Exam critically the role of the servicesape in manipuating customer's Essay

Exam critically the role of the servicesape in manipuating customer's decision making approach and avoidance behaviours - Essay Example Service could also be totally intangible like the cellular phone services. Servicescape refers to the style and appearance of the physical surroundings where the customers and the service provider interact. In the increasingly competitive environment companies have been challenged to augment their core services with value-added benefits which would help them to sustain competitive advantage. The outcome of service experience is evaluated not merely in terms of utility but also from an experiential perspective. For instance gourmet food can be made available at sporting events. Thus emphasis is given on managing the service firm’s physical facility. All these value-added service help to enhance revenue and hence servicescape has become a focal point in the delivery of customer delight. This paper will critically examine the role of the servicescape in manipulating customers decision making approach and avoidance behaviors in all three types of distribution channels. The physical environment is an important determinant of consumer perceptions and future behaviors. This makes it important to understand how the physical environment leads to consumer outcome behaviors. The role of physical environment is that it should attract attention. The servicescape acts as a package and the first impression is created which influences the customer what to expect inside the place of purchase. Compared to competition, the servicescape should stand out. In the case of Disneyworld it acts as a differentiator. The physical environment should also be able to create and deliver a message. Hotels use symbolic cues to communicate with customers about quality and the nature of service. It acts as a facilitator as a well-designed facility can make the experience pleasurable for the customer. Thirdly, the physical environment should create an impact through its dà ©cor and landscaping, through