MKT 366- Servicescapes

ServiceScapesBy: Brittany Daugherty

Sabra Epp Elise HoskinsCraig Johnson Jackie Mailton

Larissa McHugh

Overview What is a servicescape?

Intangibility of services

Elements of the servicescape Packaging the service Facilitating the service delivery process Socializing the customers and employees Differentiating from customers

The SOR model

Positives/Negatives Examples of good and bad

Ways to improve servicescape

Key take-away’s

What is a Servicescape?

Servicescape: the use of physical evidence to design service environments (Hoffman/Bateson).

Or: “Totality of the ambiance and physical environment in which the service occurs.”

Ithaa Undersea, Conrad Maldives Rangali Island

www.murrayontravel.com

Intangibility of Services

“The mother of all unique differences” (Hoffman/Bateson)

Unique characteristics of services that makes it difficult for customers to objectively evaluate:

quality of services compare service alternatives.

Result: customers rely on physical evidence that surrounds the core benefit to assist in

forming service evaluations.

The JaneNew York City, New York

Designed by William A. Boring Built for Sailors

Cabin-like rooms Communal bathrooms/amenities

2008: “Loving” Restoration

Targets budget-conscious consumers“More dash than cash”Servicescape reflects a retro-exotic feel

•Upgraded hotel-like living quarters

•5 star amenities and location

•Gives budget minded consumers an attractive and historical option in the West Village.

Elements of the servicescapePackaging the service

Physical Evidence -Exterior -Interior

Image Development

Appearance

Dr.’s Office Example Which one would you trustwith a major medical procedure?

Elements of the servicescape

Facilitating the service delivery process

Information

Guidance What does customer see first,

then where do they go?

Customer Management Is there something to keep waiting

customers occupied? Something to look at/ do?

Elements of the servicescape

Socializing the customer and employees

Definition of Socialization

Importance of Physical Evidence

Employee Uniforms

Elements of the servicescape

Differentiating from competitors

Physical Evidence

Service Factory Layout

Repositioning

The SOR ModelDefinition: A model created by psychologists to describe the effects that the service environment has on consumer behavior.

3 Part ModelA set of Stimuli

Physical evidence of the business (using 5 senses to appeal to consumer)

An Organism component The recipients of the stimuli (Includes employees and

customers)

A set of Responses or Outcomes The reactions and behaviors the consumer has in response to

the stimuli 3 emotional states

Pleasure- Displeasure (level of satisfaction with service) Arousal- Nonarousal (degree of excitement and stimulation) Dominance- Submissiveness (degree to which consumers feel in

control and the ability to act freely within service environment)

Approach/Avoidance Behaviors

Rainforest Café Example

Stimulus: Restaurant exhibiting the ambiance of a tropical forest with living trees and plants, fake animals, and a retail store located within the café.

Organism: Theme is targeted towards younger children.Responses: Excitement, entertainment, relaxed, natural, outdoorsy, etc.

Positives/Negatives A good way to differentiate

Create ambiance Determine customer flow Enhance the overall service experience

Only tangible way to differentiate Difficult to integrate all aspects of the service just

through visuals Easy to copy

Build a Bear vs. Foothills mall bear shop

A Great ServicescapeThe Rainforest Cafe’

Logistics 13 location in U.S. Laundry’s Restaurants Inc. Most of the inside built by Disney

Submerses customer in an experience Not just any restaurant

Tons of physical evidence Everything you see is consistent with the theme including the

wait staff

A huge gift shop Provides opportunity for extra revenue Keeps waiting customers busy

A Terrible ServicscapeDepartment of Motor Vehicles

Complete lack of function in the servicscape

Does not direct customers in orderly fashion Cold White Noises Other customer Nothing to do when you wait

http://www.youtube.com/watch?v=42nmmZXn_hE&feature=related

Ways to Improve Servicescape

Research what your target market likes Make sure it’s relevant Set a mood that appeals to target market Create appealing atmosphere Link target markets needs with what you offer

Example: Sports Clips

Ways to Improve ServicescapeAs an owner, use your 5 senses to enhance customer attraction response

1. Scent Appeals2. Touch Appeals3. Taste Appeals4. Site Appeals5. Sound Appeals

Ways to Improve Servicescape

Create a theme

Keep it consistent this includes staff, decorations, furniture, attitude and

business policies

Key Take-away’sEffective management of physical evidence is key to establishing service differentiation

Unifying all aspects of the servicescape with the service itself will strengthen the actual service experience

Anticipate all 5 senses when designing/evaluating a servicescape

Sources

B. Barbara. "How to Remember." Age Wise Living. Age wise living LLC, 2005. Web. 1 Feb. 2010. <http://www.agewiseliving.com/remember-more.htm>.

C. Hoffman, Doug, and John E.G. Bateson. Services Marketing, Concepts, Strategies, and Cases.

Laundry's Restaurants Inc. "Rainforest Cafe." Rainforest Cafe. Web. 22 Mar. 2010. <http://www.landrysrestaurants.com/>.

3rd ed. Mason, OH: Thompson Higher Education, 2006. Print.

"No title." Business Dictionary. Web. 1 Feb. 2010. <http://www.businessdictionary.com/definition/service-setting.html>.