Environmental perspective in the

service encounter-perceived
control, script and role theories.
INTRODUCTION

The term “service encounter” is described as the personal interaction between the
customer and the service provider (Solomon et al. 1985). In many service interactions,
the customer interacts with several individuals who each provide part of the service.
These service providers perform in a network of interrelated roles, each comprised of
specific behavior patterns. The goal of this network of roles is delivery of the total
service in a manner that will satisfy the customer.

Servicescape is a model that puts its on us on explaining the behavior of

customers and clients within the service environment. It is a popular concept
from Booms and Bitner that categorically states that ambiance has a direct
impact on the customers.
When a consumer visits a place for a particular service or product, it is the
surroundings that encourage or discourages him from following a set course of
action. It is the first aspect of service perceived by the client or customer and the
impression that forms pave the way for further services
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. The aspect of spatial layout and functionality is much needed in self-service
settings where the customers themselves handle the services. You will generally not find employees or workers
helping you to deal with them. Some important examples are the ATM, self-service restaurants, internet shopping,
etc.

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.
The signs can be used as labels like the name of a department and company, for a directional purpose like entrance
and as rules for specific behavior like no smoking. Symbols and artifacts are also effective in giving the implicit cue to
the reader.
Some important examples are artwork, floor coverings, photographs on the wall, and display of prominent artifacts
that have symbolic meaning and manage to connect and communicate with its reader.

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.
Role & Script Theory- A service encounter can be compared to a play with the
actors being the service staff and customers. Role congruence is necessary to
customer satisfaction. Employees need to be careful in fulfilling their roles as
outlined by customer expectations. Scripts allow service employees to quickly
respond to guest inquires; overuse may lead to mindless service performance
that does not meet customer expectations. The major benefit of role and script
theory is that it controls variability of services.

Control Theory - Service means empowering or giving a degree of control to

the customers thereby making a customer confident when using the service.
When a customer is empowered with knowledge or control during a service
encounter, they are more likely to view the encounter positively.