The document discusses servicescapes, which refers to the physical environment where a service takes place. It impacts customer perceptions and the service experience. The document outlines different aspects of servicescapes like spatial layout, signage, and ambient conditions. It also describes dimensions of servicescapes such as facility exterior, interior, and design elements. Additionally, the document discusses how servicescapes can impact individual behavior, social interactions, and play roles like packaging a service, facilitating the customer experience, and differentiating a business from competitors. Key factors that affect service facility design are also presented.

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Presented By
Dr. Niraj Chaudahri
Assistant Professor,
Sanjivani College of Engineering ,
Dept.of MBA,
Kopargaon
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Sanjivani College of Engineering, Kopargaon
Department of MBA
www.sanjivanimba.org.in
Service Operation Management-I
Services cape

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Environmental Psychology & Orientations
• The linkage between environmental
psychology and organizational behavior is
demonstrated by use of Wapner's holistic,
developmental, systems-oriented perspective.
This approach uses the organism-in-
environment as the unit of analysis, and
provides different features of the organism,
the environment, and their relations to
conceptualize the problems and issues of
organizational behavior in a novel way.

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Environmental Psychology & Orientations
• By examining the individual-in-group,
individual-in-organization, group-in-
organization, and organization-in-
environment systems, this theoretical
approach encompasses numerous studies
already conducted, and moreover, operates
as a powerful device that leads to new
avenues of research

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Services capes
• Servicescape is defined as the
physical environment where a service can take
place. It helps to analyze and identify the impact
of a good environment on the service-based
industry.
• Servicescape deals in the settings where a service
is consumed or delivered and the place where
both the company and customer interactions with
each other. It has a powerful impact on the
assessment, perception, and response of the

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Aspects of servicescape
1. Spatial layout and functionality
• Spatial layout is about the way you arrange the furnishings, equipment and
machinery, their shape and size and of course, the spatial relationship
which exists amongst them. Functionality is about the ability of those items
to accomplish customer satisfaction.
2. Signs, symbols, and artifacts
• The sign is one of the most explicit signals that can communicate directly
with a customer in a physical environment. These are prominently displayed
on both exterior and interior of a place and generally act as communicators.
3. Ambient conditions
• The background conditions of an environment like color, noise, music,
sound, lighting, etc. are included in ambient conditions. These are
important factors as they affect one or other of our five senses and can
change the mindset and perception of a person

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Dimensions Of Servicescapes
• Facility Exterior
1. Landscape
2. Exterior design
3. Surrounding environment
4. Parking
5. Signage

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Dimensions Of Servicescapes
• Facility Interior
1. Music
2. Layout
3. Equipment
4. Air quality temperature
5. Interior design

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Dimensions Of Servicescapes
• Design
1. Brochures
2. Employee dress
3. Billing Statements
4. Web pages
5. Uniforms
6. Reports
7. Business cards

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Behavior Of Servicescapes
1.Individual Behavior
2. Social Interactions

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Role Of Servicescapes
• Package
• Facilitator
• Socializes
• Differentiator

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Role Of Servicescapes
1.Package
Product packages are one of its primary examples
where you can easily know about the wrapped product
by viewing and reading the matter. It acts as a visual
metaphor for building a specific image.
2.Facilitator
• A well-designed place creates a pleasurable ambiance
that relates to peace and harmony, whereas an
inefficient design can cause frustration and
pessimistic attitude in the minds of both employees
and customers.

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Role Of Servicescapes
3.Socialiser
• It also helps to depict the expected behavior and
roles like an employee can understand his position in
a team through his cubicle placement, the quality of
office furnishings and office assignments.
4. Differentiator
• Servicescape acts as a differentiator by separating
designs of a company from its competitor. It helps to
reposition a company and attract new segments

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Factors Affecting Service Facility Design
1. Nature and Objective of Service
Organization
2. Land Availability and Space requirement
3. Flexibility
4. Security
5. The community and Environment