8 August 2016

Servicescape is a topic that focuses on the physical evidence of an organization. Everything from the exterior of a company to their interior and employees is an attribute of servicescape. The topic deals with the impression created by the company in the eyes of the customer walking in to the company. Whatever the customer sees is what they will perceive is the basic idea of servicescape in a company. In addition to the physical evidence, there are behaviors and internal responses to the servicescape that comes from within a customer.

The internal response deals with the effect of cognition and emotion. This article gives us a great idea on how the customer perceives a company’s servicescape. It debates between what comes first to a customer cognition or emotion. Researchers have evaluated both perspectives; no definite resolution was reached because some argue that cognitive response precede before emotional and some argue the opposite where emotional state precede cognitive during their evaluation. The role of perception is immensely described in the article.

Servicescape Essay Example

Perception in an individual is derived from their surrounding environment, their past experiences, expectations, and motives. This perception leads them to create a picture of the company as whole stimuli. The article talks about Gestalt psychology, a term derived from German meaning whole configuration. This approach emphasizes the role of whole overall structure; it believes that perception of the whole dominates perception of its parts. It states that a customer looks beyond just one particular thing, but focuses also on the surroundings and specific aspects.

This article discusses the examination of various visual components. The components within a servicescape include color, lighting, space and function, personal artifacts and plants, and layout and design. The first four being most crucial and having the most affect on the customer. The next aspect of servicescape would be auditory cues. Music being a big emotional stimulator can have great impacts on the customer. The right choice of music can be effectively used to minimize negative consequences. Along with that, it can return greater shopping time, and more enjoyed time at the place.

The article then discuses more aspects of servicescape dealing with olfactory cues, which comes down to the scent used at the place to attract customers. Furthermore, the article discuses the emotional responses generated by the customers through the three dimensions in the framework, pleasure, arousal, and dominance. This brings us to our question of how do consumers evaluate servicescape, do they think first or do they feel first as they enter a servicescape? To get into the debate of which precedes first is out of the scope of this response.

Both sides are presenting valuable information that can be argued diligently. There is great amount of literature in this article focusing on the cognitive and emotional states in servicescape. On the contrary, very little emphases have been placed on the customer perception and their evaluation of these settings. This article could have benefitted from examples of real customers walking into servicescape and their responses to it. The article could have looked at a servicescape through the eyes of a customer to better understand their perception.

A main aspect that the research in this article came short of was that when we first form a perception of a servicescape, we are essentially processing cognitively before we even feel anything about it. This article talks more about the environmental studies and the effect of environmental stimulus on customers’ behaviors. We also learned very well that researchers should conduct more thorough researches in examining customer’s cognitive and emotional processing, so there could be more precise and accurate information in the literature of servicescape.

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