Question

Give an example of a professional service firm and explain how servicescapes play each of the following strategic roles: package, facilitator, socialiser and differentiator

Explain why everyone is not affected in exactly the same way by the servicescapes.

Answer 1

The environment in which service is executed is important . Servicescape Provides the indication about the quality and character of the service quality and also the character of the service, It gives the idea for customer to look for both before and after buying and their experience.

McDonald's identifies the culturally defined expectation which allows its franchisees around the different countries with freedom on developing their servicescape. McDonald's business strategy is to have the restaurants all over the world with reflection of the culture and the community in which they found.

Package: Packaging is marketing necessity. the customer do not need just the product , they even want assurance, confidence,explanation, encouragement and also the praise. packages usually communicate the external image if the service. McDonald's uses the strong and attractive metaphors, right from its outlets for the staffs and till to the trays in McDonald and to the ketchup cups. Its design exhibits the sign of young look- which bright red along with yellow color.

Facilitator:A well designed facility makes the customer experience pleasant one. the employees in the company also finds their job pleasant.McDonald's has the well designed outlet with proper signs and restaurant has the appropriate ventilation and appropriate seating arena. All McDonald's outlets are situated in the place which is easily accessible for the customer. Also the company provides the proper parking facilities for their highway restaurants.Their mascot Ronald McDonald's is also present outside of the every McDonald's restaurants. They usually prefer glass restaurants. It strongly believes in adhering local sentiments and they keep in mind about local languages.

Socialiser: The building area, sign boards, equipment's, customer information, brochure, reports, pay phone, billing information's etc. if such evidences are properly used by the employee in discharge of their duties. In McDonald's , the goals of being buyers third place is achieved with the comfortable chairs, place for children play for customer interact. McDonald's also have separate take away counter that saves the time of their patrons.All McDonald's outlet will be large with open space and passages with proper seating arena, food counter and wet floor. The McDonald's menu offers mix of both vegetarian and non vegetarian burgers along with the drinks. The firm also has the proper queue to place the order.

Differentiator: The design of the facilities in the varies with firm. The physical environment will make the firm difference from its competitor. The color combination which McDonald's uses extremely cheerful and warmth. Red shows the cheerfulness and vibrance and yellow gives brightness and friendliness. The restaurant also has the music in order to stimulate the customer emotion and behavior. it provides the pleasant sound environment for the customer. These things makes the firm different from others.

Explain why everyone is not affected in exactly the same way by the servicescapes.

Not all the individuals respond exactly same way to the perceived servicescape. The individuals personality difference as well as the temporary conditions such as emotions, moods or reason for being there will cause the difference or variation in how individuals are responding to the servicescape.