MKT 366- Servicescapes


Published on

CSU Service Marketing presentation on Servicescapes.

Published in: Business
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

MKT 366- Servicescapes

  1. 1. ServiceScapes<br />By: Brittany Daugherty<br /> Sabra Epp<br /> Elise Hoskins<br />Craig Johnson<br /> Jackie Mailton<br /> Larissa McHugh <br />
  2. 2.
  3. 3. Overview <br />What is a servicescape?<br />Intangibility of services<br />Elements of the servicescape<br />Packaging the service<br />Facilitating the service delivery process<br />Socializing the customers and employees<br />Differentiating from customers<br />The SOR model<br />Positives/Negatives<br />Examples of good and bad<br />Ways to improve servicescape<br />Key take-away’s<br />
  4. 4. What is a Servicescape?<br />Servicescape:the use of physical evidence to design service environments (Hoffman/Bateson).<br />Or:“Totality of the ambiance and physical environment in which the service occurs.”<br />Ithaa Undersea, Conrad Maldives Rangali Island<br /><br />
  5. 5. Intangibility of Services<br />“The mother of all unique differences” <br /> (Hoffman/Bateson)<br />Unique characteristics of services that makes it <br /> difficult for customers to objectively evaluate:<br />quality of services <br />compare service alternatives.<br />Result: customers rely on physical evidence that surrounds the core benefit to assist in forming service evaluations.<br />
  6. 6. The Jane<br />New York City, New York<br />Designed by William A. Boring<br />Built for Sailors<br />Cabin-like rooms <br />Communal bathrooms/amenities<br />
  7. 7. 2008: “Loving” Restoration<br />Targets budget-conscious consumers<br />“More dash than cash”<br />Servicescape reflects a retro-exotic feel<br /><ul><li>Upgraded hotel-like living quarters
  8. 8. 5 star amenities and location
  9. 9. Gives budget minded consumers an attractive and historical option in the West Village.</li></li></ul><li>Elements of the servicescape<br />Packaging the service<br />Physical Evidence<br />-Exterior<br />-Interior<br />Image Development<br />Appearance<br />Dr.’s Office Example<br />Which one would you trust<br />with a major medical procedure?<br />
  10. 10. Elements of the servicescape<br />Facilitating the service delivery process<br />Information<br />Guidance<br />What does customer see first, <br /> then where do they go?<br />Customer Management<br />Is there something to keep waiting <br /> customers occupied?<br />Something to look at/ do?<br />
  11. 11. Elements of the servicescape<br />Socializing the customer and employees<br />Definition of Socialization <br />Importance of Physical Evidence<br />Employee Uniforms<br />
  12. 12. Elements of the servicescape<br />Differentiating from competitors <br />Physical Evidence<br />Service Factory Layout<br />Repositioning<br />
  13. 13. The SOR Model<br />Definition: A model created by psychologists to describe the effects that the service environment has on consumer behavior. <br />
  14. 14. 3 Part Model<br />A set of Stimuli<br />Physical evidence of the business (using 5 senses to appeal to consumer) <br />An Organism component <br />The recipients of the stimuli (Includes employees and customers)<br />A set of Responses or Outcomes<br />The reactions and behaviors the consumer has in response to the stimuli<br />3 emotional states<br />Pleasure- Displeasure (level of satisfaction with service)<br />Arousal- Nonarousal (degree of excitement and stimulation)<br />Dominance- Submissiveness (degree to which consumers feel in control and the ability to act freely within service environment) <br />Approach/Avoidance Behaviors<br />
  15. 15. Rainforest Café Example<br />Stimulus: Restaurant exhibiting the ambiance of a tropical forest with living trees and plants, fake animals, and a retail store located within the café. <br />Organism: Theme is targeted towards younger children.<br />Responses: Excitement, entertainment, relaxed, natural, outdoorsy, etc. <br />
  16. 16. Positives/Negatives <br />A good way to differentiate<br />Create ambiance<br />Determine customer flow<br />Enhance the overall service experience<br />Only tangible way to differentiate<br />Difficult to integrate all aspects of the service just through visuals<br />Easy to copy<br />Build a Bear vs. Foothills mall bear shop<br />
  17. 17. A Great Servicescape<br />The Rainforest Cafe’<br />Logistics<br />13 location in U.S.<br />Laundry’s Restaurants Inc.<br />Most of the inside built by Disney<br />Submerses customer in an experience<br />Not just any restaurant<br />Tons of physical evidence<br />Everything you see is consistent with the theme including the wait staff<br />A huge gift shop <br />Provides opportunity for extra revenue<br />Keeps waiting customers busy<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. A Terrible Servicscape<br />Department of Motor Vehicles<br />Complete lack of function in the servicscape<br />Does not direct customers in orderly fashion<br />Cold<br />White<br />Noises<br />Other customer<br />Nothing to do when you wait<br />
  22. 22.<br />
  23. 23. Ways to Improve Servicescape<br />Research what your target market likes<br />Make sure it’s relevant<br />Set a mood that appeals to target market<br />Create appealing atmosphere <br />Link target markets needs with what you offer<br />Example: Sports Clips<br />
  24. 24.
  25. 25. Ways to Improve Servicescape<br />As an owner, use your 5 senses to enhance customer attraction response <br />Scent Appeals<br />Touch Appeals<br />Taste Appeals<br />Site Appeals<br />Sound Appeals<br />
  26. 26. Ways to Improve Servicescape<br />Create a theme<br />Keep it consistent<br />this includes staff, decorations, furniture, attitude and business policies<br />
  27. 27. Key Take-away’s<br />Effective management of physical evidence is key to establishing service differentiation<br />Unifying all aspects of the servicescape with the service itself will strengthen the actual service experience<br />Anticipate all 5 senses when designing/evaluating a servicescape<br />
  28. 28.
  29. 29. Sources<br />B. Barbara. "How to Remember." Age Wise Living. Age wise living LLC, 2005. Web. 1 Feb. 2010. <>.<br />C. Hoffman, Doug, and John E.G. Bateson. Services Marketing, Concepts, Strategies, and Cases. <br />Laundry's Restaurants Inc. "Rainforest Cafe." Rainforest Cafe. Web. 22 Mar. 2010. <>.<br /> 3rd ed. Mason, OH: Thompson Higher Education, 2006. Print.<br />"No title." Business Dictionary. Web. 1 Feb. 2010. <br /><>.<br />