servicescape

The three critical components of 'servicescape' are ambient conditions including temperature, air quality, noise, music and odour; space and layout including layout, equipment and furnishing; and finally signs and symbols including signage and decoration.

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Bitner10 has synthesized much of the material in this area, but only to conclude that “through careful and creative management of the servicescape, organizations may be able to contribute to the achievement of both external marketing goals and internal organizational goals.”

MARKETING AESTHETICS BERND SCHMITT 1997

Bitner10 has synthesized much of the material in this area, but only to conclude that “through careful and creative management of the servicescape, organizations may be able to contribute to the achievement of both external marketing goals and internal organizational goals.”

MARKETING AESTHETICS BERND SCHMITT 1997

Bitner10 has synthesized much of the material in this area, but only to conclude that “through careful and creative management of the servicescape, organizations may be able to contribute to the achievement of both external marketing goals and internal organizational goals.”

MARKETING AESTHETICS BERND SCHMITT 1997

Servicescape is equally applicable to websites, but the three critical components of servicescape change slightly in the online environment.

WalesOnline - Home 2010

Also of fundamental importance to constructing effective servicescape is to recognise that servicescape is not static, but will change and evolve over time.

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Sponsored feature: A good servicescape can be a winning combination

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The key to getting servicescape right is to talk to your customers about what they want and what they like.

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Interestingly servicescape also applies to other sectors of the economy, such as railway stations, sports stadiums, banks, supermarkets, restaurants and even offices.

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A poor servicescape will have numerous negative effects on both employees and customers, and will affect the long-term profitability of the organisation.

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