Posted in Marketing and Strategy Terms, Total Reads: 7606
Booms and Bitner developed the concept of servicescape. It emphasize on the impact of physical environment in service based industry. It helps in analysing the customer experience between a fast-food restaurant and a family run small restaurant provided the quality of food available in both the places are same the customer may perceive higher quality in the family run restaurant based on the environment in which the food(service) is provided.
Servicescape is the Actual physical environment where the service is performed, delivered and consumed. It is also the place where the firm and customer interact. It is considered to have an impact on customer response, particularly perceptions ,evaluation and assessment.
Elements of Servicescape
Elements can be both exterior and interior
• Exterior design
• Surrounding environment
• Air quality
Airlines-Airlane gate area,waiting area,Check-in-kiosks,Security screening area
Hospitals--Recovery room,Patient care room,Medical equipment
Factors influencing the design of servicescape
Complexity of the service
• Lean services
simple few elements, spaces and pieces of equipment for less complex services