This document discusses service quality in tourism and defines the concept of a servicescape. It presents a typology that categorizes servicescapes based on their physical complexity and whether the customer, employee, or both perform within the servicescape. Examples are given for each category, such as a golf course being a self-service servicescape with elaborate physical complexity, while a hot dog stand is interpersonal but with lean physical complexity. The role of the servicescape is explained for guiding customers in self-service operations and motivating remote employees. Finally, photographs demonstrate how table settings, decor, and attire in two restaurant servicescapes communicate distinct expectations for employees and customers.

1. Service Quality
in Tourism
TOPIC
Jl IKPN Bintaro No 1, Pesanggrahan,
Tanah Kusir, Jakarta, Special Capital
Region of Jakarta 12330, Indonesia
Servicescapes

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A. Servicescapes
7.2.1 Servicescape Concept.
A typology of servicescapes is organized according to who participates within the service environment
and the degree of complexity of the servicescape.
Typology of Servicescape
Physical complexity of the servicescape
Who performs within
servicescape
Elaborate Lean
Self-service (customer only) • Golf course
• Water slide park
• Post office kiosk
• ATM
• E-commerce Web site
Interpersonal services (both
customer and employee)
• Luxury hotel
• Restaurant
• Disneyland
• Airline terminal
• Budget motel
• Hot dog stand
• Roadside snake farm
• Bus station
Remove service (employee only) • Professional services
• L.L. Bean
• Telemarketing
• Online technical support
Well you have learned that because of the absence of employees, the servicescape for a self-service
operation plays a central role in guiding customer behavior through the use of signage (e.g., direction
to the next golf tee) and intuitive design of interface (e.g., hot buttons on a Web site).
For remote services, employee satisfaction, motivation, and operational efficiency are the primary
physical design objectives because customers do not visit the site physically. The servicescape at
Disneyland is famous for creating a fantasy experience for customers and a stage for employees (i.e.,
cast members).
For describing clearly about servicescapes to create desired expectations and behaviors for employees
and customer, you may consider the photographs of two restaurant servicescapes below. Note how
the table settings, furniture, room decor, and even customer attire communicate distinct expectations
for customers and employee alike.
Photograpghs:
Restaurants use their servicescapes to create desired expectations and behaviors for employees and customers

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