Servicecape
the heart of the services product is the experience of the customers which takes places in real time .
The concept of services capes was developed by booms and bitner to emphasize the impact of the environment in which a service process takes places . They defined it as 'the environment in which the services is assembled and in which seller and customer intersect , combined with tangible commodities that facilitate performance or communication of the service
In the service encounter the customers is in the factory and is part of the process production and consumption of the service are simultaneous where the firm and the customer interact (Baker and Cameron 1996 ) It encompasses several factors related to the delivery of service which includes all the physical , behavioral , and emotional aspects that surround services delivery
The research is purely based on the idea of Servicescape which has emerged as an important concept for understanding customers behaviour in service industry. Service providers should build environments that develop environments that appeal to consumer pleasure and arousal states while avoiding atmospheres that create submissiveness. The construct environments should be such that, it facilitates the operational ease and efficiency of the firm.
Today the Business thinking has changed; it has come closer to the customer or to be more apt to the consumer. It can be observed that the consumer’s decision making for purchasing a product or service is not limited to the tangibility but to the whole product including the environment of delivery.
Similarly the place or physical environment where product or service is delivered is of great importance. As said by Philip Kotler “One of the most significant features of a total product is the place where it is bought or consumed. In some cases , the place, more specifically the atmosphere of the place is more influential than the product itself in the purchase decision. In some cases the
The concept of services capes was developed by booms and bitner to emphasize the impact of the environment in which a service process takes places . They defined it as 'the environment in which the services is assembled and in which seller and customer intersect , combined with tangible commodities that facilitate performance or communication of the service
In the service encounter the customers is in the factory and is part of the process production and consumption of the service are simultaneous where the firm and the customer interact (Baker and Cameron 1996 ) It encompasses several factors related to the delivery of service which includes all the physical , behavioral , and emotional aspects that surround services delivery
The research is purely based on the idea of Servicescape which has emerged as an important concept for understanding customers behaviour in service industry. Service providers should build environments that develop environments that appeal to consumer pleasure and arousal states while avoiding atmospheres that create submissiveness. The construct environments should be such that, it facilitates the operational ease and efficiency of the firm.
Today the Business thinking has changed; it has come closer to the customer or to be more apt to the consumer. It can be observed that the consumer’s decision making for purchasing a product or service is not limited to the tangibility but to the whole product including the environment of delivery.
Similarly the place or physical environment where product or service is delivered is of great importance. As said by Philip Kotler “One of the most significant features of a total product is the place where it is bought or consumed. In some cases , the place, more specifically the atmosphere of the place is more influential than the product itself in the purchase decision. In some cases the