Servicescapes in Facility Management

Servicescape

• Physical facility ---(interior & exterior)• Ambient conditions ---(temp. colors, noises,

smells)• Other tangibles

Impact of Service Environment

• Purchase decision• Expectations• Service quality evaluations• Satisfaction

Examples of Physical Evidence from the Customer’s Point of View

• Parking • Seating• Restrooms• Stadium exterior• Ticketing area• Concession Areas• Entrance• Playing Field

A Framework for Understanding Environment-User Relationships in Service Organizations

PHYSICALENVIRONMENTAL

DIMENSIONS

HOLISTICENVIRONMENT

INTERNALRESPONSES

BEHAVIOR

Ambient Conditions

Space/Function

Signs, Symbols, and Artifacts

PerceivedServicescape

Cognitive

Emotional

Physiological

Cognitive

Emotional

Physiological

Employee Responses

Customer Responses

Individual Behaviors

Social Interactions

between and among customer and employees

Individual Behaviors

Maximizing the Service Environment

1. Recognize strategic impact2. Blueprint3. Clarify roles of the Servicescape4. Assess and identify physical evidence opportunities5. Update and modernize

Servicescape PositioningCost Efficiency

Customization

ServiceQuality

Firm

CustomersEmployees

(Tech

nica

l)

(Functional)

Objectives and Goals

• Customization– Meet Needs of Customers

• Functional Service– Meet needs of customers

• Technical Service– Maximize employee efficiency

• Cost Efficiency– Reduce costs and increase productivity

Physical Facility• Exterior Appearance• Interior Appearance• Ambient Conditions• Interpersonal Factors• Employee Appearance• Employee Behavior

Efficiency and Quality

• Cost Efficiency– Maximize efficiency & productivity

• Customization– Focus on customers

• Technical Service Quality– Maximize quality of technical output

• Functional Service Quality– Maximize quality of customer interaction

Key Servicescape Questions

Perceived Servicescape– Overall the physical environment pleases me

Ambient Dimension– The physical environment is clean– The temperature at the facility is pleasant– The physical environment has the appropriate

lighting

Social Dimension– The employees are helpful and friendly– The customers are helpful and friendly

• Design Dimension– Aesthetic• The architecture is attractive• The interior layout is pleasing

– Functional• The physical facilities are pleasing• The restrooms are designed well