Impact of the servicescape on customer behavior and employee performers – Research Proposal Example
IKEA SERVICESCAPE Lecturer Table of Contents Presentation and Analysis of Findings 4 Executive Summary
The question among researchers whether cognition come first before emotion or otherwise remains unsolved. This is due to the fact that individuals’ perception process still remains a misery and uncertain. This paper tries to review literature pertaining to the impact of the servicescape on customer behavior and employee performers with highlight on the concept of Gestalt psychology (Bellizzi, & Hite, 1992). The Gestalt approach guides the understanding and explains how individuals form an impression together with a perceptual image of a servicescape (Kotler, P., 1973). It also explains how image formation leads to an emotional response, and consequently, the appraisal of specific service environment.
Servicescapes by definition is a physical environment in which a service process takes place along with its internal and external facilities. The internal facilities Includes; equipments, layout, air quality, temperature, ambiance, interior design and décor whereas external environment includes signage, exterior design, parking and surrounding environ. Do consumers have preformed mind or feel whenever they enter a servicescape? This paper will emphasize on the impact on the environmental influence in franchise restaurant as well as small fast food café, both positive and negative, in customers’ perception .According to Bitner (1992) a servicescape provides an interaction podium between sellers and the esteemed customers. In this way the vendors gets humble time in presenting tangible and intangible commodities in bid of facilitating their performance or communication of the service simultaneously (Kotler, P., 1973). Considerably, the quality of such commodity may be the same but due to same behavioral factors in the client’s perception this could be different. In that according to the customer’s view, higher quality may be perceived in small restaurants as oppose to medium and large franchise restaurants and vise versa. To bring up the hosts of cause to light, it is very pertinent to evaluate the environmental settings and their impacts on customer behavior.
Selection of Samples
The research paper is based on a descriptive survey design. It involve questionnaire administered on customers who the researcher and research assistant found within the vicinity of the food facilities at the particular time of the survey. This design was used to obtain the information concerning phenomenon under study. A wealth of literature that exists elaborating the impacts of environmental cues on behaviors were also no left out in this survey with an environmental psychology in focused.
Data Collection Procedures
The study population consisted of 1,800 clients who patronized the food facilities within meal time for two days. Random sampling technique to select 180 respondents was employed with questionnaire as a research tool for data collection. The screening of were done intensively by the researcher to understand the attitudes, homogeneity and completeness of independence of variables in the study.
Presentation and Analysis of Findings
There is a great deal on the information of which were collected from the respondent and the literature reviewed on providing good service to customer and training of the employee to boost the performance and productivity of the service industry (Bellizzi, & Hite, 1992). In any business settings customer is given priority in order to increase sale in return of value satisfaction. This has left the gap on the impact of servicescape on customer behavior in buying (Bitner, M., 1992). The analysis of this variable, servicescape is found to an intangible service product creating perceptual image in the mind of client. Accordingly this is pegged on the extent of some internal appearance and external impression with regard to the servicing organization together with the overall products and services they provide. Particularly in hotel industry guest interact with the physical environment before the come into contact with the service agents (Bellizzi, & Hite, 1992). . Based on Gestalt psychology concept, when client evaluates a servicescape like measuring satisfaction their perception serves as a cognitive schema (Kotler, P., 1973). These cognitive perceptions stimulate their emotional dominances and hence loyalty is formed towards the product.
The conceptual framework outlines feasibility of cause of action or preferred move towards the ideas or thoughts and connects all aspects of inquiry; namely, problem definition, purpose, literature review, methodology, data collection and analysis that give them coherence.
Figure‑1Conceptual Framework for understanding environment user relationships in service Organizations
Servicescapes provide a first impression, before the interaction between customers and employees who serves them in the Service Organizations e.g restaurants, and hotels. It is therefore used by the clients in guiding their attitudes, expectation and believes of the service provider. In this way their interaction with physical environment experience outweighs their interactions those employed to serve them.
Bitner, M.J., 1992. Servicescapes: the impact of physical surroundings on customers and employees.
Journal of Marketing 56, 57–71.
Bellizzi, J.A., Hite, R.E., 1992. Environment color, consumer feelings, and purchase likelihood.
Psychology and Marketing 9, 347–363.
Kotler, P., 1973. Atmospherics as a marketing tool. Journal of Retailing 49, 48–64.