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The Concept Of Servicescape Applied On A Fast Food Shop

4536 words - 18 pages

Student Name :Harpreet SinghStudent Number :1180803Subject Code :MK692Subject Title :Services MarketingLecturer's Name :Gary BernieWord Count :3614Table of ContentsIntroduction…………………………………………………3Critical Analysis of the Is………………………………….3Literature Review………………………………………….4Application of Theoretical Concepts/Models……………6The Servicescape Model……………………………6The SOR Model……………………………………...8The Dual Model……………………………………....9Theoretical Diagnose of the Problems………………….10Development Of Solutions……………………………….11Conclusion…………………………………………………12Bibliography………………………………………………..13Appendix…………………………………………………...14Questionnaire………………………………………..14Servicescape Network………………………………151. IntroductionServicescape is one of the most important and intriguing factors in organisational view. Being a member of an organisation and experiencing the various service aspects in it has motivated me to take this as a research topic. The research is purely based on the idea of "Servicescape" which has emerged as an important concept for understanding customer's behaviour in service industry. Service providers should build environments that develop environments that appeal to consumer pleasure and arousal states while avoiding atmospheres that create submissiveness. The construct environments should be such that, it facilitates the operational ease and efficiency of the firm.This very concept of Servicescape is applied on Rasher Byrnes situated at Temple Bar to verify the quality perception of the customers.The Rasher Byrnes is a small-based Pizza outlet famous for its better ingredients and better pizza. The owner is trying to widen its area of operation...

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