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

Elements of physical evidence

Facility exterior Other tangibles

Exterior design Business cards Parking Stationary Landscape ReporttsSurrounding environment Billing statementsSignage Employee dress UniformsFacility interior BrochuresInterior design Web pagesLayout Virtual servicescapeEquipmentsSignageAirquality/temperature

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.