return of the king

Analysis of the Servicescape Model Pertaining to:

A Presentation by:

Alan Diamond Róisín O’Malley

16321351638066

March 14th 2012

Event: The Return of the King

– Elvis Presley Tribute Show

Date: 1st March 2012

Time:Doors Open: 7:30pm, Show Commenced: 8:00pm

Venue: The Tivoli Theatre

Profile of the Event

Name: The Tivoli Theatre

Opened: 1987

Theatre Capacity: 447

Location: 138 Francis St, The Coombe, Dublin 8

Venue Profile

AmbientConditions

Space/Function

Signs,Symbols

&Artifacts

CognitiveEmotional

Psychological

A n I ntegrative F ramework: Bitner ’s Servicescape M odel

ENVIRONMENTAL DIMENSIONS

HOLISTIC ENVIRONMENT

MODERATORS INTERNAL RESPONSES BEHAVIOUR

Perceived Servicescape

CustomerResponse

Moderator

EmployeeResponse

Moderator

ApproachAttraction

Stay/ExploreSpend More €€€

SatisfactionAvoid

(opposite of approach)

Employee Responses

Customer Responses

CognitiveEmotional

Psychological

ApproachAffiliationExplorationStay LongerSatisfaction

Avoid(opposite of approach)

Social InteractionBetween

Customers and Employees

THE SERVICESCAPE IN

RELATION TO: THE RETURN OF

THE KING

Purchase Stage

Living Social Website.

Tivoli Theatre.

Tivoli Theatre Facebook

page.

Transport

Bus Eireann

Taxi

LUAS

Walk/Cycle

Exterior of Venue

Black & Red Paint.

Graffiti-covered car park.

Clean.

Modern.

Interior of Venue

Similar colour patterns

inside the theatre.

Box office area was small

& compact.

Tickets were hard to get

because they were not

confirmed.

Lounge Area/Bar

Poorly lit.

Crates of drink on stage.

Bar area had Christmas

lights up.

Bottle bins on dance floor.

Bottle bins blocking

emergency exits.

Bar tender was texting on

his phone.

Music

Stereo behind the bar had an interview with An Taoiseach on the radio, discussing the current economic climate.

Ireland is as bad as ever!

Staff

Helpful

Uniformed

Friendly

Box Office Employee -

wearing a tracksuit

Bathrooms

Adequate standard.

Well maintained.

Little signage to inform

you where they are.

Colours, Seating & Space

Theatre exterior: red & black.

Seating: red also, but torn,

old & uncomfortable.

Inadequate spacing between

seats in the theatre.

Enough space in theatre bar

to capacitate early arrivals.

Attendees

Wide demographic.

Minority of attendees

were inebriated.

Disturbance.

The Show Itself

Lively.

Feel-good factor.

Professional.

Comfortable enough to

dance & sing along.

Individual Behaviour

Approach Behaviour Desire To Stay

Desire To Spread Good

WOM

Desire To Interact

Desire To Return

Avoidance Behaviour Desire To Leave

Desire To Spread Bad WOM

Desire To Not Interact

Desire To Not Return

Approach the show, Avoid the Venue

PRIMARY RESEARCH

Interview with Ian Smith- Producer

Running for 11 years.

Choose Tivoli because

finance & location.

No major accidents

have occurred.

Unaware of signage for

epileptics.

Three crew members

trained in first aid.

Interview with Paul Lydon- Health & Safety Officer

Risk Assessments carried

out frequently.

No major health & safety

issues in the past.

Alcohol has been an

issue.

Interval rule requested

on all productions.

Tivoli is situated on a

busy street.

Recommendations

Photosensitive-epileptic

signs.

Music in the waiting

area/bar.

Selling of merchandise.

Friendlier staff.

Graffiti-covered car park.

Student prices on tickets.

Conclusion

In relation to The Return of

the King, the servicescape

model has highlighted

perceptions and emotional

responses that could make

consumers pursue

alternative services.

Thank You!

Any Questions?