Introduction
Servicescape
Booms and Bitner came up with the concept of servicescape. Businesses which are directed towards providing services to the customers directly must take the aspect of servicescape into account. Servicescape, by definition, would refer to the physical environment and the ambiance within which the service is received by the customers (Hoffman, Kelley, and Chung, 2003).
The significance of servicescape has always been stressed by marketers because, in the case of organizations which offer service, there is nothing tangible which the customers can feel or touch. Service is an intangible concept and the customers can get an idea about the quality of service being delivered to them by looking at the physical environment such as building, location, ambiance, furniture etc.
Servicescape Explained
The role of servicescape in the case of organizations which offer service to the customers is of critical significance. Servicescape plays the following roles for the profitability of the organization:
Package
The quality of a product can be gathered by looking at its packaging. If the packaging has all the related product information printed on it along with the instructions for usage and expiry date, the product will serve to be appealing for the customers. If the package is colorful and designed in a way to match the product characteristics, it would again be regarded as fit by the customers. However, in the case of services, the physical environment within which the service is being offered to the customers serves as a package. If the hospital where the customers go for the treatment of various illnesses does not have a proper parking lot, there is an absence of well-organized reception counter and waste bins and the smell of medicines and tinctures is all over the place, it is quite likely that the quality of healthcare provided will be judged (Ishaq, Bhutta, Hamayun, Danish and Hussain, 1995).
Facilitator
Physical work environment acts as a facilitator for both the customers and the employees. If the building where service is offered, for instance, a bank is small and overcrowded with no proper heating and ventilation system, it is likely that the employees will feel frustrated. The customers would also not feel pleased because the level of service offered would not be satisfactory at all. So servicescape facilitates the employees and customers in the decision-making process. If the physical work environment is appealing, then the employees would feel the motivation to perform. Moreover, the customers would also feel satisfied while availing the services because the physical environment is a determinant of quality.
Socialization
Servicescape allows employees and customers to interact with each other in a convenient manner. If the construction of the office building is such that the cabins are isolated, then employees will not have the chance to interact with each other and their productivity will suffer. Similarly, customers also need to interact with employees as they avail the service so that they could share their feedback or clarify their queries. For instance, if the customer service counter is placed in a corner of the bank, it would become difficult for customers to notice it.
Factor of Differentiation
Servicescape also serves as the differentiation feature for most service organizations. The overall physical setting in which the service is provided to the client speaks a lot about the organizational image, quality of service, credibility and uniqueness. If the servicescape does not offer anything that makes the service stand out, then there is a very little possibility that the customers would be attracted to the service and choose to avail it. So ensuring that the servicescape is based on factors of differentiation gives hope for success.
Example of Servicescape
The organization was chosen for the purpose of investigating the role of servicescape on consumer behavior as well as identifying whether servicescape under promises or overpromises what can be delivered is a bank. There are several physical evidences which would help in understanding consumer behavior in a better way.
If the location of the bank is not appealing, it might not attract customers. The location is selected on the basis of target market characteristics. Banks are usually located in busy commercial areas or major roads of the city so that customers do not find any difficulty in locating the banking branch.
Parking Area
If the parking area of the bank is not sufficient for the customers to park their cars, they would prefer not to carry out their transactions there. The parking area has to be safe and spacious. There must be a guard in the parking lot so that the customers use the banking facility without any fear of being robbed.
The outer décor and building
The overall look of the building really matters in the case of service organizations. If the building of the bank is not uniquely constructed and the outer wall colors do not match the theme of the bank, then customers will prefer to choose some other banking partner. Formal colors like maroon, gray, beige, green, royal blue are usually used.
Interior décor
The interior décor of the bank must support the theme of the bank. Placement of printed advertisements inside the bank is also mandatory so that the customers could get an idea of the latest banking and investment opportunities. Limited account offers must also be advertised. The décor of the bank must look very professional and sober. Use of flashy wall paintings and artwork on the ceilings can destroy the image of the bank. However, the logo of the bank needs to be displayed on the glass doors, windows and walls. The interior must look appealing to the eyes as well as the soul.
Lighting and Furniture
The furniture of the bank must be modern, classy and very elegant. The furniture must be made of fine wooden chairs and tables. The lighting arrangement in the bank must be such that the employees and customers should feel very fresh and active (Çelik, 2015).
Seating Arrangement
The seating arrangement of the bank is usually made very comfortable and convenient. The seating arrangement must allow the customers to talk to each other- the distance between tables should be sufficient so that the privacy of customers is maintained.
Lin (2004) proposed that the purpose of servicescape is to deliver a promise to the customers that the service they are being offered is in coherence with the physical evidence. In some cases, service organizations try hard to match the service level with servicescape but in many organizations, the physical evidence does not really communicate quality. The chosen bank is a high-end bank where individual and corporate customers are welcomed equally. The physical evidence of the bank reveals that the banking and financing service offered to the customers would be of premium quality and standard. However, some banks where the servicescape is not valued much could also provide excellent banking service to its customers. So it can be concluded that although servicescape does offer an idea about the quality and credibility of service but it cannot be seen as an exact measure of service quality.
References
Çelik, A.D.K., 2015. Bank Hospitality and Servicescape Evaluation by Bank Customers and Their Effects on Satisfaction.
Hoffman, K.D., Kelley, S.W. and Chung, B.C., 2003. A CIT investigation of servicescape failures and associated recovery strategies. Journal of Services Marketing, 17(4), pp.322-340.
Ishaq, M.I., Bhutta, M.H., Hamayun, A.A., Danish, R.Q. and Hussain, N.M., 1995. Importance of Servicescape in Services Industries. Journal of Service Research, 4, pp.2-13.
Lin, I.Y., 2004. Evaluating a servicescape: the effect of cognition and emotion. International Journal of Hospitality Management, 23(2), pp.163-178.
Reimer, A. and Kuehn, R., 2005. The impact of servicescape on quality perception. European Journal of Marketing, 39(7/8), pp.785-808.
