SERVICESCAPE

DEFINITION: The concept of a servicescape was developed by Booms and Bitner.

Servicescape is defined as, "the environment in which the service is produced and
in which the seller and customer interact, combined with tangible elements that
facilitate performance of the service"
Servicescape is a physical evidence used by service providers in providing the
service.
EXAMPLE:
Mango Masala, the restaurant in the city centre in Ajmer uses
fluorescent colors, wrought iron furniture , beautiful wallpapers, aeroplane
suspended from the ceiling to make it look very different.
ELEMENTS OF SERVICESCAPE: They affect customers' perceptions of the
service experience. The main elements according to Bitner are;

Additional elements
1. Virtual Servicescape - where the employees or the customers are not in
the same physical area, but they are interacting via an electronic media the Internet.
2. Gender of service provider certain gender people dominate in certain
type of industry. For example, air-hostesses are important in airlines
services.
IMPACT OF SERVICE ENVIRONMENT: Service environment (servicescape) is
helpful to the customers in following ways;
1. It makes purchase decision easy
2. It generates expectations in the minds of the customers related to the
service provider.

3. It helps in evaluating the service quality

4. It helps in satisfaction to the customers.
TYPES OF SERVICESCAPE: A servicescape can be of the three possible types.
1. Self service servicescape: The service is designed around a customer where
customers help themselves for getting the service. The role of service
employees is limited. Customer performs most of the activities, either on their
own or with a little help from the service-provider. Examples are ATMs, cinema
halls, gymnasium and self service restaurants etc. The service environment
must be easy for the customers to get the service because customers have to
help themselves for getting such types of service.
2. Interpersonal servicescape: When a service requires a close interaction
between the customer and service-provider, the servicescape must be such
that it helps this interaction. Examples: Hotels, hospitals, schools and banks
are examples of this type of servicescapes. They must be designed to attract,
satisfy and facilitate the activities of both for the interaction between the
customer and the service-provider.
3. Remote servicescape: There are service settings where there is little or no
customer
involvement
is
required
for
getting
the
service.
Telecommunications, insurance and call centres etc., are examples of remote
encounters. In this types of services, customers participation is not required.
Hence service environment is not created keep in mind the customers.
ROLES/ IMPORTANCE / OF SERVICESCAPE: A servicescape plays four important
roles;
1. Package: Servicescapes is like a package of service offer. It communicates an
image in the minds of the customers. Appropriate servicescaping is a sure way to
create an image in the minds of the customers. Servicescape is an outward
appearance of organization. Hence a good servicescape creates an initial
impression in the minds of the customers.
2. Facilitator: Another important job of servicescape is to help both the
customers and employees of the service providers. It helps in making the service
production and consumption more comfortable to the customer as well as the
service providers. This setting can help in efficient flow of activities in the service
setting. This makes it easier for customer and employee to achieve their goals.
3. Socializer: Design of servicescapes helps in socialization of both the customers
and employees by conveying expected roles, behavior and relationship. Compare
the servicescape of a public bank with that of a private bank. In a public bank,
there is little space for the customers to move around. It means that the customer
must not enter the restricted area, that is where the most important job of the
bank, internal operations, is conducted and by entering that area , customers will

be interfering with that task. But in case of private banks, customers move around
easily. The air conditioned rooms with comfortable seats and a cold water
dispenser and spotlessly clean glass door makes customers feel welcome . They
are allowed more space to move. Private banks have very friendly atmosphere.
4. Differentiator: A good servicescape can help in differentiating the
service from that of the competitors. A dominance of green at IDBI bank
differentiates it with blue of HDBC bank. Customers can easily identify the service
provider on the basis of servicescape. For example, red colour of Vodafone and
yellow colour of idea is a very good differentiator.
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