Servicescape Flashcards
1
Q
What is a service scape?
A
The physical surroundings of a service including tangibles and intangibles
2
Q
What is a tangible?
A
Visual factors such as tables, chair, fittings and fixtures
3
Q
What is an intangible?
A
Invisible factors such as background music and smells
4
Q
What are some managerial implications on service scape
A
- Helps achieve external marketing goals & internal organisational goals
- Provides customers with visual symbols/images in order to communicate your offering
- Helps segment, position and differentiate your operation from its competitors
5
Q
Why is sight important?
A
- Colour (primary, pastel etc) & shading
- Branding associations
- Natural or artificial light
- Atmospheric lighting, working lighting is equally spread
- Types of furnishings – Size, positioning, use of space, style, flooring, use of design
- Signage – Explicit (no smoking), implicit (quality of materials or artwork)
6
Q
Why is smell important?
A
- Cooking smells – bread, coffee, fat
- Perfume – does not mix with food
- Internal – Stale alcohol
- External – drains, pollution
7
Q
Why is sound important?
A
- Kitchen sounds (shouting, plates smashing)
- Hard floors in restaurant
- Background music (tempo)
- Conversations (customers & staff)
- External sounds
8
Q
Why is touch important?
A
- Braille signage identifying routes
- Range of textures provide interest
- Test of cleanliness
- Source of cleaning requirements
9
Q
Why is taste important?
A
- Sweet, sour, bitter, salt, umami
- Importance of fresh ingredients
- Seasoning & consistency
10
Q
Why is temperature important?
A
- Important for both staff and customers
- Too cold – customers may complain or leave, staff may not work as well
- Too hot – customers may complain or leave, staff may not work as well
- Food and drink needs to be of an appropriate temp
