Question

SERVICE MARKETING SUBJECT

a) A service setting, sometimes called a servicescape, includes all aspects of the physical environment in which the service provider and customer interact.

Discuss the THREE (3) main dimensions in the Serviscescape Model

b) The Three-Stage Model of Service Consumption is a model to explain the consumption process when dealing with services. The three stages involved are namely the Pre-purchase Stage, the Service Encounter Stage and the Post-encounter Stage. In the Service Encounter Stage, one common framework used to capture the stage is known as the Servuction Model/Framework.

State and explain a service’s invisible and visible elements as mentioned by the Servuction Model/Framework.

Answer 1

a) The 3 main dimensions in the Servicescape Model are as follows:

· Space Layout and function: The way the workstations have been arranged or the way the furniture has been laid out

· Ambience: The external factors like weather, temperature, air, music, etc.

· Artefacts, signage and symbols: The décor used or the signals and symbols used for instructions

b) Let us take the restaurant service of McDonald’s into consideration.

· Visible elements of service: The layout of the outlet, the chairs and tables, the tray tables in which the food is served, etc.

· Invisible elements of service: The rules and regulations as well as customer policy followed in McDonalds.

Both the visible and the invisible elements of service combine together to form the overall service experience developed for customer experience. These visible and invisible elements of service help in developing the competitive advantage of the service.