SERVICESCAPE

PREPARED BY:-

SANDEEP KUMAR
MBA 2ND YEAR
• ‘Servicescape’ refers to the environments in which services are delivered and where the
firm and customer interact.
• 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.
• 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.
Example: patient examination room in a doctor’s office; catering service, Parking etc;
 ASPECTS OF SERVICESCAPE

1. Spatial layout and functionality

he 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.
examples are artwork, floor coverings, photographs on the wall,
 3. Ambient conditions
The background conditions of an environment like color, noise, music, sound, lighting, etc. Are included
in ambient conditions. 

Elements of servicescape
The various elements influencing servicescape are

Facility Exterior Facility Interior Others

• Landscape • Music • Virtual servicescape
• Exterior design • Layout • Brochures
• Surrounding environment • Equipment • Employee dress
• Parking • Air quality temperature • Billing Statements
• Signage • Interior design • Web pages
• Uniforms
• Reports
• Stationary
• Business cards
 ROLES OF SERVICESCAPE

1. 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.
2. 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.
3. 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.
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.
TYPES OF SERVICESCAPE ENVIRONMENT

The two types of service environment identified on servicescape are –

1. Lean servicescape
Designing this type of environment is straightforward and includes fewer interactions, elements, and spaces
between employees and customers.
Some examples are fast-food outlets, vending machine, and kiosks.
2. Elaborate servicescape
Designing this type of servicescape requires teams that are skilled in their work and are fully aware of the
corporate vision and desired outcome. The elaborate servicescape includes multiple spaces, elements, and
interactions between employees and customers.
Some important examples include restaurants, gym, swimming pool, bars, ocean liners, and international hotels.
 FUNCTIONS OF SERVICESCAPE

1. Image, differentiation, and positioning

Servicescape is an integral part of value proposition and service experience as it can attract attention very
easily.
It delivers leisure as well as a contact service, for instance, in shopping malls, the staff and the
environment jointly makes an effort to please its customers.
2. Facilitating service encounter and increasing productivity
Designing plays an important part in servicescape if you want to facilitate service encounter and
maximize productivity.
Several shopping malls have included small playhouse type of enclosures within its innovative design so
that mothers can avail the services, keep their child over there, and peacefully continue with their
shopping.
APPROACH OF SERVICESCAPE

1. Direct observation
• Trained observers are hired to observe and make a detailed note of the behavior and reactions of both the
employees and customers. Depth interviews and direct observation has helped to explore the reactions
and interactions of participants.
• The findings have proved useful in comparing and redesigning the servicescape for better results.
2. Environment surveys
• An environment survey asks both the employees and customers to put across their preferences
and needs by answering predetermined queries in a particular format. It measures perceptions of three
different factors like social condition, design, and ambiance.
• The most important advantage of this survey is the interpretation and administration of the derived result
to create better servicescape.
3. Photographic blueprint
• The visual and photographic blueprint can help to know the point of view of a customer.
It acts as a tool to assess the service process.
4. Experiments
• Experimental methods help to assess particular reactions of both customer and employee
regarding environmental changes. The real perceptions and reactions can be assessed and
implemented through it very easily
THANK YOU