TermPaperon:

TypesandStrategicRolesoftheServicescape
Course:ServiceMarketing(MKT607)

PreparedFor
Prof.Dr.SerajulHoque
Professor
DepartmentofMarketing
UniversityofDhaka

PreparedBy
NazmunNahar
IDM1415006
Batch:EvMBA5th(Marketing)

BangladeshUniversityofProfessionals
SubmissionDate:11thDecember,2015

Introduction:
ServicescapeistheActualphysicalenvironmentwheretheserviceisperformed,deliveredandconsumed.It
is also the place where the firm and customer interact. It is considered to have an impact on customer
response,particularlyperceptions,evaluationandassessment.
BoomsandBitnerdefinedaservicescapeas"theenvironmentinwhichtheserviceisassembledandinwhich
the seller and customer interact, combined with tangible commodities that facilitate performance or
communicationoftheservice".
BoomsandBitnerdevelopedtheconceptofservicescape.Itemphasizeontheimpactofphysicalenvironment
inservicebasedindustry.Ithelpsinanalyzingthecustomerexperiencebetweenafastfoodrestaurantanda
familyrunsmallrestaurantprovidedthequalityoffoodavailableinboththeplacesaresamethecustomer
mayperceivehigherqualityinthefamilyrunrestaurantbasedontheenvironmentinwhichthefood(service)
isprovided.

The servicescape includes the facility's exterior (landscape, exterior design, signage, parking, surrounding
environment) and interior (interior design and decor, equipment, signage, layout, air quality, temperature
andambiance).

TypologyofServicescape
Depending on the nature of desire and designed encounter a servicscape can be of the
threepossibletypes.
ASELFSERVICSCAPE
Theserviceisdesignedaroundacustomerhelpingselfwiththeservice.Theroleofservice
employeesislimited.Customerperformsmostoftheactivities,eitherontheirownorwith
a little help from the provider. Examples are ATMs, cinema halls, gymnasium and self
service restaurants etc. The service provider must plan the facility exclusively with the
customer in mind. The facility design can attempt to position it for the desired market
segment,bymakingthefacilitypleasingandappropriatetouseforthem.
ANINTERPERSONALSERVICESCAPE
Whenaserviceencounterrequiresacloseinteractionbetweenthecustomerandprovidertheservicescape
mustbefacilitatethisinteraction.Aninterpersonalservicescapeisappropriate.Hotels,hospitals,schoolsand
banksareexamplesofthistypeofservicescapes,theymustbedesignedtoattract,satisfyandfacilitatethe
activitiesofbothconducivetotheinteractionbetweenthetwo.

AREMOTESERVICESCAPE
There are service settings where there is little or no customer involvement in the
servicescape.Telecommunications,insuranceandcallcentresetc.,areexamplesofremote
encounters. These use remote servicescapes. They are back office .The place has to be
designed to keep employees motivation and morale high. The servicescape should
premeditateergonomicallytofacilitateteamwork,supervisionandoperationalefficiency.
Further each type of servicescape can be elaborate and lean. Lean servicescape will have
simple processes, simple layout little equipment, little geographic (physical) spread and
fewsimpleinteractions.STDPCOanATMadrycleanerandfillingstationareexamplesof
leanservicescapes.

Forthese,thedesigningissimpleanduncomplicated,andmoresoiftheyareselfserviceor
remoteservicescapewitheithercustomersorprovidersonthesceneafivestarresortor
theme park or an airport etc. are examples of elaborate servicescapes with complex and
dynamic interactions between customeremployees,customerscustomers,customers
equipments,equipmentsemployees,andemployeesemployees.
Whilecustomerpresencerequireselementsofcomfortandconveniencetobebuiltin,the
providersseekproductivity,operationalconveniencesandamenities.

StrategicRolesoftheServicescape
A service is not a passive setting it plays an important role in service transactions. An
evaluation of the roles they have in service encounters will reveal how important it is to
designanappropriateservicescape.Aservicescapeplaysfourimportantroles.

1.Package:
Package is the service offer and communicates an image to the customers of what they
aregoingtoget.Thispackagingroleisparticularlyimportantincreatingexpectationsfor
new customers and for newly established service organizations that are trying to build a
particularimage.Theservicescapeistheoutwardappearanceoftheorganizationandthus
can be critical in forming initial impressions or setting up customer expectations it is a
visual metaphor for the intangible service. Similar to a tangible products package, the
servicescape and other elements of physical evidence essentially wrap the service and
conveyanexternalimageofwhatisinsidetoconsumers.Thephysicalsurroundingsoffer
an organization the opportunity to convey an image in a way not unlike the way an
individualchoosestodressforsuccess.
2.Facilitator:
The servicescape can also serve as a facilitator in aiding the performances of persons in
theenvironment.Afacilitatormakestheserviceconsumptioncomfortableconvenientfor
the customer. A welldesigned, functional facility can make the service a pleasure to
experience from the customers point of view and a pleasure to perform from the
employees. On the other hand, poor and inefficient design may frustrate both customers
andemployees.Thesettingisdesignedcanenhanceorinhibittheefficientflowofactivities
in the service setting, making it easier or harder for customers and employees to
accomplishtheirgoals.
3.Socializer:
Design of servicescapes aids in socialization of both the customers and employees,
conveying expected roles, behavior and relationship. The design of the facility can also
suggest to customers what their role is relative to employees, what parts of the
servicescape they are welcome in and which are for employees only, how they should
behavewhileintheenvironment,andwhattypesofinteractionsareencouraged.Compare
theservicescapeofapublicbankwiththatofaprivatebank.Inapublicbankalargepartof
thefloorismarkedasrestricted,leavinglittlespaceintheformofanarrowaislealongthe
outer walls of the hall for customers. The message is clear customer must not enter the
restricted area, that is where the most important job of the bank, internal operations, is
conductedandbyenteringthatarea,customerswillbeinterferingwiththattaskwhereas
private banks approach customers with convey ability. The air conditioned lounge with
comfortableseatsandacoldwaterdispenserasyoupassthroughaspotlesslycleanglass
door,makescustomersfeelwelcome.Theyareallowedmorespacetomoveandoccupying
aseatacrossfromexecutivesdeskssuggeststhatcustomerisindeedcentraltoallactivity.
The service with public bank also suggests that customers have a formal official
relationshipwithpublicbankerswhereasservicescapesinprivatebanksencouragecasual
affableinteractions.

4.Differentiator:

Thedesignofthephysicalfacilitycandifferentiateafirmfromitscompetitorsandsignal
themarketsegmenttheserviceisintendedfor.Givenitspowerasadifferentiator,changes
inthephysicalenvironmentcanbeusedtorepositionafirmand/ortoattractnewmarket
segments. Companies adapt servicescape to reposition the services or identify new
customersegments.
AdominanceofgreenatIDBIbankdifferentiatesitwithredofHSBCbank.Withthelayouts
acustomercanmakeoutwhatkindofbankitis.Inshoppingmallsthecolorsusedindecor
anddisplaysandtypeofmusicwaftingfromastoresignaltheintendedmarketsegment.
The design of a physical setting can also differentiate one area of a service organization
fromanother.Thisiscommonlythecaseinthehotelindustrywhereonelargehotelmay
have several levels of dining possibilities, each signed by differences in design. Candle lit
tables with smooth classical music and tables with clothes and prelaid cutlery
differentiates a restaurant from other with flour cent colors and pattern on the walls,
blasting music, crowded with young boys and girls and motorcycles at the makeshift
parkinginfront
While it is useful from a strategic point of view to think about the multiple roles of the
servicescape and how they interact, making actual decisions about servicescape design
requiresanunderstandingofwhytheeffectsoccurandhowtomanagethem.

Conclusion
Servicescapeemphasizetheimpactofthephysicalenvironmentinwhichaserviceprocesstakesplace.Itis
considered to have an impact on customer response, particularly perceptions, evaluation and assessment
althoughitisusefulfromastrategicpointofviewtothinkaboutthemultiplerolesoftheservicescapeand
howtheyinteracttomakingactualdecisionaboutservicescapedesignrequiresanunderstandingofwhythe
effectsoccurandhowtomanagethem.Therolesplayedbyservicescapeinaparticularsituationwillaidin
identifyingopportunitiesanddecidingjustwhoneedstobeconsultedinmakingfacilitydesigndecisions.

Reference
1. Service marketing By Valarie A. Zeithaml & Mary Jo Bitner McGrawHill Irwin
Publications(6thEdition)
2. http://slideplayer.com/slide/5754708
3. http://rooh.it/97f3d1
4. http://www.yourarticlelibrary.com