Servicescape: Meaning, Examples, Elements, Approach, and Roles
- Meaning of servicescape. Servicescape is a model that puts its onus on explaining the behavior of customers and clients within the service environment.
- Aspects of servicescape. ...
- Examples of servicescape. ...
- Elements of servicescape
- Roles of servicescape. ...
- Types of servicescape environment. ...
- Functions of servicescape. ...
- Approach of servicescape. ...
What is a servicescape and why does it matter?
Booms and Bitner defined a servicescape as “the environment in which the service is assembled, and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service”. The Christmas tree in a classroom is part of the physical environment of the service – the servicescape.
What are the two types of service environment identified on servicescape?
The two types of service environment identified on servicescape are – 1. 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. 2. Elaborate servicescape
What is servicescape booms and Bitner?
Servicescape is a model developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. In other words, the servicescape refers to the non-human elements of the environment in which service encounters occur. Click to see full answer.
What are the effects of the servicescape on customer behavior?
In addition to its effects on customer's individual behaviors, the servicescape influences the nature and quality of customer and employee interactions, most directly in interpersonal services.
What is a servicescape example?
The elaborate servicescape includes multiple spaces, elements, and interactions between employees and customers. Some important examples include restaurants, gym, swimming pool, bars, ocean liners, and international hotels.
What are the types of servicescape?
3 Types of Servicescapes Explained with ExamplesSelf-service Servicescape.Interpersonal Servicescape.Remote Servicescape.
What is the importance of servicescape?
The servicescape is important because it can either enhance or suppress these emotions. We also examine the effect of overcrowding on the perceived quality of the servicescape, and on the level of excitement experienced by consumers.
What are the five key elements of servicescape?
Blodgett (1996) identified five elements of servicescape: layout accessibility, facility aesthetics, seating comfort, electronic equipment, and facility cleanliness. Lee and Kim (2014) conducted a study on public service facilities located in Seoul, Korea and finalized the four main elements of public servicescape: ...
How can servicescape influence a consumer?
The servicescape influences the customers' perceptions, it provides clues throughout the meeting, it creates memories in the mind of the customer (Bitner, 1990; Reimer & Kuehn, 2005), and it may Journal of Strategic Marketing 549 Page 3 serve to create expectations about the price and quality of the service (Bebko, ...
What are the 3 dimensions of servicescape?
The three dimensions of servicescape used in this study as a yardstick to measure an exhibitors' satisfaction consist of ambient condition, spatial layout/functionality and sign, symbol, artifacts.
What is the element of a servicescape?
The servicescape includes the facility's exterior (landscape, exterior design, signage, parking, surrounding environment) and interior (interior design and decor, equipment, signage, layout) and ambient conditions (air quality, temperature and lighting).
How can I improve my servicescape?
Putting in place adequate lighting and ensuring that it is regularly maintained. Signage to guide customers should be in place and it should be maintained to avoid fading and any effects of the elements. Parking space priority should be given to customers.
How does servicescape affect the quality of customer interactions?
In addition to its effects on their individual behaviours, the servicescape influences the nature and quality of customer and employee interactions, most directly in interpersonal services . It has been stated that “all social interaction is affected by the physical container in which it occurs.”.
How does the service setting affect consumers?
Bitner suggested that the service setting can affect consumers’ emotional, cognitive, and physiological responses, which, in turn, influence their evaluations and behaviours. Our focus is on affective responses or feelings that are created by contact with the physical environment.
What is spatial layout?
Spatial layout refers to the ways in which machinery, equipment, and furnishings are arranged, the size and shape of those items, and the spatial relationships among them. Functionality refers to the ability of the same items to facilitate the accomplishment of customer and employee goals.
Is willingness to learn higher in nice servicescape?
The willingness to learn is higher for students in nice servicescape and their perception of the service is by consequence higher. The service is often produced and consumed simultaneously: therefore, the surroundings might have a strong impact on customer perception and be consequence on customer experience of the service.
Does servicescape cause behavior?
The perceived servicescape does not directly cause people to behave in certain ways. Although the internal responses are discussed independently here, they are clearly interdependent – A person’s beliefs about a place, a cognitive response, may well influence the person’s emotional response, and vice-versa.
Why is the servicescape important?
According to Lusch and Vargo, the servicescape is an important resource that enables the firm to "channel consumer realities in certain ways". Empirical studies have demonstrated that the servicescape affects both the customer's emotional and behavioural responses in service settings.
What is servicescape model?
Servicescape is a model developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. The aim of the servicescapes model is to explain behavior of people within the service environment with a view to designing environments that does not accomplish organisational goals in terms ...
What is a moderator in servicescape?
In the servicescape model, a moderator is anything that increases the standard stimulus-response states of pleasure-displeasure, arousal-non-arousal or dominance-submissiveness while the response behaviour is mediated by internal responses including the cognitive, emotional and physiological responses.
Who developed the servicescapes model?
The model was developed by US academic, Mary Jo Bitner in 1990. It is heavily influenced by a branch of social science known as environmental psychology. In services marketing, the servicescapes model has become the dominant framework for studying and evaluating the physical environment in which service encounters occur.
What is service encounter?
A service encounter can be defined as "the duration in which a customer interacts with a service. The customer's interactions with a service provider typically involve face-to-face contact with service personnel, in addition to interactions with the physical elements of the service environment including the facilities and equipment.".
What is approach behaviour in a service environment?
In a service environment, approach behaviours might be characterised by a desire to explore an unfamiliar environment, remain in the service environment, interact with the environment and with other persons in the environment and a willingness to perform tasks within that environment.
Overview
Servicescape is a model developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place. The aim of the servicescapes model is to explain behavior of people within the service environment with a view to designing environments that does not accomplish organisational goals in terms of achieving desired behavioural responses. For consumers visiting a service or retail store, the service environment is the first a…
Origins, importance and influences
The servicescapes model is an applied stimulus-response model where the application is specific to the service sector. The model was developed by US academic, Mary Jo Bitner in 1990. It is heavily influenced by a branch of social science known as environmental psychology. In services marketing, the servicescapes model has become the dominant framework for studying and evaluating the physical environment in which service encounters occur. A service encounter ca…
The servicescapes model
The servicescapes model is an applied stimulus-organism-response model (SOR model), which treats the physical environment as the stimulus and the response is the behavior of employees and customers within the physical environment. The servicescape performs four important roles - packaging - presents the outward appearance to the public; facilitator - guides the efficient flow of activities; socialiser - conveys expected roles to both employees and customers and differentiat…
Types
Bitner's pioneering work on servicescapes identified two broad types of service environment:
Lean servicescapes - environments that comprise relatively few spaces, contain few elements and involve few interactions between customers and employees. e.g. kiosks, vending machines, self-service retail outlets, fast food outlets. Designing lean environments is relatively straight-forward Elaborate servicescapes- environments that comprise multiple spaces, are rich in physical elem…
See also
• Behavioral script
• Classical conditioning
• Sensory cue
• Service blueprint
• Service design