Servicescape Practice Essay

1898 words - 8 pages

1 PurposeThe purpose of this paper is to describe how to design the service cape of fast food restaurant in the University of Luton. For the purpose of this paper, using the theory and practice to examiner how the design will satisfy the consumers' and company needs at the time. Each topic will focus on the concept, role and importance of the servicescape.2 IntroductionThe University of Luton plans to build an atrium over the car park in front of "B" block. In order to satisfy the students' needs for a food service, a fast food restaurant as one of the food facilities will be constructed in the atrium which is a bit of a walk from the library and near the parking space. It is very convenience for students in the University of Luton.However, service purchases are more perceived risk than the purchase of goods/products. It cannot be directed examine until it is purchased. The variability and the non-standardized nature of services lead to uncertainty about the actual cost and product performance and make it difficult for the consumer to evaluate alternatives before purchase. Moreover, a consumer may even experience opposite results from different service encounters with the same provider. The uncertainty results a consumer of a credence service are faced with numerous alternatives.In order to reduce consumer uncertainty, the mean of adding the physical evidence particular servicescapes and fostering loyalty of brands will performance. The tangible elements of the services includes the physical environment is which a service encounter takes place, the design of buildings, their cleanliness and the appearance of staff present important tangible evidence on which a buyer is able to differentiate one service provider from another (Palmer 2001). Booms and Biter (1981, p36) servicescapes as the environment in which the service is assemble and in which seller and customer interact, combined with tangible commodities that facilitate performance or communication of service. Zeithaml and Bitner (1996) concur that the servicescape it is a intangible service meaning that the servicescape serves to identify the organization through the use of tangible evidence. It is what the consumers see the physical cues in the service place, which is different with other places. The design of a suitable service environment should explicitly consider the likely emotional states and expectations of target customers.3 Design the servicescapeCustomers physically move towards to explore an unfamiliar environment, affiliating with others in the environment through eye contact, and performing a large number of tasks within the environment. Where a service takes place is now receiving the attention it deserves. Designers are being called upon by organizations to create an environment that will support and reflect the service being offered. Atmospheres must be engendered that will stimulate appropriate customer feelings and reactions. Atmospherics are comprised of three elements:...

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