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Role of ServiceScape In Marketing of Services - By Meenakshi Ghanghas, Lecturer

ies, either on their own or with a little help from the provider. Examples are ATMs, cinema halls, gymnasium and self service restaurants etc.The service provider must plan the facility
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assisting both the customers and service employees to make most of the opportunity it should make the service consumption comfortable convenient for the customer. For employees it should be pleasant to conduct activities. This setting is designed can enhanced or inhibits the efficient flow of activities in the service setting making it easier or harder for c
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asium and self service restaurants etc.The service provider must plan the facility exclusively with the customer in mind. The facility design can attempt to position it for the desired market segment, by making the facility pleasing and appropriate to use for them. A gym layout and design and design (choice of equipment) conveys the segment of population that is targeted – slimming enthusiasts, body shapers, sportspersons, business executives and housewives or the youth.
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The role of service employees is limited. Customer performs most of the activities, either on their own or with a little help from the provider. Examples are ATMs, cinema halls, gymnasium and self service restaurants etc.The service provider must plan the facility exclusively with the customer in mind. The facility design can attempt to position it for the desired market segment, by making the facility pleasing and appropriate to use for them. A gym layout and design and design (choice of equipment) conveys the segment of po
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t for the customer. For employees it should be pleasant to conduct activities. This setting is designed can enhanced or inhibits the efficient flow of activities in the service setting making it easier or harder for customer and employee to accomplish their goals
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he service is designed around a customer helping self with 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 provider. Examples are ATMs, cinema halls, gymnasium and self service restaurants etc.The service provider must plan the facility exclusively with the customer in mind. The facility design can attempt to position it for the desired market segment, by making the facility pleasing and appropriate to use for them. A gym layout and design and design (choice of equipment) conveys the segment of population that is targeted – slimming enthusiasts, body shapers, sportspersons, business executives and house
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Servicescapes ‘package’ the service offer and communicate an image to the customers of what they are going to get. It is the corporeal manifestation of the service idea for interest groups to form a shared appreciation-ma perceptible metaphor for an intangible service. They are predetermined to render an intended image to the service concept and evoke a particular sensory and emotional reaction that sets the stage for a germane experience that augments the efficacy of the offer. Appropriate servicescaping is a sure shot way to create an image that the service provider is seeking to put up. It also helps moderate customer expectation and reinforces his experience and reminiscences. Servicescape is an outward appearance of organization and thus can be critical in forming initial impressions or setting up customer expectation.
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Socializer Design of servicescapes aids in socialization of both the customers and employees, conveying expected roles, behavior and relationship. Compare the servicescape of a public bank with that of a private bank. In a public bank a large part of the floor is marked as restricted, leaving little space in the form of an arrow aisle along the outer walls of the hall for customers. The message is clear –customer must not enter the restricted area, that is where the most important job of the bank, internal operations, is conducted and by entering t0hat area , customers will be interfering with that task. Whereas private banks approach customers with conviviability. The air conditioned lounge with comfortable seats and a cold water dispenser as you pass through a spotlessly clean glass door, makes customers feel welcome . They are allowed more space to move and occupying a seat across from executives desks suggest that customer are indeed central to all activity. The service with public bank also suggests that customers have a formal –official relationship with public bankers, whereas servicescapes in private banks encourage casual –affable interactions. Differentiator
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Roles of Servicescape A servicescape is not a passive setting it plays an important role in service transactions. An evaluation of the roles they have in service encounters will reveal how important it is to design an appropriate servicescape .A servicescape plays four important roles.
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