servicescapes

Service Quality in Tourism

TOPIC

Jl IKPN Bintaro No 1, Pesanggrahan, Tanah Kusir, Jakarta, Special Capital Region of Jakarta 12330, Indonesia

Servicescapes

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7.2.1 Servicescape Concept.A typology of servicescapes is organized according to who participates within the service environment and the degree of complexity of the servicescape.

Typology of ServicescapePhysical complexity of the servicescape

Who performs within servicescape

Elaborate Lean

Self-service (customer only) • Golfcourse• Waterslidepark

• Postofficekiosk• ATM• E-commerceWebsite

Interpersonal services (both customer and employee)

• Luxuryhotel• Restaurant• Disneyland• Airlineterminal

• Budgetmotel• Hotdogstand• Roadsidesnakefarm• Busstation

Remove service (employee only) • Professionalservices• L.L.Bean

• Telemarketing• Onlinetechnicalsupport

Well you have learned that because of the absence of employees, the servicescape for a self-service operation plays a central role in guiding customer behavior through the use of signage (e.g., direction to the next golf tee) and intuitive design of interface (e.g., hot buttons on a Web site).For remote services, employee satisfaction, motivation, and operational efficiency are the primaryphysical design objectives because customers do not visit the site physically. The servicescape at Disneylandisfamousforcreatingafantasyexperienceforcustomersandastageforemployees(i.e.,cast members).For describing clearly about servicescapes to create desired expectations and behaviors for employees and customer, you may consider the photographs of two restaurant servicescapes below. Note how the table settings, furniture, room decor, and even customer attire communicate distinct expectations for customers and employee alike.

Photograpghs:Restaurants use their servicescapes to create desired expectations and behaviors for employees and customers