8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 1/10

Typology of Service Organizations Based on Variations in

Form and Use of the Servicescape

  Complexity of the Servicescape

Servicescapeusage

Elaborate Lean

Self-service 

(customer only)

Golf course

eBay

 ATM

Car washSimple Internet servicesExpress mail drop-off 

Interpersonal

services (both customer andemployee)

HotelRestaurantHealth clinicHospitalBank AirlineSchool

Dry cleaner Retail cartHair salon

Remote service (employee only)

Telephone companyInsurance companyUtilityMany professional services

Telephone mail-order desk Automated voice messaging

services

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 2/10

Typology Implications

Who should be consulted in making servicescapeand other evidence decisions?

What organizational goals might be targeted

through servicescape design?

Customer satisfaction or Work-group needs or Both.

How complex is the set of decisions regarding the

servicescape?

Elaborate vs. Lean? Servicescape usage?

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 3/10

Servicescape 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 designan appropriate servicescape.

Servicescape plays four important roles:

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 4/10

Package ± conveys expectations

 ± influences perceptions

Facilitator  ± facilitates the flow of the service delivery process

provides information (how am I to act?)

facilitates the ordering process (how does this work?) facilitates service delivery

Socializer  ± facilitates interaction between

customers and employees

customers and fellow customers

Differentiator  ± sets provider apart from competition in the mind of the consumer 

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 5/10

Package

Similar to tangible products µpackage¶,

servicescape offer & communicate an image to

the customers of what they are going to get

through the service.

It is an outward appearance of organization and

thus can be critical in forming initial impressions

or setting up customer expectation.

This packaging role is particularly important in

creating expectations for new customers and neworganizations for services.

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 6/10

Facilitator

Servicescape act as an a facilitator in assisting both the customers and service employees

For employees, it should be pleasant to conduct

activities.

For customers, service should be pleasure toexperience.

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 7/10

Design of servicescapes aids in socialization of both

the customers and employees, conveying expectedroles, behavior and relationships.

The design of the facility should also suggest to

customers what their role is relative to

employees,what parts of the servicescape they are

welcome in, how they should behave, what types of 

interactions are encouraged.

Socializer

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 8/10

Differentiator

The design of the physical facility can

differentiate a firm from its competitors and signal

the market segment the service is intended for.

Companies adapt servicescape to reposition the

services or identify new customer segments.

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 9/10

Example: Candle lit tables with smooth classical

music, tables with clothes and pre-laid cutlerydifferentiates a restaurant from other with

flouroscent colors, pattern on the walls, blasting

music, crowded with young boys and girls

8/3/2019 Scape Roles

http://slidepdf.com/reader/full/scape-roles 10/10

Servicescape is useful from a strategic point of 

view to think about the multiple roles of it and to

make actual decision.

The roles played by servicescape in a particular 

situation will aid in identifying opportunities anddeciding just who needs to be targeted and

consulted in making facility design decisions.