The document discusses the concept of servicescape, which refers to the physical environment in which services are delivered and consumed, highlighting its influence on customer behavior and interaction. It covers various elements such as spatial layout, ambient conditions, and the importance of design in creating effective service encounters and differentiating brands. Additionally, it outlines two types of servicescapes: lean and elaborate, explaining their respective characteristics and applications.

1. By VIJYATA
ASSISTANT PROFESSOR, DEPT. OF MANAGEMENT
RANCHI WOMEN’S COLLEGE
RANCHI UNIVERSITY

2. Servicescape is defined as the physical environment where
a service is rendered. Servicescape deals in the settings
where a service is consumed or delivered and the place
where both the service provider and customer interact with
each other.
This concept coined by Booms and Bitner states that
ambiance has a direct impact on the customers buying
behavior

3.  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.
 Signs, symbols, and artefacts
Signs are signals that directly communicate with the customer and are
displayed on the exterior and interior of the servicescape. Symbols and artefacts
provide implicit cue to the reader. Floor covers, photographs on wall impact
stimulus of customers.
 Ambient conditions
The background conditions of an environment like color, noise, music,
sound, lighting, etc. are included in ambient conditions.

4. FACILITY
EXTERIOR
• Landscape
• Exterior design
• Surrounding
environment
• Parking
• Signage
FACILITY
INTERIOR
• Music
• Layout
• Equipment
• Air quality
temperature
• Interior design
OTHERS
• Virtual
servicescape
• Brochures
• Employee dress
• Billing Statements
• Web pages
• Uniforms
• Reports
• Stationary
• Business cards

5. 1. Image, differentiation, and positioning
the physical environment set for the interaction of
customer and company helps in creating a niche over
competitor brands and carving unique positioning and
image in the minds of consumer
2. Facilitating service encounter and increasing
productivity
A seamless servicescape with systemized service
encounters with customers helps in increasing
productivity and efficiency of employees too.

6. Facilitator
Servicescape acts as a facilitator to help people in their
surroundings. 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.
Socialiser
The servicescape design acts as a perfect socializer between both
customers and employees. 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. The design also suggests to
customers where they are not allowed and where they are
encouraged and welcomed through servicescape.

7. Package
The servicescape helps to convey the internal image
through its outward appearance. 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.
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.

9.  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.
 Elaborate servicescape
The elaborate servicescape includes multiple spaces, elements,
and interactions between employees and customers. Designing
this type of servicescape requires teams that are skilled in their
work and are fully aware of the corporate vision and desired
outcome. Some important examples include restaurants, gym,
swimming pool, bars, ocean liners, and international hotels.

10. For feedback/suggestions, mail me at
vijyata.rwc@gmail.com