Exam critically the role of the servicesape in manipuating customer's Essay

Exam critically the role of the servicesape in manipuating customers decision fashioning approach and dodging behaviours - Essay ExampleService could also be totally intangible the likes of the cellular phone services. Servicescape refers to the style and appearance of the physical surroundings where the customers and the service provider interact. In the increasingly competitive environment companies have been challenged to augment their core services with value-added benefits which would table service them to sustain competitive advantage. The payoff of service experience is evaluated not merely in terms of utility but also from an experiential perspective. For instance gourmet food can be made available at sporting events. and then emphasis is given on managing the service firms physical facility. All these value-added service help to enhance revenue and hence servicescape has become a focal point in the delivery of customer delight. This paper will critically examine the r ole of the servicescape in manipulating customers decision making approach and avoidance behaviors in all three types of distribution channels.The physical environment is an all-important(a) determinant of consumer perceptions and future behaviors. This makes it important to understand how the physical environment leads to consumer outcome behaviors. The role of physical environment is that it should attract attention. The servicescape acts as a package and the first impression is created which influences the customer what to expect inside the place of purchase. Compared to competition, the servicescape should stand out. In the eccentric of Disneyworld it acts as a differentiator. The physical environment should also be able to create and deliver a message. Hotels use symbolic cues to communicate with customers about quality and the nature of service. It acts as a facilitator as a well-designed facility can make the experience pleasurable for the customer. Thirdly, the physical en vironment should create an impact done its dcor and landscaping, through