Important Role of the Servicescape

Provision of appropriate servicescape is of strategic importance. Services cape performs. a variety of roles which cause a favorable impact on customers.

Important Role of the Servicescape

The role of servicescape may be discussed under the following headings:

  1. Package.
  2. Facilitator.
  3. Socializer and
  4. Differentiator.

1. Package

Packaging is a marketing necessity. Consumers do not want just the product. They want explanation, assurance, encouragement, confidence and praise. Packaging serves in most cases as a vehicle by which the brand of the product is carried through to the consumers. Similar to the package of a tangible product, the servicescape and other tangible evidences wrap the services.

Packages communicate the external image of the service to consumers. A service is created and provided in a physical environment. The service provider and customers interact in service firm’s physical environment. The tangible elements such as visiting cards, billing statements, website etc., of the service firm complement the service offering. The outward appearance of the service firm is the visual aspect of the intangible service. The appearance of the personnel, their uniforms or dress and other elements perform the function of a tangible product’s package.

2. Facilitaror

The servicescape facilitates the performances of persons in the environment. In the properly designed service setting, service activities will flow efficiently. A well-designed functional facility makes the experience of the customer a pleasant one. The service employee also finds his job pleasant. When the physical facility is poor, both employees and customers get frustrated.

For example, an international air traveler is dissatisfied with poorly designed airport. An airport with few signs, poor ventilation and poor catering facilities will cause utmost inconvenience to him. His visit to the airport will be disappointing. The employees working there will also be demotivated. Besides, the passenger seat comfort of the aircraft is a very significant factor in determining passengers’ comfort.

In fact, international airline carriers devote much time and resources on a better seat design. Airlines advertise about the comfort of their seats turning into full flat bed for the convenience of long-distance passengers on their websites. So, the facilitator role of the servicescape has become increasingly important.

3. Socialiser

The design of the servicescape has some tangible of the intangible service. For example, building area, customer information, sign boards, equipment, waiting room, pay phone, brochures, reports, billing statements, etc. These evidences are to be properly used by the service employees in discharge of their duties.

The servicescape helps to convey expected roles, behavior and relationships among service personnel. Equipment, furniture and fittings have functionality. Here, functionality means the ability of the furnishings and fittings to facilitate the accomplishment of the employee and customer goals.

The space provided in the firm facilitates customer interaction with service employees. For example, in a coffee house, many customers tend to spend time socializing rather than coming in only for a quick cup of coffee. Comfortable lounge chairs and tables set in perfect ambiance encourage socializing, interaction and a longer stay.

4. Differentiator

The servicescape acts as a differentiator. The design of the physical facility varies with service firms. Physical environment differentiates a service organisation from its competitors. It is directed at the market segment to which the service is intended for. Such differentiation is done even within the service firm itself.

The seats on an air flight are designed to differentiate business class from economy class. In shopping malls, the signage, the colours used in decor and displays and type of channel music all are aimed at the intended market segment.

A restaurant communicates through its servicescape its differentiation for individual customer and family members. Price differentiation is also achieved through variations in physical setting. Generally, in lodges, bigger rooms with more amenities cost more.

Larger seats with more leg room are more expensive on an airplane. Customers who are willing to pay higher prices can experience the service in a different environment.

Leave a Reply

Recent Posts

Related pages

sale of movable property agreementppc production planning and controldefine decentralisationfinding payback periodrbi central bankadvantages of living in a capitalist societyexplain the doctrine of ultra viresbill of lading in international tradewhat is the meaning of moadisadvantages of cost accountingadvertising agency organization75000 usd in inrdefinition autocratrole of financial intermediaries in economic growthrole of small scale industries in indian economycommodity exports definitionoverhead apportionmentscope moa definitionretail forecasting methodsgearing ratio formula calculationwhat is the difference between managerial accounting and financial accountingconcept of privity of contractdebtor ratiogatt ruleswhat is quota sampling in statisticsmeaning of demoteddefinition of decentralized organizationautocratic leaderinternal sources of finance advantages and disadvantagesstraight numeric orderstages of a startup companycreditors turnover daysdistinguish between equity and equalitywhat is irr in accountingwhat is alphabetic filingeconomic order quantity meaningdefinition capitalist economyrole of rbi in rural creditcreditors voluntary liquidation procedurefdi examples in indiaadvantages and disadvantages of accounting rate of returnprofitability index calculatorhigh employee turnover definitionadvantages and disadvantages of offset lithographycaste systems of indiaparagraphs for precis writingbudgetary control definition wikipediamarketing mix modificationadvantages and disadvantages of leadership stylescapital budgeting phasesdefine viresadvantages and disadvantages of financial statementmaterial usage variance formulacontractee meaningdifference between otc and exchangeadvantages and disadvantages of corporationsadvantages and disadvantages of bretton woods systemprécis writingrole of middlemensipcot industriesdemerits of online shoppingformat of payroll sheetadvantages and disadvantages of cost accountingadvantages of mechanisation in agriculturetax avoidance indiais nigeria a mixed economyadvantages and disadvantages of foreign investmentwhat does labour turnover meandisadvantage of fdiasset utilization ratios formulaprospectus defineteeming and ladingsoundplansecuritisation definitionmodus operandi agencydays sales outstanding analysisdefinition of consumer durablesapplication of marginal costingcharacteristics of target costingultra vires casesrecent examples of mergers and acquisitions in india