & Employees
Moderators Internal Responses Behaviour
Customer Responses
EmployeeResponse
Moderator
CognitiveEmotional Psychological
An Integrated Framework – Bitner’s Servicescape Model
• Customer and employee responses classified under, cognitive, emotional and psychological which would in turn lead to specific behavior towards the environment
• Cognitive ( quality perceptions & beliefs)• Emotional ( feelings, attitudes)• Psychological (Pain, comfort)
• Customer response moderators – tend to affect the overall servicescape experience by consumers.
• Employees Approach (Stay longer, affiliation, Exploration)• Employees Avoid (Stress, feel agitated, irritated)• Customers Approach (Spend more Money, Stay long time, Explore)• Customers Avoid (crowded stores)
• As employee stays in the servicescape for longer time and interacts with customer, Its much more important for a better environment, which keeps employee motivated, as productivity gets affected.
• These internal responses lead to behavioral responses such as avoiding crowded dept store, responding positively to relaxing environment, stay longer, spend extra money on impulse purchases.
• Challenge is understanding behavioural responses exactly, preparing servicescape so as to facilitate quality services production and purchase.
Impact of Music on Restaurant Diners
Restaurant customer Behavior
Fast-beat Music Environment
Slow-beat Music Environment
Difference between Slow and Fast-beat Environments
Absolute Difference
% Difference
Consumer time spent at table
45min 56min +11min +24%
Spending on food
$55.12 $55.81 +$0.69 +1%
Spending on beverages
$21.62 $30.47 +$8.85 +41%
Total spending $76.74 $86.28 +$9.54 +12%
Estimated gross margin
$48.62 $55.82 +$7.20 +15%
The Effects of Scents on the Perceptions of Store Environments
Evaluation
(1-10 scale)
Unscented Environment Mean Ratings
Scented
Environment Mean
Ratings
Difference
Store Evaluation
Negative/positive 4.65 5.24 +0.59
Outdated/modern 3.76 4.72 +0.96
Store Environment
Unattractive/attractive 4.12 4.98 +0.86
Drab/colorful 3.63 4.72 +1.09
Boring/Stimulating 3.75 4.40 +0.65
Aromatherapy: The Effects of Fragrance on People
Fragrance Traditional Use
Potential Psychological Impact on People
Orange Soothing agent, astringent
Calming and relaxing effect esp. for nervous people
Lavender Muscle relaxant, soothing agent
Relaxing and calming, helps create a homely and comfortable feel
Jasmine softening agent
Helps makes people feel refreshed, joyful, comfortable
Peppermint Refreshing agent
Increase attention level and boosts energy
Common Associations and Human Responses to Colours
Color Nature Symbol
Common Association and Human Responses to Color
Red Earth High energy and passion; can excite, stimulate, and increase arousal (excitement, awakening)
Orange Sunset Emotions, expressions, and warmth
Green Grass and Trees
Nurturing, healing and love
Blue Sky and Ocean
Relaxation, serenity and loyalty
Selection of Environmental Design Elements
• There is a multitude of research on the perception and impact of environmental stimuli on behaviour, including:– People density, crowding– Lighting– Sound/noise– Scents and odours– Queues
• No standard formula to designing the perfect combination of these elements.– Design from the customer’s perspective– Design with a holistic view!
Tools to Guide in Servicescape Design• Keen Observation of Customers’ Behavior and Responses to the
service environment by management, supervisors, branch managers, and frontline staff
• Feedback and Ideas from Frontline Staff and Customers using a broad array of research tools ranging from suggestion boxes to target groups and surveys.
• Field Experiments can be used to change specific dimensions in an environment and the effects observed.
• Blueprinting or Service Mapping - extended to include the physical evidence in the environment.
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