Servicescape of McDonald’s vs Terrace on Green

Servicescape of
“McDonald’s vs Terrace on green”
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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Dimensions or Elements of Each Environment.........................................................................3
3.0 Consumer Behavior and Service Expectations..........................................................................6
4.0 Conclusion.................................................................................................................................7
Reference Lists................................................................................................................................8
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1.0 Introduction
Service marketing requires presence of few elements to be there such that the business can attract
its target customers (Harris & Ezeh, 2008). Elements within service marketing include exterior
facilities, general interior, store layout, interior displays and social dimensions. Based on these
factors consumer behaviour and service expectations are built. The scope of the current analysis
includes two restaurants McDonald’s and Terrace on Green both of which are present in Canada,
along with their service marketing parameters.
2.0 Dimensions or Elements of Each Environment
McDonald’s
 Exterior facilities
McDonald’s restaurants make use of color combinations of yellow and bright red in order to
depict their newness and young spirit. The color is best suited to attract children and young
people towards the restaurant. The restaurant makes use glass décor for its exterior walls or to set
boundaries, which depicts a see-through restaurant (Kim & Moon, 2009). This highlights that the
restaurant wants to depict a transparent relationship with its customers and there is nothing
hidden as its kitchen is almost open. There restaurants comes with parking spaces and the brand
reflects family restaurant, in order to depict that it has huge accommodating space for all.
 General Interior
McDonald’s interior space is well illuminated that is able to interact in a positive manner with
customer experience. Bright light with clean and well-furnished interiors creates a positive
psychological impact on its customers (Wang & Mattila, 2015). Moreover the large display
board at its entire restaurant in red provides another attractive feature that it makes use of for
creating an impact on customers. The color combination and wooden décor in its restaurant
interior is a reflection of vibrancy, freshness, where families can come to celebrate their happy
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