Question

Servicescapes are the physical surroundings in which a service is delivered. What is the strengths and weaknesses of the layout of that Servicescapes from the hotel industry of both service delivery and the customer?

Answer 1

The typology of the servicescapes plays an important role in the achievement of the organizational and marketing goals of the hotel industry. There are various strengths as well as weaknesses that might be present in the servicescapes of the hotel industry which can augment or can be detrimental to the service delivery and customer experience.

Strengths of the servicescapes layout:

- A good design servicescapes layout improves the social interaction between the employees and customers.

- Customers react to the servicescapes in two forms avoidance and approach, therefore, a well-designed layout helps in increasing the approach behavior and reduces avoidance behavior.

- Better servicescape helps the employee to do their best at the service and bring customer delight.

- A delighted customer tends to visit the hotel more frequently and spend more amount of money.

- Good servicescapes also initiate the positive cognition about the place and the belief on product and service gets deeply rooted in the mind of the customers.

- Perception about the servicescape helps the customer to differentiate the places among the other available hotel property, hence a good layout of the servicescape puts the people and organization in a higher hierarchy level with respect to the competition.  

The weakness of the servicescapes layout:  

-If the servicescapes layout is not well designed it will have a negative impact on the benefits listed in the strengths of the well-designed layout of the servicescapes.

- The perception of the poor layout of the servicescapes can lead to negative emotions and in turn, it will create a negative feeling about the service delivery and customer will not have a pleasant feeling about the place.

- Spatial layout refers to the positioning of the machinery, furniture, and equipment in the servicescapes and the spatial relationship between them should be optimum, in case it is not optimum it will lead to deterioration of service capability.

- Poor layout increase the service delivery time and any increase in time of service delivery lead to customer dissatisfaction.