SERVICE SCAPE

Group 4

IMPORTANCE : Largely Intangible

Often used to position a service organization Message creating medium

Its a part of service experience

The aspects that attracts the Customers : Hearing Touch Taste Sight Smell

International service scape scale: Overall ,the physical

environment pleases me ?????

2nd order factors: Social dimension

Ambient dimension Design dimension

 Ambient dimension-Physical environment is clean

-Temperature is pleasant
-Physical environment has appropriate lightning
Social dimension-Employees are friendly

-Employees are helpful -The customers are friendly - The customers are helpful
Design dimension-The architecture is attractive

- The interior layout is pleasing

Aesthetic-Architecture is attractive -Interior layout is pleasing

Functional-Physical facilities are pleasing

-Restrooms are designed well

 Services cape helps in creating a corporate identity i.e. positioning and differentiation Its a part of service experience: customers frequently use the service environment as an important quality proxy Services cape facilitates the service encounters by reducing service failures and supporting a fast & smooth service delivery process

Behaviors in service scape : Individual behavior

social interaction

Internal response to the servicescape: Signs , symbols and artifacts Environmental and emotion

Ambient conditions

Usage of Services cape in Hotel industry

Self -Service-Mainly customers are involved

Interpersonal-Both customers and staff are involved

Remote- Service-very less involvement of customers

Experience of customer in Restaurants

Experiencing the eating of the ordered menu items Experiencing of that eating experience

Service scape is the Unique Service Factors that Differentiate Starbucks from Its Competitors

 Well planned store arrangements which facilitate

customers to relax and socialize.

Starbucks provides information on its products,

business partnerships, and career opportunities on its website . stores in order that the grinding of whole bean coffee will "bring aroma, romance and theater" to American stores.

Starbucks stopped using pre-ground beans in its

 By now, most customers pretty much know what to expect when they enter through the heavy glass door, small green letters hanging overhead on the building exterior. Star bucks is decorated with rich warm color scheme, alternative music, organic-looking art, and baristas in green aprons. Everything about the interior of a Starbucks, from the warm aroma to the casual couches, screams comfort.

Starbucks want its services cape to be the Third Place between work and home, providing unmatched store experience.

Staffs of Starbucks are expected to be fully engaged with its customers to connect, laugh and uplift its customers days