Chapter 8
Providing customer service
through the servicescape
© Hudson & Hudson. Customer Service for Hospitality & Tourism
Topics Covered
o Elements of the servicescape
o The strategic role of the servicescape
o Developing servicescapes
o The effects of servicescapes on consumer
behaviour
o Waiting line strategies
‘At Your Service’ Spotlight:
Hospitality Starbucks-style
‘Third place’ - a social, yet personal environment ….where people
connect with others and reconnect with themselves.
o Themes inspired by Italian espresso bars
• Inviting, comfortable, compelling servicescapes
• Sensory pleasures and ambiance
• Italian terminology
o Customer focused
• First names on paper cups
• Free WiFi for work, social networking
• Meeting place, community hub
o Long-term brand integrity
• Espresso machines replaced
• Modified menu items
• Slowed expansion, new products
Key characteristics of the
servicescape
o Physical facility referred to as the ‘servicescape’
• Facilitates performance or communication of service
o Physical environment or service arena
• Service delivery
• Firm and customers interactions
o Customer assessment of intangible services
• Physical evidence
• Tangible cues and components
Elements of the servicescape
Facility Exterior
Parking
Landscape
Signage
Exterior design
Table 8.1
Facility Interior
Layout
Equipment
Signage
Air temperature
Interior design
Lighting
Other Tangibles
Uniforms
Business cards
Stationary
Invoices
Brochures
Web pages
Employee dress
The strategic role of the servicescape
o Packaging
• Creates external image
• Sets expectations
o Facilitator
• Aids performances of service providers
• Physical layout and functional design
o Socializer
• Suggests expected roles, behaviors and relationships
o Differentiator
• Distinguished from competitors
• Signals appropriate market segments
Developing servicescapes
o Effective servicescapes include:
• Holistic designs
• Complementary e.g. arousal elements
• Service products match design elements
o Themed servicescapes
o Interactive servicescapes
o Servicescapes developed around new market segments
Snapshot:
Incheon Airport, Korea
First and last impressions.
o Customer transit services
• Fast processing times, interactive LCD info screen
• Multi-lingual staff and signage
o Customer amenities
• Free internet access, computers, showers, changing rooms
• Between flight tours, golf outings
• Shops, food courts, lounges, cultural centers
o Staff training and improvement
• ICAO training center
• Service Improvement Committee
• Incentive program
o Technological innovations
• Cooperation and data sharing
• Passenger number forecasting
The effects of servicescapes
on consumer behaviour
o Customers loyalty incentives:
• High perceived value
• ‘Get’ should exceed ‘Give’
• Rewards for loyalty
o Company benefits:
• Higher profits through retaining customers
⁻ More purchases overall
⁻ More frequent purchases
• Lowers operating costs
⁻ No acquisition costs
• Increases company referrals
How the servicescape impacts
consumers and employees
Environmental
Dimensions
Ambient Conditions






Behavioral responses
Music
Temperature
Air quality
Noise
Smell
Color
Spatial layout and
functionality
Spatial layout
 Floor plan
 Size
 Shape of Furnishings
 Counters
 Equipment
 Arrangement
Moderators
Internal Response
Employee
Both Employees and
Customers
Affiliation
Exploration
Cognitive Responses
Holistic
Environment
Perceived
Servicescape
Functionality
 Ability to facilitate the
performance of service
transactions
Signs, Symbols & Artifacts
 Signage
 Personal artifacts
 Style of décor
Staff and guests
 Behavior
 Image
Figure 8.1 (Source: Adapted from Bitner, 2002)
Employee
Response
Moderators



Beliefs (about place,
people and products)
Categorization
Symbolic meaning
Emotional Response
Customer
Response
Moderators


Mood (The Russell
model of affect )
Attitude
Stay longer
Commitment
Carry out plan
Social
Interaction
between and
among
customers and
employees
Avoid opposite
Customer
Attraction
Physiological responses
Exploration




Stay longer
Comfort
Shiver
Pain
Dizzy
Continue purchasing
Carry out plan
Return
Spread word of mouth
Avoid opposite
Common associations and human
responses to colors
Color
Red
Degree of
warmth
Warm
Orange
Warmest
Yellow
Warm
Green
Blue
Cool
Coolest
Indigo
Violet
Cool
Cool
Common associations and human responses
High energy and passion; can excite, stimulate,
and increase arousal levels and blood pressure
Emotions, expression and warmth; noted for its
ability to encourage verbal expressions of
emotions
Optimism, clarity, and intellect; bright yellow
often noted for its mood-enhancing ability
Nurturing, healing, and unconditional love
Relaxation, serenity, and loyalty; lowers blood
pressure; is a healing color for nervous disorders
and for relieving headaches, because of its
cooling and calming nature
Meditation and spirituality
Spirituality; reduces stress and can create an
inner feeling of calm
Table 8.2 (Source: Based on Lovelock and Wirtz, 2007)
Waiting line strategies
o Employ operational logic
• Streamline operational processes
• Eliminate inefficiencies
• Queue configuration
o Establish a reservation system
• Shift demand to time less busy periods
• Inherent problem of ‘no-shows’
⁻ Charge fee
⁻ Overbook capacity
o Differentiate waiting customers
• Need-based or customer priority
• Guest registering e.g. FASTPASS
The psychology of waiting lines
Table 8.3 (Source: Maister, 1985)
Case Study:
Attention to Detail at Cavas Wine Lodge
We seek the best experience, effortless for our guests.
o Exterior design complements landscape
o Interior design:
• Unique décor, color schemes
• Mood enhancing music, atmospheric lighting, “clean and fresh” smell
• Hand-selected objects, furniture by local craftsmen, artists
• Regional, organic fruit and vegetables
o Customer service
• Staff uniforms
• Frontline service
• Guest expectations
• Surprise events e.g.
tango evenings
outdoor cooking lessons