Servicecape Essay Example

a servicescape, as defined by Booms and Bitner, refers to the environment in which the service is provided and where interactions between the seller and customer take place. The servicescape encompasses both external factors such as the landscape, exterior design, signage, parking, and surrounding environment, as well as internal factors like interior design, decor, equipment, signage, layout, air quality, temperature, and ambiance.

The purpose of this research is to examine the importance of servicescape in terms of atmospherics at Zara, and how it impacts consumers' perception and willingness to purchase their products. In addition to the food served, consumers are highly sensitive to the ambiance, lighting, decor, and music in the retail environment. These elements can influence consumer behavior, decision-making, time spent in the store, and overall experience. The physical environment not only affects customers but also employees. Ideally, the business environment should cater to the needs of both customers and employees. Both groups perceive the environment holistically, considering the ambient conditions, spatial layout and functionality, as well as signs, symbols, and artifacts. Each dimension can independently or collectively impact the overall perception. Ambient conditions are particularly noticeable when they are extreme, such as extreme heat or cold.The importance of self-service settings becomes evident when customers spend a significant amount of time in them and they do not meet their spatial layout and functionality expectations. In such situations, the complexity of tasks or the need for a quick solution requires clear signage, symbols, and artifacts to convey information and create a positive impression. This is especially crucial in highly competitive industries where differentiation from competitors is essential. According to Bitner (1992), the ambiance of the environment,

as experienced through our five senses (eyes, ears, nose, tongue, and skin), plays a significant role in shaping customers' perceptions. Even if not consciously noticed, these ambient conditions create a mood that is perceived and interpreted by customers individually and as a whole. Additionally, the spatial layout and functionality of the environment contribute to its effectiveness in maximizing productivity. Finally, signs, symbols, artifacts, and branding play a vital role in amplifying messages to targeted customers.

The music in the cinema had a subtle but powerful impact on perception and behavior. It was mostly played in the bar/restaurant area, where it was more audible, while being played at a lower volume elsewhere. This type of low yet energizing music influenced people's pace and behavior, as they synchronized their movements to the music. This created a comfortable atmosphere and reduced stress levels, ultimately encouraging them to stay longer and increasing the likelihood of impulsive purchases in the restaurant or bar.

An ambient smell is one that fills a space and can be found in various environments. In this particular setting, the prevailing scent is that of popcorn typically associated with cinemas, enticing people to indulge and make purchases. However, the aroma is mainly concentrated in the snack area, triggering hunger and offering a solution when customers pass by. Cinemas are known for having this distinctive smell.

Colors have a powerful impact on emotions, especially in the world of cinema. Instead of using the common color red which evokes warmth and energy, filmmakers opt for blue and dark blue hues. These colors create a sense of tranquility and loyalty while also alleviating headaches that may arise from

crowded theaters filled with young patrons who could potentially disturb some customers. Blue effectively conveys calmness, honesty, and authenticity.

The color scheme used in the space represents different emotions and atmospheres. Dark blue symbolizes peace, tranquility, and goodwill while also conveying movement, soulfulness, and compassion. In other areas of the space, various colors are utilized to create specific effects. For example, orange is employed in the arcade display to generate excitement, enthusiasm, and warmth. In the snack area, a dominant presence of white creates a sense of spaciousness with its bright lights and tile floor. This use of white also contributes to a feeling of sterility which is crucial for a food-serving environment but still attracts customers through colorful displays. The lounge area incorporates a combination of blue and red shades that blend warmth and coolness together. This mix stimulates relaxation by providing both energy and serenity. Additionally, comfort is further enhanced by the brown parquet floor.

The screen room is all black with low light, giving a great feeling of warmth. Orange is often used to draw attention. (Source: http://fortunerep.hubpages.com/hub/Color-and-Emotion-Association)
Additional element 1: Virtual Servicescape - where employees or customers interact via the Internet instead of being in the same physical area. (Source: http://www.oxbridgewriters.com/essays/management/physical-evidence-and-servicescape.hp#ixzz2MmE4NyXX)
A brand represents the bond between the buyer and seller of a product or service, and can have a positive or negative impact. Customers perceive risk, value, and the quality of the product or service through branding. Branding and servicescape are inseparable. Branding helps the product or service stay in customers' minds. (Sources: http://www.slideshare.net/ahmad1957/servicescapes-presentation, http://www.ukessays.com/essays/marketing/servicescape-in-uk-restaurant-industry-marketing-essay.php, http://scholarworks.umass.edu/cgi/viewcontent.cgi?rticle=1177;context=gradconf_hospitality)
A servicescape plays four important roles. It packages the service offer and communicates an image to customers.

Appropriate servicescaping creates the desired image for the service provider, moderates customer expectations, and reinforces their experience and memories.The way an organization appears physically, known as servicescape, is important for making good first impressions and establishing customer expectations.

Servicescape plays multiple important roles. It acts as a facilitator, helping both customers and service employees optimize their opportunities and make the service consumption comfortable and convenient for the customer. It also serves as a socializer, facilitating the socialization process for both customers and employees by conveying expected roles, behavior, and relationships. Furthermore, the design of the servicescape also acts as a differentiator, setting one provider apart from its competitors and indicating the specific segment the services are targeted towards.

Companies utilize servicescape to readjust their services or target different customer segments. In conclusion, while it is important to consider the various functions of servicescape and how they influence each other, making actual decisions regarding servicescape design necessitates comprehension of the reasons behind the effects and how to handle them. The roles that servicescape plays in a specific scenario will assist in identifying possibilities and determining the individuals who should be involved in making facility design choices.

The Ambient Condition of the store aims to provide customers with a premium shopping experience. The store is designed with an aesthetic and professional appearance, featuring high ceilings and a luminous ambiance that creates a sense of openness and spaciousness. The predominant use of color in the store gives customers a youthful impression, while also conveying a sense of upscale quality. Despite offering low prices, the store maintains a spacious and clean appearance. Male security guards stationed

at the main entrances add to the feeling of security preferred by high-class individuals. The staff is dressed in red and black shirts, as well as blue shirts, which contributes to reinforcing the company's image. The spatial layout of the store plays a role in influencing customers' emotional responses.

The building provides a comfortable and safe environment for customers with its full air conditioning in the summer and heating in the winter. The main entrance, featuring clear tempered glass, creates a spacious and welcoming atmosphere. Outside the entrance, there is a showcase display for commercial advertisements to attract customers. However, the first stage of the building is not aesthetically pleasing due to a large column in the middle and separate elevators that divide the room. Nevertheless, the unique architectural shape sets it apart from other buildings in the area and clearly identifies it as a cinema. Escalators are conveniently available between floors for easy access by customers. With four stages, customer psychological responses may be affected. While seating may be slightly smaller compared to some US cinemas, each stage is well decorated with movie advertisements and signboards are provided to help customers navigate through this large cinema. In each stage's center, an escalator is placed for easy location finding purposes, enabling customers to be in the center of the room and decide where to go next. Additionally, there are lifts and stairs available throughout the building. Moreover, special provisions have been made for handicapped individuals with a lift provided for stairs access and designated spaces in the middle of the front row specifically allocated for themIn this space, there are two seats on each side for

companions. For mothers with babies, a changing room is located outside of the ladies' restroom. Within the lounge area, customers can find two styles of seating - one resembling a restaurant and the other resembling a bar. This allows for different ambiances to be experienced in the same area. The cinema has also included a ticket collection machine on the opposite wall from the ticket counter, accompanied by a large sign for visibility. Furthermore, 12 ticket counters are placed on the left side of the entrance with a defined queue line to maintain organization, especially during busy periods. On the second floor where the snack area is situated, there is also a ticket booth available. Menus showcasing items and prices are prominently displayed with pictures. Customers waiting in line have access to an additional menu for making their selection. A total of 8 ticket booths exist which may vary depending on customer presence levels. However, this variability sometimes leads to errors such as only two booths being open when there are many customers present; ultimately causing delays and potentially causing them to miss part of their movie which negatively impacts their overall experience as consumers. Additionally, arcade areas can be found on every level providing entertainment for friends until their movie begins. Benches and small waiting rooms are also available between screening roomsRestrooms are accessible on all three main levels (1, 2, and 3) of Cineworld. However, their number is limited with only two or three toilets available for a large cinema like Cineworld. This can be inconvenient when there are many customers present. Additionally, there is a car garage provided for those who prefer

to drive and quickly park their cars at the cinema. Despite being centrally located in a well-known street in Dublin, taxis frequently pass by and can conveniently drop customers directly in front of the cinema building.

The screen room is well-equipped with plenty of seats. However, some seats, particularly those on the side, do not offer a good view of the screen which can be annoying while watching a movie. The ticket queue can also be long but posters displaying upcoming movies and entertainment news help make the wait more bearable. There is also a TV that displays the available movies and their showtimes.

The restrooms at Cineworld are clean and brightly lit with a large mirror installed. Women's products are available through a dispenser although there is only one hand towel provided. During peak times, the cinema can become overcrowded and possibly odorous.

However, overall the cinema is well-designed with no bad seats, sufficient lighting to locate your seat, spacious and comfortable chairs that have drink holders,and suitable temperatures throughout.The exiting process is easy through brightly lit and safe areas.Throughout the building there are distributors featuring IMAX facility signs,symbols,and artifactsThe cinema utilizes various elements in its environment to communicate its image, assist customers, and convey rules of behavior. At the entrance, there is a sign that indicates the different stages and what can be found in each one. Additionally, each stage has a sign next to the elevator for easy navigation. The text emphasizes different aspects of the building's design and amenities.

To ensure visibility and prevent overlooking, the "No Smoking" sign stands out with bold silver lettering. Restroom and changing room signs are clearly indicated, while signage

for the lift area lacks clarity. The parking and building lighting strike a balance between brightness and warmth, creating a comfortable atmosphere. High ceilings also contribute to a sense of spaciousness.

For safety during nighttime visits, a lamp post situated in front of the cinema provides ample light. Designated maternity and handicapped parking near the entrance reflect a customer-centric approach that shows care for individual needs.

Overall, these design elements encourage positive behaviors such as staying, exploring, working, and establishing connections within the cinema environment.The physical environment of a space has a significant impact on customer experiences and the achievement of organizational goals. It influences consumer perception, fosters loyalty, and discourages avoidance behavior, ultimately leading to positive customer experiences. Interactions between employees and customers are greatly influenced by the physical environment in which they occur. As such, the surrounding conditions affect how these interactions unfold. In cinemas, designated areas have been created to entertain customers and provide a socializing space while waiting for a movie to start. This eliminates the inconvenience of checking movie times online or at the theater repeatedly. These areas often include arcade games, as well as options for food, coffee, and restrooms. Symbolic cues within the servicescape effectively communicate and reinforce the unique nature and quality of the service experience offered by an establishment. It serves as an attention-grabbing medium to differentiate from competitors and attract customers from the target segment.The use of colors, textures, sound, scents, and spatial design enhances the desired service experience and creates an impactful effect. This effect can stimulate interest in specific goods, services, or experiences. A key aspect of the cinema positioning is having employees at the

end of each movie to showcase cleanliness and regular maintenance for customer benefit. Employees play a crucial role in representing the company and making a positive impression on customers. Seating arrangements are provided to reduce customer discomfort instead of standing. Working closely with colleagues fosters camaraderie among employees. During slower periods without customers, conversations with colleagues promote a relaxed atmosphere rather than feeling agitated or stressed. Cleaning tasks are often done in pairs to reinforce teamwork within the establishment. Taking action based on employee emotional and psychological responses positively impacts their moods, feelings, and overall comfort. Despite receiving many positive reviews, there is still room for improvement as a well-known and highly regarded company in Dublin's cinema scene.To accommodate varying preferences in sound quality, the company could offer audio headsets in specific screening rooms. These headsets would resemble those seen on airplanes and would provide customers with high-quality sound to improve their movie-watching experience. To ensure they do not go missing or get stolen, the headsets could be secured to the seats using lengthy cords.

Cinemaworld could improve its arcade area by constructing a larger one similar to the cinema Gaumon at multiplex in France. They could utilize one of the waiting areas between the screen rooms and include distributor of snacks, couches, and create a pleasant space for waiting and interacting with others. Additionally, Cineworld could consider replacing some seats and adding popcorn holders, as seen in a cinema in Miami. These features would enhance comfort and convenience for moviegoers who often carry popcorn and a drink. The cinema in Miami also offers seats with footrests and adjustable arms for a home-like experience.

Moreover, on the parking lot, they could introduce color coded floors or numbered aisles, similar to airports, to assist customers in remembering where they parked. Dublin's Ligh House Cinema is renowned for organizing a book-club in collaboration with Chapters Bookstore. Each month, a different book and film adaptation are selected for discussion, providing an excellent opportunity to combine movies and books and engage with others."

can go and experience virtual reality games during intermission. Additionally, comfortable seating can be incorporated to ensure the audience's utmost convenience.