Clock Tower Case Study

The servicescape plays a major role in the Clock Gate Tower in Youghal. As the service that is being offered here is intangible, the physical environment is used to create a sense of tangibility within the service in order for customers to gain a better experience (Vliet, 2013). It provides the visitors with a greater understanding of what the firm is offering and what the tour involves as it creates an image that brings the tour to life. The building itself immediately creates an image of what the tour is going to entail as it is an old historic building with an old narrow staircase leading up to the wooden door. The exterior signage, logos, and advertisements are also vital, as without it visitors would find it difficult to find their way
This is an important stage as it is at this point that the consumer will form their opinion and perceptions of the business and it will determine their level of satisfaction with the service in the end. The interior environment of the Clock Gate is efficient in contributing to the customers experience as it provides them with tangible elements in addition with the intangible service, the guided tour. The colour scheme and layout of the tower is kept simplistic. Each room has a different story as you climb to each level of the tower. These stories are brought to life through the use of props and furniture, for example, one room has been designed as an old prison room to illustrate how the prisoners lived when kept in the tower years
For the Clock Gate Tower, it already offers a unique service, as there are no other similar attractions in the area. The closes attraction that would be considered a competitor with the Clock Gate would be the attractions in Cobh such as the Titanic Experience. The Titanic Experience offer the same service of a guided tour but with different elements and a different history behind it. The Clock Gate Tower can use their servicescape as a competitive advantage as even the building itself is quite unique and exemplifies what is involved in the actual service offered as it is a historical building/site itself. In addition to this, the staff at the Clock Gate wear costumes in comparison to other attractions where staff just wear plain uniform’s. All of these elements make the Clock Gate Tower standout and differentiate from other competitors in the industry and therefore the servicescape of the attraction provides them with a competitive